What kind of clothing?

You would think that’s the most straightforward part about creating a clothing company. Step 1 - you want to create a clothing company. Step 2 - know what kind of clothes you want to create. Unfortunately, it wasn’t that straightforward and I would bet it isn’t for most people. You know there’s a gap in the market because you yourself are struggling to consistently find clothing you love. Still, you need to identify that gap and, even then, there’s constant iterations as you're developing the clothes and seeing how “idea” translates to “physical”.  There’s also value in being open to possibilities you aren’t necessarily thinking of from the beginning.

Luckily, we did eventually figure out what the niche we want to address is. Two of the main buckets when shopping around are athleisure (both affordable and expensive) and stylish casual wear that is higher quality than fast fashion and, because of that, tends to be on the expensive side. What you have a hard time finding is clothing that walks the line between athleisure and casual wear. You’re starting to see it more with brands like Aime Leon Dore, Todd Snyder (to some extent), Kith, and John Elliot. That’s until you check the price tag… 

We want to help fill the gap in this market and at a more affordable price. It’s not fast fashion prices given the quality of the materials, but it’s not going to break the bank either. Style wise, the clothing will elevate the basics or “casual-fy” (made up word, but you get it) more fashionable pieces. It’s an idea called balanced contrast that I’ll dive into another time.