Posts tagged direct to consumer
REFORMATION SELLS MAJORITY STAKE TO PERMIRA

In 2009 Yael Aflalo, a model turned fashion entrepreneur, opened a vintage clothing resale business she ran part time from the back room of a Los Angeles retail store. Called Reformation, it sold stylish secondhand items or garments made from re-purposed materials. In 2013, the brand was scaled into an e-commerce business with a downtown factory and three boutiques — a vision honed by Ms. Aflalo’s experience, gained earlier in her career, of the environmental and human toll the global fashion industry was taking.

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OUTDOOR VOICES BLURS THE LINES BETWEEN WORKING OUT AND EVERYTHING ELSE

Outdoor Voices is one of a few highly visible, female-centered, life-style-adjacent, digital-savvy millennial brands built around a charismatic founder and her story. Other such companies include the cosmetics outfit Glossier, the fashion retailer Nasty Gal or the dating app Bumble. Outdoor Voices (“OV”) is frequently described as an athleisure brand, although Tayler Haney, the founder who was a serious athlete in her teens, hates the term, associating it with clothes that were made for watching TV while occasionally thinking about the gym. “Every product that we make is made to sweat in,” she has said. Yet, OV, similar to Lululemon, appeal to the desire to wear workout clothes around the clock, as Athleisure means different things for different people.

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