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Fashion brands that have signed an international agreement – WWD

Attention remains focused on Bangladesh’s new workplace safety agreement as fashion brands and retail giants rush to reveal their support by September 1.

At the time of publication, 80 signatories have joined the International Agreement on Health and Safety in the Textile and Clothing Industry – the successor agreement to the historic Bangladesh Accord on Building Fire Safety which was adopted in 2013 following the Rana Plaza disaster.

Signatories include American Eagle Outfitters Inc., PVH Corp., Zalando, Otto Group, Fast Retailing Co. Ltd., John Lewis, Tchibo and Marks & Spencer.

“The new agreement is not only an important step towards strengthening employee rights, but also towards preserving the progress already made in the field of building and fire safety”, commented Tobias Wollermann, vice president of the corporate responsibility of the Otto group. “In this regard, we are delighted that all stakeholders involved have agreed on this goal and encourage other companies to join us and sign the new international agreement.

Nanda Bergstein, director of corporate responsibility at German coffee and retail chain Tchibo, echoed this, saying: “We hope this momentum allows us to take further binding action and focus on joint action on the ground. Decent wages must be achieved. The climate needs protection, as does the biodiversity of this planet. Together we can create change. The last 10 years of the Bangladesh Accord prove this point and we hope that the new structure in Bangladesh will continue the good work. “

While brands can sign the International Accord at any time, a good favor can increasingly be given to the inaugural ensemble – something sought after in an age of social media transparency and pro-activism. sustainable development.

Last week, H&M, Inditex, Bestseller and C&A were among the first signatories to the International Agreement. The aim of the agreement is to extend health and safety coverage for factory workers in Bangladesh – and beyond, to other high-risk sourcing countries in parts of Southeast Asia. South.

As the deal has gained momentum as it appears to match the roughly 200 signatories to the previous deal, Bangladesh’s largest trade association – the Bangladesh Garment Manufacturers and Exporters Association, or BGMEA – has refuted its effectiveness. . In a statement on Sunday, the BGMEA said that the international agreement “”[would] have no scope to be implemented and [RMG Sustainability Council, Bangladesh’s licensed sector entity] would not operate beyond its mandate.

“The International Agreement is binding between brands and unions globally because it is binding in nature. The BGMEA statement doesn’t change that, ”said Ayesha Barenblat, founder of Remake, a human rights-based nonprofit that championed the arrival of the International Accord.


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Brits want brands to sell more vegan fashion, study finds

The majority of Britons want to see more certified vegan clothing, bags, shoes and accessories both in stores and online, new research shows.

A report released earlier this month by the Vegan Society looked at consumers’ understanding of the different materials and supply chain issues within the fashion industry, and what shoppers are looking for in vegan fashion.

A survey in the report, aimed at those who buy new clothes rather than second-hand items, found that 95 percent of shoppers said they would like to see more vegan verified fashion, with almost half (48 percent) saying they want to see in all categories of fashion.

The survey found that 35% of respondents wanted to see more vegan options for items that typically use animal leather, such as jackets and boots, while 32% would like more bags and backpacks in vegan leather.

Thirty-two percent said they would like to see the use of leather (vegetable leather) extended to general footwear such as boots, heels and sandals, while 28 percent would be interested in vegan leather sneakers.

The new report comes as a growing number of fashion companies, from big brands to luxury houses, are moving away from animal products as the market for vegan alternatives continues to grow.

In the past three months alone, Canada Goose, Moose Knuckles and Nieman Marcus have announced their plans to go without fur, joining Macy’s, H&M, Gap, Urban Outfitters and J.Crew, Burberry, Prada, Gucci and Giorgio Armani.

The Vegan Society survey also found that 61% of respondents think the use of fur is cruel, while a tiny 57% feel the same about using animal leather. exotic ”.

Thirty-seven percent of those polled said the use of cowhide is cruel, with more than half (54 percent) “slamming the use of calfskin” – although the report did not clarified exactly what that meant.

Thirty-five percent said they wanted more vegan leather options, with almost three-quarters (74 percent) willing to pay more for non-animal alternatives.

More than half (55%) said they were interested in buying or already owning something made from vegetable leather, the highest percentages for all materials surveyed. Forty-two percent said they thought it was sustainable, 34 percent said it was ethical, and 31 percent said it was modern.

The study’s research was based on a survey of 1,000 UK adults conducted on the Attest consumer research platform between May 12 and 14, 2021.


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5 designer tops every fashion and designer girl should add to her wardrobe right away

Most of the designer clothes we buy are too over the top and can’t be worn just about everywhere. But we certainly don’t want to spend that much and then save it for “special occasions”. Here we have a list of some versatile branded tops that you can literally wear anytime, anywhere and style in countless ways.

Guess round neck t-shirt

The most basic item of clothing that every girl should have in her wardrobe is a white t-shirt with a round neck, because it is extremely comfortable and super versatile. This crew neck t-shirt from Guess is made from pure cotton, making it a comfortable choice in warm weather. You can pair this t-shirt with your favorite pair of distressed jeans, shorts or even a skirt with classic white sneakers.

Price: Rs. 1679

Buy now

Off-white Guess Print Top with Bow Detail

A printed sleeveless top is a must have for summers and monsoons. It can be styled in a number of ways and will give you an elegant look with minimal effort. This top from Guess has a very unique and glamorous back. It features a tie detail at the back, a round neck with a tie detail at the back and adult short sleeves. It would look great when paired with blue jeans or black leggings.

Price: Rs. 5999

Buy now

Guess Yellow Top

The knit top trend is raging this year and looks to be here to stay. So if you haven’t added a knit top to your wardrobe yet, now is your chance. This lemon yellow knit top is both elegant and glamorous. The sleeveless top is embellished with lace and beaded details along the front neckline. You can pair this top with skinny jeans and a pair of heels and you’re ready to go out in confidence!

Price: Rs. 3999

Buy now

Guess blue print top

A breezy tank top will act as your savior on dark days when you’re just too lazy to put in the effort. This blue print tank top offers an extremely comfortable fit that will make it your favorite in no time. The printed mesh sleeveless top features a round neck and a curved back hem that is longer than the front. You can wear it with your favorite jeans or tuck it in with a skirt.

Price: Rs. 2699

Buy now

Guess white semi-sheer top

If you are looking for a versatile top that you can wear on a casual day or at the beach or for an intimate party at home, then you have found the perfect match! This white semi-sheer woven top with adjustable straps that form a round neck on the front and a crossover detail on the back. The top is embroidered with lace details to the front and an asymmetrical hem with the front hem shorter than the back hem. You can literally pair this top with any bottom you want. You can also opt for sneakers or heels depending on the outing.

Price: Rs. 3699

Buy now


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Can luxury fashion brands really be inclusive?

MICHAEL LEE / UNSPLASH

LUXURY products tend to be associated with exclusivity rather than inclusiveness. But thanks to the scrutiny of social media and consumer activism, high-end brands are under increasing pressure to be seen as caring businesses.

Some have spent large sums on initiatives that address environmental concerns or have used their expertise to help deal with the pandemic.

For example, the Kering group (which owns Yves Saint Laurent and Alexander McQueen) has set itself a target of reducing greenhouse gas emissions by 50% by 2025.

In response to the 2019 coronavirus disease (COVID-19), the Burberry fashion house has donated more than 100,000 pieces of PPE to the National Health Service and health charities. Meanwhile, luxury firm LVMH used its fragrance manufacturing facilities to make free hand sanitizer for the healthcare system in France.

Yet it remains unclear whether consumers can reconcile the exclusive nature of luxury brands – selling at prices many cannot afford – with a public image of sustainability and environmental or social awareness. A series of studies have shown that consumers are ambivalent about these efforts. Research into the attitudes of millennials has shown that young consumers even view the concepts of luxury and sustainability as contradictory.

This is understandable, as some brands’ apparent attempts to address societal challenges have come after receiving much criticism for their own apparent failures.

Gucci, for example, has a $ 1.5million (£ 1million) plan to support young designers from underrepresented backgrounds. But it was launched after the brand was accused of racism over a sweater design.

And while Prada has spoken out against racial injustice on social media, the company has also been forced to apologize for merchandise deemed racist. Dior, meanwhile, launched a message of support and solidarity accompanied by a black background. But again, this comes after allegations of cultural appropriation.

A New York Times The report showed that among the best designers and creative directors in the fashion world, only four are black. Models and photographers with diverse backgrounds are also seriously under-represented in the luxury fashion industry.

Designer Virgil Abloh, men’s fashion manager at Louis Vuitton, is one of the few black figures to have reached the heights of a luxury brand. He commented: “Diversity is not just about gender and ethnicity. It is a question of experience. He brings new ideas to the table. And it would be nice if the fashion industry would listen to them and take them into account. “

In this complex context, we asked members of the UK public what they think of luxury brand inclusion campaigns. Overall, consumers – especially those with low incomes – had a negative response.

The majority of respondents (87%) believe luxury brands would do better to become more inclusive by focusing on fair pay and workers’ rights.

Efforts on climate change initiatives were also popular (79%), as was work to reduce racial and gender inequalities.

Respondents also welcomed the idea that luxury brands select partners and suppliers in response to social and political situations. For example, Burberry’s decision to boycott cotton from China’s Xinjiang region over alleged human rights violations.

Overall, our survey suggests that, despite some progress, a lot remains to be done by luxury brands. And the question remains, can an industry that revel in exclusivity can embrace inclusiveness in a way that drives real societal change?

As consumers increasingly demand a transition to an inclusive society, a unique window has opened for luxury brands to become better agents of social change by aligning their missions, values ​​and strategies with a social goal. Luxury brands are in a key position to lead commercial action by leveraging their cultural authority.

They have the opportunity to use their influence and actions to advance public debate and accelerate behavior change. If they don’t take it, any gesture of inclusiveness risks being seen as nothing more than an opportunistic exercise in public relations and image.

Paurav Shukla is Professor of Marketing at the University of Southampton, while Dina Khalifa is a Senior Research Associate at the University of Cambridge.


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Ex-hawker enters the fashion world with a 100% local brand

Johannesburg – Local indeed becomes lekker while a local fashion brand reaches the general public.

Shosholoza, the name derived from a folk song made popular by miners and which is virtually South Africa’s second national anthem, will begin selling in Jet Stores nationwide.

The man behind the name, George Moyo, who registered it as a trademark in 1990, is beaming with enthusiasm at this milestone.

George Moyo registered Shosholoza as a trademark in 1990.

Growing up in Alexandra, north of Joburg, Moyo made a living selling clothes.

Seeing your fashion brand selling in a renowned clothing store like Jet is a far cry from the hard life hawking clothes in Park Station, as Joburg Station is well known.

Her skills in the informal business sector were honed at the feet of masters in the trade, like the late Marina Maponya.

Moyo has a very colorful resume, including stints at Premier Foods and the late Johnnic Entertainment, among a lot of feathers in his cap.

But he always wanted to be his own man, devoting more than 30 years of his life to business projects.

He is perhaps best known for his work in the ANC’s Marketing and Branding Division.

Shortly after the annulment of the ANC, Moyo was made responsible for the design, branding and distribution of the party’s election merchandise in 1994.

Later, he would make a name for himself by helping the late President Nelson Mandela file trademarks and patents to protect the latter’s image.

A very modest man, Moyo finds it hard to admit: “I also learned skills in manufacturing, distribution and retail during this time. I made textile products such as T-shirts and banners for mass democratic movement organizations.

The highlight of his career in the merchandise industry was when he participated in the production of “Ready to Govern” and the 1994 ANC Election Merchandise for the first South African Democratic Elections of 1994, Moyo says.

It was then that the idea of ​​creating a brand for Shosholoza came to him, Moyo says.

Since the launch of Shosholoza in 1996, the brand has gained approval and won awards in safety and high performance products, with rubber boot and overalls products becoming success in the list of competitors with an imprint. in southern Africa, Australia and New Zealand, Moyo says. .

The clothing brand is now returning to the Jet Stores scene.

“As a young man, I’ve always been interested in business and had a passion for fashion,” he says, speaking the language that is undoubtedly the music of the costume era at Jet. .

Moyo says, “Shosholoza was created to be our country’s number one lifestyle brand, empowering all who wear it with the belief that we are building a new nation and a new heritage.

Justine Fagan, Executive Purchasing Director: Jet Menswear says: “Our values ​​and George’s are so aligned that it was obvious to choose Shosholoza.

The values ​​in question are Moyo’s passion for the people of South Africa and for building the country’s economy.

“Every fabric we have used, from head to toe, from hats to shoes, is 100% locally sourced. Our values ​​of creating jobs for local populations are the engine that guided us here.

The Shosholoza clothing line launched on Friday, but “full stock retention will be available from August 27,” Fagan said.

Of the 426 stores in the Jet Stores family, Shosholoza will initially be available in 60 stores across the country, Fagan adds.

Fagan adds that the collaboration with Moyo had them “tears in their eyes” during the presentation because the two were so compatible with their vision.

Fagan says Shosholoza is a premium brand that will sell for “a very good price.”

It seems there is only one way forward for this partnership – and it’s over!

“I’m so excited that the product is hitting the stores and seeing the customer response is going to be amazing,” Moyo says.

Independent Sunday


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Covid-19: Mandatory hides a boon for Annah Stretton’s fashion brand

Orders arrive at Annah Stretton's Clothing Company in Morrinsville.

ANNAH STRETTON / SUPPLIED

Orders arrive at Annah Stretton’s Clothing Company in Morrinsville.

A New Zealand fashion designer is seeing an influx of mask orders 24 hours after the government announced that face masks must be worn to access essential services.

Annah Stretton’s clothing company in Morrinsville is already sending 5,000 masks a day.

While the number of orders is still 50% lower than last year, Stretton expects orders to pick up.

“Today [Thursday] started even stronger. I don’t think we’ve reached our peak yet, ”said Stretton Things.

READ MORE:
* What your choice of mask might say about you
* Coronavirus: at what age should children wear a face mask?
* Coronavirus: demand increases for Annah Stretton’s fashion face masks

THINGS

The Director General of Health talks to Stuff about the lockdown and why he’s convinced we’ll be tracing the origin of the Delta outbreak.

But when they do, Stretton is ready.

The company had 60,000 masks in stock at the end of last year, after 10 full-time employees were making 30,000 masks a day in August 2020.

In four months, Stretton sold 300,000 masks to people in New Zealand and Australia.

“I thought I started too much, but now I’m glad I racked up,” Stretton said.

“I just kept them, we had no idea when it would end and start. I was optimistic we wouldn’t be back here, but we were on a train and it was important to keep going.

The government announced on Wednesday that face masks are mandatory to access essential services.

CHRISTEL YARDLEY / Tips

The government announced on Wednesday that face masks are mandatory to access essential services.

Orders for masks from the clothing company remained open until 2021, as Stretton’s team continued to redesign and remake masks.

“We have to make a lasting and pretty statement along the way,” she said.

“Let’s not let disposable masks replace plastic bags.”

Masks fly out the door of Annah Stretton's clothing company again.

CHRISTEL YARDLEY / Tips

Masks fly out the door of Annah Stretton’s clothing company again.

Stretton’s masks sell in sets of three for $ 14 and ship to customers across the country.

The 100% cotton masks are reusable and washable. There are masks for children and customers can decide if they want the elastic to go around their head.

Stretton switched to making masks ahead of the 2020 lockdown when a charity requested 6,000 sheet masks. She saw the opportunity to generate income for her business and since then the business has really taken off.

“I’ve always been open to opportunities and always feel like my glass is half full.”


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Frank Ocean announces his own fashion and jewelry brand named Homer

Singer-songwriter Frank Ocean may be a master at keeping a low profile, but when he does things he sure doesn’t disappoint.

After a hiatus of almost five years since his last album, Blond, he announced last week the launch of an “independent American luxury company” called Homer.

Four days after the new surprise, he hosted a huge event in New York to show off the brand’s products, handing out a 160-page catalog so beautifully put together it’s now selling on eBay for over $ 1,000.

A day later, he opened the doors of his own brick and mortar store in Bowery, New York. A visit to the new website only gives the store address, while the new Instagram account has 152,000 followers, despite not having a single post.

What is Homer selling?

Until now, the range is small, limited to only silk scarves, technical anoraks and jewelry.

The jewelry is bold, voluminous and upscale, crafted from what the catalog lists as “18k gold, recycled sterling silver and hand painted enamel,” some arriving dusted with laboratory-grown diamonds of “Homer’s state-of-the-art laboratory in America”.

Clearly aimed at the high end of the market, the rings, buckles and pendants start at $ 400 a piece, rising steadily to four and five digits to reach $ 1.8 million for the diamond-rich Sphere Legs fine jewelry necklace.

The silk scarves are brightly colored, featuring the same pattern as most jewelry, and cost $ 1,000 each, while the anoraks and technical bags are made in collaboration with none other than Prada. Given that the Italian house is very selective about who and what it lends its name to, this can be seen as a major seal of approval for Homer and Ocean.

At the launch, Ocean laid out their vision for the brand, explaining the high prices. “I didn’t want our work to be cheaper than Cartier.”

With a long-term strategy in mind, Ocean told the Financial Time why he chose to name his business after the ancient Greek poet who wrote the Iliad and the Odyssey.

“Homer is considered the father of history and history is meant to last – like diamonds and gold – and I know Homer used papyrus, but I always liked the idea of ​​engraving it ‘story in stone. “

Update: Aug 11, 2021, 2:43 p.m.

“Spies in Disguise”

Director: Nick Bruno and Troy Quane

Stars: Will Smith, Tom Holland, Karen Gillan and Roshida Jones

Rating: 4 out of 5 stars

“Spies in Disguise”

Director: Nick Bruno and Troy Quane

Stars: Will Smith, Tom Holland, Karen Gillan and Roshida Jones

Rating: 4 out of 5 stars

“Spies in Disguise”

Director: Nick Bruno and Troy Quane

Stars: Will Smith, Tom Holland, Karen Gillan and Roshida Jones

Rating: 4 out of 5 stars

“Spies in Disguise”

Director: Nick Bruno and Troy Quane

Stars: Will Smith, Tom Holland, Karen Gillan and Roshida Jones

Rating: 4 out of 5 stars

“Spies in Disguise”

Director: Nick Bruno and Troy Quane

Stars: Will Smith, Tom Holland, Karen Gillan and Roshida Jones

Rating: 4 out of 5 stars

“Spies in Disguise”

Director: Nick Bruno and Troy Quane

Stars: Will Smith, Tom Holland, Karen Gillan and Roshida Jones

Rating: 4 out of 5 stars

“Spies in Disguise”

Director: Nick Bruno and Troy Quane

Stars: Will Smith, Tom Holland, Karen Gillan and Roshida Jones

Rating: 4 out of 5 stars

“Spies in Disguise”

Director: Nick Bruno and Troy Quane

Stars: Will Smith, Tom Holland, Karen Gillan and Roshida Jones

Rating: 4 out of 5 stars

“Spies in Disguise”

Director: Nick Bruno and Troy Quane

Stars: Will Smith, Tom Holland, Karen Gillan and Roshida Jones

Rating: 4 out of 5 stars

“Spies in Disguise”

Director: Nick Bruno and Troy Quane

Stars: Will Smith, Tom Holland, Karen Gillan and Roshida Jones

Rating: 4 out of 5 stars

“Spies in Disguise”

Director: Nick Bruno and Troy Quane

Stars: Will Smith, Tom Holland, Karen Gillan and Roshida Jones

Rating: 4 out of 5 stars

“Spies in Disguise”

Director: Nick Bruno and Troy Quane

Stars: Will Smith, Tom Holland, Karen Gillan and Roshida Jones

Rating: 4 out of 5 stars

“Spies in Disguise”

Director: Nick Bruno and Troy Quane

Stars: Will Smith, Tom Holland, Karen Gillan and Roshida Jones

Rating: 4 out of 5 stars

“Spies in Disguise”

Director: Nick Bruno and Troy Quane

Stars: Will Smith, Tom Holland, Karen Gillan and Roshida Jones

Rating: 4 out of 5 stars

“Spies in Disguise”

Director: Nick Bruno and Troy Quane

Stars: Will Smith, Tom Holland, Karen Gillan and Roshida Jones

Rating: 4 out of 5 stars

“Spies in Disguise”

Director: Nick Bruno and Troy Quane

Stars: Will Smith, Tom Holland, Karen Gillan and Roshida Jones

Rating: 4 out of 5 stars


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Indian brand, Iki Chic offers clothes that give women dignity

Amidst the desire to wear the hottest fashion, everyone is looking for comfortable clothes that are just as beautiful to make a statement. Especially women when it comes to clothing brands, look for comfortable yet stylish clothes for walking. Iki Chic is one of those brands that brings out the best in the clothing business, preparing items for women, by women themselves.

Giving new age Indian women the chance to show off their vibrancy with a variety of high street fashion choices, Iki Chic made her label standout with safari prints, gathered patterns, a range of denim, t-shirts and new age tops, jumpsuits and to pack things up, rompers.

To make their customers look at the collection with big eyes, the clothing brand has enlivened its collection by liberal bohemian development and tackles common patterns of the bohemian world in the field of design. They have shipped their select assortment of resort clothing accessible on their website www.ikichic.com.

CEO of Iki Chic, Additti Jain, a commendable fashion fiesta, said, “It’s liberating for me to work to revamp the atmosphere of fashion for women. I have a team of equally empowered women who strive every day to make a difference, even if only through their fashion statements.

Additti Jain has partnered with renowned ecommerce websites such as Myntra, Amazon Prime, and Flipkart. They have carved out a niche in the industry and are reaching people across oceans while emerging as a new fashion destination to pack stellar international looks.

Offering the best clothes with the right dose of Western flair, Iki Chic keeps an Indian touch to their dresses. Each fashion selection at Iki Chic is optimal to wear according to the desired occasion. It’s the brand that puts a smile on the faces of its 20.5,000+ followers while keeping its customers happy and satisfied. Providing exact detail and the best hand-picked texture to meet today’s style needs, the Delhi bootstrap clothing brand is crafted and declared by Absolute Panache’s way of thinking, which is idealistic and exquisite.


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Frank Ocean launches luxury fashion brand called Homer

Good news, you will soon have new Frank Ocean products to place next to your Boys don’t cry magazine and your “Dear April” vinyl. The enigmatic musician has announced the launch of Homer, an “American luxury company”, whose first collection includes fine and high-end jewelry pieces, as well as printed silk scarves.

According to the press release, the name Homer “represents the engraving of history in stone.” It may be a reference to the influential Greek writer Homer or, in a much less likely case, an episode of The simpsons where Homer gets involved in a secret society known as The Stonecutters. Either way, the coins are handcrafted with 18k gold, recycled sterling silver, hand painted enamel, and US lab-grown diamonds, which are a more alternative. ethics with mined diamonds. The intricate bracelets, chains, diamond encrusted rings and even tab rings are handcrafted in Italy.

As for the inspiration behind Homer’s first batch of creations, Frank cites “childhood obsessions” and “legacy as a fantasy,” which can be felt in the dice-shaped earrings, as well as whimsical cartoon pendants in colors like “soba”, “cadmium red” and “canary”. They come to life and are displayed in a colorful catalog photographed by Frank, himself and his frequent collaborator Tyrone Lebon. At 160 pages, the Homer catalog itself could just as easily be a collector’s item. In it, Frank even teases a future collaboration with Prada. More on this soon … we hope.

In the meantime, pieces from Frank’s first Homer collection can be purchased at their store, located at 70-74 Bowery in New York City. It opens August 9 from 10 a.m. to 6 p.m. and appointments can be made online at homer.com.

Check out a selection of our favorite images from the catalog and check out Frank Ocean’s new fashion project below.

homer catalog of the frank ocean
homer catalog of the frank ocean
homer catalog of the frank ocean
homer catalog of the frank ocean
homer catalog of the frank ocean
homer catalog of the frank ocean
homer catalog of the frank ocean
homer catalog of the frank ocean
homer catalog of the frank ocean
homer catalog of the frank ocean
homer catalog of the frank ocean
homer catalog of the frank ocean
homer catalog of the frank ocean
homer catalog of the frank ocean
homer catalog of the frank ocean
homer catalog of the frank ocean
homer catalog of the frank ocean
homer catalog of the frank ocean
homer catalog of the frank ocean
homer catalog of the frank ocean
homer catalog of the frank ocean
homer catalog of the frank ocean
homer catalog of the frank ocean
homer catalog of the frank ocean
homer catalog of the frank ocean
homer catalog of the frank ocean
homer catalog of the frank ocean
homer catalog of the frank ocean
homer catalog of the frank ocean

Follow iD on Instagram and TikTok for more fashion news.



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Why Boys Lie becomes the voice of a generation

Boys Lie founders Tori Robinson and Leah O’Malley have created a fashion brand inspired by their own heartbreak, and now, with a global following and a list of famous fans, they’re getting the best revenge.

The female bosses, who were recently included in Forbes’ 30 Under 30 list, chose to celebrate their success by collaborating with the magazine to create their very first joint collection. A standout set, consisting of a black oversized hoodie and high waisted track shorts with the Forbes logo in white, released on July 30 and is already sold out.

“I think everyone is dying to buy the collaboration because it’s proof that hard work pays off,” O’Malley said. “I will be honest and tell you that you will fail many times over. That said, this collaboration is proof that if you put your head down, work hard, and don’t let anyone get in the way of your goals, good things will come and inspire all who need. an extra boost. “

The simple and straightforward new collection reflects another side of the brand, which has mainly made a name for itself because of the cheeky, ironic and relevant phrases on its sweatpants, tops and hoodies.

Robinson and O’Malley said they launched Boys Lie in November 2018 with the idea of ​​creating “a physical representation of overcoming heartbreaking experiences or learning to overcome them.”

After being heartbroken and seeing each other suffer the loss, they said they felt the need to create a community of “people who are learning to heal”. Coincidentally, the past few years have been a time of collective pain and transformation for so many, which is part of why buyers have quickly embraced the brand.

The phrases on Boys Lie’s creations represent the many ways one can cope with grief: love, empowerment, humor and, yes, sometimes meanness. The brand’s Petty pants, for example, feature a sexy touch of black mesh and a wide waistband with “boys lie” lettering on the front and back. On the opposite end of the spectrum is the “Don’t Stop Loving Me” set.

There is also the bestseller “What are you going to do without him?” hoodie, which was one of the first products launched by Robinson and O’Malley. On the front it says “What are you going to do without him?” and on the back it is written: “Anything I want”.

“It was a huge success and it sold out immediately,” said O’Malley. “I think our generation is drawn to anything that is relevant like sarcastic quotes and memes. But other than that, having self-confidence is extremely important and our clothes are meant to make you feel that way. “

The founders have always had an eye for catchy phrases and content that people around the world can relate to. Before starting Boys Lie, they ran an Instagram account where they posted memes and moodboards related to grief and empowerment. Of course, no one was drawn to this narrative more than millennials and Gen Z: the infinitely sad but awake generations.

“No one knew yet who we were or what Boys Lie was going to be; however, this process helped us grow our audience,” said O’Malley. “By the time we were ready to launch, we already had an established demographics.”

This demographic includes many forward-thinking A-listers, influencers, professionals and travelers from around the world. Besides its huge presence in the United States, the brand is also important – and increasingly – in Europe.

“Oh my god, we love European fashion! I would probably cry hysterically (with joy of course) if shoppers from Luisa Via Roma, Tessabit or Selfridges wanted us in their stores,” said Robinson. “We both see ourselves growing in the European market day by day and it would be a dream come true for Japan to find us. It’s a Boys Lie world for us and we just live in it.”

Despite their desire to expand their brand, Robinson said they never marketed directly to stars or influencers, and in fact hadn’t gone too deep into the digital advertising space until then. year ; instead, the clothes always spoke for themselves. It is as if the two women, driven by their own traumas and paths to fulfillment, find the voice of an entire generation, a generation of elegant young people in search of comfort, in every sense of the word.

It also helps that the pair’s loose cotton cuts are flattering, comfortable and affordable – and they were put in the spotlight just as people started working from home.

“During the pandemic, everyone had nothing else to do but sit at home and spend time on all these different internet platforms, all day, every day,” O ‘said Malley. “I think this has definitely contributed to our growth, as well as the fact that we have designed clothes to match stay-at-home outfits.”

Once you combine that with the appropriate Boys Lie quotes for memes, it’s no surprise the brand has gone viral.

Robinson said their biggest success to date has been with the “Goodbye” hoodie (which reads “Boys Lie” and “Goodbye”) and the sweatpants set, which has been spotted and targeted by many when Gigi Hadid wore it after her and “Bachelorette” star Tyler Cameron broke up following a short-lived but high-profile affair.

Brand awareness has only snowballed since then, and Robinson and O’Malley have said they are working on a very exciting (secret, for now) celebrity collaboration that will launch soon. In the near future, they also hope to collaborate with stars such as Zendaya, Tyler the Creator, Travis Scott, Rihanna and Hailey Bieber, and introduce new products that resonate with an older population.

For their (upcoming) August release, Robinson and O’Malley said they took style notes of some of their favorite ’90s icons, like Pamela Anderson, Gwen Stefani, J-Lo and Aaliyah. Robinson said she was inspired by “the nostalgic feelings of the late 90s to the early 2000s”, and it shows. The collection’s color history has a very vintage aesthetic, and some pieces are made with velvet, a first for the brand.

They will also soon be launching their Oh Snap! Buttoned pants, featuring custom designed snaps on the sides of both legs. Robinson hopes the style will eventually become a Boys Lie staple.

There’s a lot going on for the founders of Boys Lie, but regardless, they said they will always stay true to their original vision for their brand: to inspire every person to wear their heart on their sleeve and him. remember that she is never alone.

“Everyone has a history of grief, whether it’s with a loved one, a best friend, your family or your job,” O’Malley said. “We wanted to bring people together, and through this process, we hoped people would resonate with our message.”


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