On launching a brand
Because this is a ‘behind the scenes’ sort of newsletter, I’m letting you in on something I’ve been contemplating for the past ~2 months: launching a brand!
Why launch a brand?
When I started this project in January, my goal was to take a hands-on approach to circular fashion by unraveling an old sweater and knitting it into something new (and writing about it of course).
In my mind, starting a brand dedicated to circular knitwear is a natural next step in the journey. It expands my proof of concept beyond ‘can I make this sweater’ (I was confident going in that the answer was yes) and asks the question ‘can I start a circular fashion brand and grow it to become profitable’?
There is precedence - there are some existing brands focused on remanufacturing and upcycling. But for me personally, this is uncharted territory. Going forwards, this newsletter will continue to explore the design, materials, and manufacturing processes of circular knitwear. In addition, it will serve as an inside look at the realities of launching a circular knitwear brand.
Introducing…
One-of-a-kind knitwear using materials already in circulation. Unraveling and remixing damaged and old sweaters, giving them new life.
R.e. branding - I did some useful exercises (and a loooooot of cogitation) to define core values, messaging, and of course visual identity! I can write about this in a future email (if of interest). Also, as with any new brand/product, much of it is subject to change.
I did also lock down a website and an IG account (though there’s not much to see there… yet)!
What does this ‘launch’ actually entail?
Now that I’ve published this post, I would consider myself officially ‘launched’ - I’m just pre-revenue ✨
I’ve started designing and producing a (very) small collection using all post-consumer, deadstock, and scrap materials. My plan is to pitch it to friendly sustainable boutiques/vintage stores here in NYC (I believe we share a target customer) and do a ‘pop up’ / residency of sorts this summer.
It shouldn’t come as a surprise after my last newsletter, but the focus of my first collection is summer tops!
A little teaser for you -
More to come next week!
Best,
Anne
Really great! Start small and stay differentiated. Learn all you can and have fun! Can’t wait to see what you design and make.
Wow yay!!!