Nasty Gal is increasing its offerings with the launch of its first in-house designed product.
Nastygal.com will unveil its namesake label today with a denim collection featuring the $88 The Kink, a high-waisted skinny jean that comes in seven colors and a tropical palm print. In mid-August, shredded shorts and a low-rise skinny will debut. Later this month, a full 32-piece collection, retailing from $58 to $400 for a leather jacket will roll out for fall.
The company is growing rapidly — 2010 saw $6.5 million in sales, with this number more than quadrupling in 2011 to $28 million. Twenty-nine-year-old founder and chief executive officer Sophia Amoruso told WWD the growth trajectory is the same for 2012, which translates to more than $115 million in sales by year’s end. She maintains that she’s not looking for investors.
“We’re evolving quickly from providing a highly curated shopping experience and assortment of hand-picked brands and items to designing and developing our own exclusive branded products. We’re really looking forward to offering our customers the Nasty Gal brand across a variety of categories,” she said, adding that she projects branded product to comprise at least 50 percent of overall sales by the end of 2013.
Nowhere near as provocative as its name suggests, the four-year-old company that started off as an eBay store in 2006 selling vintage clothing, has grown more than 500 percent each year and boasts more than 150,000 consumers in more than 50 countries (35 percent of overall sales are international). The site relies heavily on social media and sharing across the various platforms — it has over 450,000 “likes” on Facebook and nearly 55,000 followers on Twitter — with the average customer ranging from 18 to 28.
“We’ve been a retailer up to this point. Our customer is so loyal, and our natural next step is to curate from perception to production for her,” Amoruso said of the premier collection, which will include pieces such as sweaters with “techno ditch data corruption,” or emoticon prints such as smiley faces. “We have spent a lot of time listening and getting to know our customers well: what she likes, how she shops, what she wants to see. We’re evolving quickly from providing a highly curated shopping experience and assortment of hand picked brands and items to designing and developing our own exclusive branded products.”
Amoruso added: “What’s made us successful has been our curation. We’ve gotten to know our customer over nearly a six-year period, so designing for her, in many ways, feels much easier than curating disparate items from the market. We will always continue to carry other designers, but will continue to make the Nasty Gal experience about our brand and [a] specific blend of influences.”
Nasty Gal will also introduce its first ad campaign and Super Nasty, a biannual print magazine, in September. The publication and the fall collection will be feted in New York during fashion week.
In yet another fashion show shuffle, @elleryland is moving its show in sync with the Paris couture calendar — though the brand is still keeping one foot on the city’s ready-to-wear schedule. Their runway show in January will coincide with the launch of a new strategy: designing two main collections each year instead of four, which will then be released in four drops. “As we all know, the system needs to change. We need to show sooner to give time back to artisans and designers to do what they do best — create,” said founder Kym Ellery. #wwdnews #wwdfashion (📷: @kukukuba)
@maxmara’s classic 101801 coat was the cornerstone of its pre-fall 2018 collection. The design team expanded the traditional double-breasted, kimono-sleeved style into a trapeze coat, lean belted styles and a peacoat and presented them in monochromatic looks – like the camel one pictured here. #wwdfashion #prefall18 (📷: George Chinsee)
The @cfda has shifted the dates of #NYFW, with Men’s showing on February 5 through February 7, and Women’s will directly follow, running from February 8 through 14. The preliminary schedule will be released on the CFDA’s web site in the next few days, but Mark Beckham, VP of marketing for the CFDA, revealed that @rafsimons will be back to close the men’s-specific part of the week with a show on February 7 #wwdfashion (📷: Kelly Taub)
@ferragamo is introducing a new space dedicated to the development of women’s and men’s leather good samples. The laboratory, which is created eco-friendly materials and designed to reduce the environmental impact of the manufacturing processes, will allow the company to expand its accessories offering through traditional artisanal approaches. #wwdfashion (📷: @aitorrosasphoto)
How does a “regular, degular, schmegular” girl from the Bronx, N.Y., become a Grammy-nominated artist with a certified platinum record in less than a year? Call it the @iamcardib come up. The 25-year-old has become a musical sensation, and the fashion world is taking note. “If I could describe her style I would say drama. She’s really into the dramatics,” says Cardi B’s stylist @kollincarter. See how Carter styles her bold and out there looks with the link in bio. #wwdfashion
“There is no formula. There is no guideline. I can watch Ted Talks all day, but there is no one who can advise me on exactly what it is I should be doing,” said @ronniefieg, CEO of @kith, in an interview with WWD’s @ariahughes at the brand’s new SoHo office in Manhattan. Head to WWD.com to see how Fieg went from hanging out in shoe stockrooms at 13 to building his own business. #wwdfashion (📷: @weston.wells)
@fearofgod and @maxfieldla have teamed up on a pop-up installation. The store, located in the gallery space across from Maxfield’s Melrose Ave location, is the site of the brand’s House of God pop-up in which Fear of God founder @jerrylorenzo has created a church-inspired installation. A dozen vintage church pews sit in front of an LED screen playing 90s gospel singers in an effort to re-create an environment akin to a Southern Baptist Church, Lorenzo explained. Read more about the pop-up on WWD.com #wwdfashion (📷: Jennifer Johnson)
Known for his sleek, sophisticated American glamour, Norman Norell is the subject of an upcoming exhibition at @fitnyc. “Norell: Dean of American Fashion,” which runs from February 9 through April 14, will feature approximately 100 ensembles and accessories. His best work is exemplified by the designer’s glittering “mermaid” gowns frosted with thousands of hand-sewn sequins – like the one pictured. (📷: William Helburn) #wwdfashion
For pre-fall 2018, @balmain didn’t let go of the glitz. A crystal embroidered baseball jacket priced at around $40,000 hangs in the “couture” section of the brand’s first men’s pre-collection. Sporting the words “Balmain Army” across the back, the item took around two months to make. “When it was completed, it was like Christmas, it was like, ‘It’s done, it’s exactly what I wanted,’” said Balmain’s creative director @olivier_rousteing during a tour of the collection in a Paris showroom on Monday. #wwdfashion