JOINING THE FRAY: Add another one to the crowd. On Sept. 1, Offline Inc., the Los Angeles-based company behind the brand Sugarlips, will launch Dahliawolf.com, a Web site that mines customers’ ideas to inspire clothing designs. Customers will be able to post and vote on images at Dahliawolf.com that they want to see mirrored in apparel. Offline’s designers will use the top images to create four sample items daily, which will also be voted upon by customers. After 14 days, the most popular items will be available for preorder and manufactured. Customers that initially posted the images that become items for sale will receive 10 percent commissions on all sales of their items.
Dahliawolf.com follows in the crowdsourcing footsteps of the likes of eBay, which last year asked the Web masses to select its five favorite Derek Lam dresses out of 16 options; ModCloth, which last month launched its second crowdsourced private label collection, and Threadless, the T-shirt specialist that relies upon designs submitted and chosen by the public.
This story first appeared in the August 24, 2012 issue of WWD. Subscribe Today.