Grammar, a new capsule collection of organic cotton women’s shirt styles, isn't playing by the fashion rules.The collection will be available for pre-order on Kickstarter starting Sept. 5, and then will be sold exclusively on Grammarnyc.com, beginning in November.The five shirts, which have names such as The Verb, The Preposition, The Dangling Modifier, The Conjunction and The Split Infinitive, are made by hand in New York’s Garment Center and are available in sizes 0 to 12. Orders placed early in the Kickstarter campaign will receive a discount (15 percent off the purchase of one shirt, 20 percent off the purchase of two to four shirts, and 25 percent off if all five styles are purchased) from the planned $150 to $250 retail price points. Orders will be shipped to customers eight weeks after the Kickstarter funding.According to Althea Simons, founder and chief executive officer of Grammar, "Not a lot of fashion people use Kickstarter. I'm using it to collect pre-orders so I don't have as much inventory risk. I needed to raise money to produce, and I'd rather have it come from pre-orders."The first collection contains shirts made of 100 percent sustainable organic cotton poplin from India. The Verb shirt ($150), for example, is men's wear-inspired with bust darts and a center back seam, while the Preposition shirt ($195) has a swingy body shape, curved hemline and three quarter sleeves. The Dangling Modifier shirt ($250) is an extra-long style with side slits and back vent featuring gathers at the shoulder, floating darts and cuffs with slits and no buttons, a V-neck and stand collar.Simons projects she'll sell 1,200 shirts in the first year.Simons said she wanted to do something really focused and using one fabric, from a supply chain perspective. "It was an interesting design challenge. I love white shirts. People can easily grasp the concept. People who like white shirts, like white shirts," she said. She said she has plans to do different products in the future."After white shirts, I want to do black pants, black blazers, I'd love to do sweaters and outerwear," said Simons, who feels strongly about creating a system of dressing.Simons said she views her shirts as “a wellness product.”“We are bombarded with so many stressful decisions every day, getting dressed shouldn’t be one of them. Taking that aspect out of your life reduces decision fatigue and stress. Wearing organic means you don’t have chemicals against your skin — the largest organ in your body — reducing your toxic load," she said. She explained her goal is to create a minimalist work uniform consisting of structural, stylish separates made with sustainable materials.Simons received an MBA in Entrepreneurial Management from Wharton in 2016, and before that earned a B.S. in neuroscience from Brown and an A.A.S. in fashion design from The New School's Parsons School of Design. She previously worked as a designer at Yeohlee Inc. and as a sales associate at Issey Miyake.She said what inspired her to launch a fashion business was a fire that occurred in her apartment while she was a student at Wharton. She lost all her clothing, including some vintage shirts she had. "I had to buy all new clothes, and when you need to find clothes, they're so hard to find." She said it's always been her dream to have a sustainable fashion company, and she figured after the fire, if not now, when?As for the idea of naming the company Grammar, she said she was thumbing through her copy of "Elements of Style," and there were so many words that were already taken. When she came up with the word, Grammar, she said she was elated to find out that the name was available.
In honor the @CFDA’s announcement of @iamnaomicampbell receiving the Fashion Icon Award at the 2018 #CFDAAwards, which will take place on June 4, here’s a #tbt of the supermodel on @michaelkors’ runway in 1991. #wwdfashion #wwdarchive (📷: George Chinsee)
“I was making the guacamole when my scout saw me,” says model @stuckinteenage on being discovered just six months ago while working at @chipotlemexicangrill. Since then Williams has signed with @dnamodels, walked in her first show at @calvinklein and landed on the cover of @vogueitalia – a high point of any model’s career. To read @lisajlockwood’s full interview with the model on her experiences thus far, head to WWD.com – link in bio. (📷: George Chinsee)
“I love the idea of dialogue, period. It’s where I’ve always gotten my inspiration from: hearing other women speak, their journeys and their paths,” said @hereisgina, who delivered the keynote speech during @sxsw for @createcultivate in partnership with @fossil. For her two panels, Rodriguez chose female empowering, female-led and female entrepreneurs to focus on. Head to WWD.com to read more about her thoughts on Time’s Up, growing up in a family of women and why we “need a girls’ club.” #wwdeye #sxsw (📷: @jgreenery)
Leading luxury brand are shaking things up to keep up with streetwear. Case in point: the arrival of @mrkimjones as artistic director of @diorhomme. Jones, who succeeds @Kris_Van_Assche, is seen as one of the handful of designers who can actually straddle the luxury and streetwear worlds — which could lead to even more changes at established brands. What could this mean for the rest of the menswear landscape? Head to WWD.com to find out what experts predict #wwdfashion (📷: @franckmura)
“It’s like buying groceries. You’re going to buy the best mango, the best mozzarella, the best things. You have to, or others are going to take it all,” said @gabrielahearst on why she uses only the finest fabrics. Last week, Hearst received her first @cfda nomination for Womenswear Designer of the Year, and earlier this month she opened a permanent showroom in Paris. To read @jessiredale’s interview with the designer and find out why this is shaping up to be a big year for her, head to WWD.com. #wwdfashion (📷: @francoisgoize)
“It’s an interesting thing, playing a younger version of your mother. It’s an interesting concept. I adore my mom and love her in every capacity, but it was just something that had never crossed my mind,” says @anniemstarke on playing a young Joan Castleman in “The Wife.” The same role will be played by her mother Glenn Close. Read more about her growing up in the film industry as the daughter of producer John H. Starke and Close and what she has planned for the future #wwdeye (📷: @nataliamantini)
@asics is launching a new streetwear sneaker inspired by its latest ambassador, @steveaoki. The Hyper-Kenzen x Aoki, which will launch at @footlocker stores exclusively tomorrow, is a slip-on style that incorporates the brand’s proprietary Gel technology through beads integrated into the midsole for comfort and endurance. Read the full story on WWD.com.