Influencer Alexis Ren teamed with the founders of Touché LA to launch her own activewear label and subscription box service.
Ren, who counts about 9.4 million followers on Instagram, launches her namesake label Ren Active next month with the first box going out July 10. E-commerce will launch in tandem with the subscription box.
“It [subscription] gives me the option to test designs and get personal with my fans and all the people who support me to get their personal opinion,” Ren said of the reason for using the subscription box model. “I think subscription is the way to go as far as selling online and online distribution. It’s definitely a Millennial way to do things. For me, it’s just about the convenience and the fun and the surprise.”
Box subscribers will pay $69 for one piece of activewear from her line and a piece of gear such as a yoga mat, sweatband or water bottle.
“I’m such an active human being and I could be rocking all these other brands, but why not rock my own brand,” Ren said.
Using activewear as the launchpad to build her own brand made sense, she said. Ren added she could see expanding into categories such as loungewear, lingerie or clothing.
“I plan on trying to go full force,” she said. “It’s everyone’s dream to create your own empire or be able to be your own boss.”
The timing of any sort of expansion is dependent on Ren’s other endeavors, she pointed out. She’s stretched across a number of opportunities that have come her way, including modeling, acting and work for other brands. And she’s seeing no slowdown of those options, she said.
Ren partnered with Karl and Jaynee Singer, the founders of women’s private label business Touché LA, to develop her activewear line. The initial collection totals 22 stockkeeping units, with everything made in Los Angeles.
The brand will also be distributed at select retailers.
“In terms of wholesale, we’re keeping it very tight in terms of who we sell to,” said Karl Singer, who serves as Ren Active’s chief executive officer. “We have the confidence in our direct-to-consumer business and I think it’s better for the brand to understand our consumer out of the gate.”
Revolve is confirmed to carry the line at launch.
For More West Coast Coverage in WWD: