By  on May 7, 2018

Remember Generation X? It might seem counterintuitive to create a direct-to-consumer clothing brand in 2018 aimed at someone other than Millennials and Gen Z, but Kiln, the brainchild of former Sequoia Capital managing member Scott Carter, is targeting the 35- to 40-year-old and beyond looking for elegant, high-end everyday wear.

Launching Thursday on kilnapparel.com with a 90-piece spring collection for women and men ranging from $115 T-shirts to a $595 georgette maxidress, the company means to exemplify its name — slowly creating lasting, thoughtful product.

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