The Instagram-born brand Still Here has broadened its reach through Net-a-porter.
Building the label’s international base is one of the upsides of its latest retail connection, since Denmark and Australia have been strong areas for its own e-commerce sales, according to founder Sonia Beyda Mosseri. With the help of her husband Maurice, who is her business partner, Mosseri launched Still Here through Instagram and direct-to-consumer late last year. Two months later the couple shipped their first order to Barneys. “The truth is I find our company to be lucky. I’m very thankful for the conversion rate through Instagram because 98 percent of our sales comes through our fan base. It’s a lot of pressure. But the more effort we put toward Instagram, the more sales we see,” Mosseri said.
The brand aims to have 50 percent of its sales from retailers and 50 percent from its own direct-to-consumer sales. Made in Los Angeles, the sustainable line of jeans include $235 plain styles, $280 painted styles, $350 embroidered ones and $480 corded vintage blue jeans. Handpainted stripes and hand-guided chainstitch embroidery are a few of the finishing specialized touches. She said, “In a time when fast-fashion is becoming aggressive, people have stopped trusting it. They want something more special in their everyday clothing. There is something appealing about a brand that has a hand-feel, and a personality behind it and is more human than these bigger brands.”
After studying philosophy at Brooklyn College, Mosseri started out interning for Rosie Assoulin and eventually became her design assistant. Her experience also included runs working for a blogger, a trim store and codesigning costumes with her stylist sister Alyse Franco for her brother-in-law Irving Franco’s film “Cheerleader.” The idea for Still Here sprang partially from noticing how jeans had become a key part of the new uniform that a wide range of working women wear in various major cities. “The reason Maurice and I started Still Here in the first place was because we recognized a change in women’s fashion,” Mosseri said, adding they were intrigued by the prospect of working in an industry that had so much history and legacy.
While they wanted to be part of that and respect timeless values in denim like fit, wear and wash, Mosseri said she also wanted to introduce signature stripes among other elements. She said, “We wanted to continue the conversation of jeans and bring it to a new place. We want to offer women something exciting for a thing they are wearing every day any way.”
As for whether it works well working together, Mosseri said, “I’d worked other places where it was a husband-wife team. It’s always a challenge no matter what. I don’t think you can do it perfectly but Maurice and I have always connected around entrepreneurship, trends and business. It’s what we both love. We love to talk about strategy. It was very natural for us to do this together. As this became more full time, we’ve really learned that the second we get home we don’t talk about it. And the second that the weekend begins, we just want to relax and be together. We work so hard. We [also] work hard to make those boundaries. Some of those come naturally, but we both feel really lucky that we like working together.”