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.
@chanel and @pharrell dropped what’s being dubbed as the world’s most exclusive sneakers yesterday. The Adidas Originals NMD Hu, which Williams designed in collaboration with Chanel and @adidasoriginals, has a waiting list of over 120K people who pre-registered online at chanelatcolette.fr –– and only 500 pairs are on sale. The singer predicted the resale value of the shoes could reach $40K. Read the full interview on WWD.com. Link in bio. #wwdfashion (📷: Dominique Maître)
@imanshumpert is diving deeper into his creative endeavors and relaunching his clothing line, Post 90s, and is helping to raise money for the hurricane victims in St. Maarten with a jersey he’s designed with his brother. The Cleveland Cavaliers player talked to WWD about kneeling during the national anthem, working with fashion brands and how he wants to be more than an @nba player. Read the interview on WWD.com #wwdfashion (📷: George Chinese)
Not only does #TheProfit return to CNBC tonight, but @marcuslemonis has launched @shopmarcus, a new shopping and lifestyle retail experience in Aspen and Chicago, with more locations to come. The retail stores offer in-store stylists and a variety of contemporary womenswear selections.
“It’s life, I’m going to face it,” @mingxi11 sighed. “I fell, but you know, I think the most important thing is that I get back up. I had the love, the help from my sister — the girl next to me Gizele [Oliveira] — she’s so nice. When I went backstage everybody was trying to comfort me like ‘Oh Ming, it’s OK.’ I’m really, really touched. I think it’s them who gave me the courage to go back on stage for the finale,” Xi told WWD of her fall at the @victoriassecret fashion show. (📷: David Fisher) #wwdfashion #vsfashionshow #victoriassecret
@louisvuitton tapped @therealpeterlindbergh for its latest city-centric photo book, which is part of a series called Fashion Eye. The primarily black and white book captures the spirit of Berlin in 57 images shot between 1989 and 2019. “Berlin is an inspiration for me, more than a city. I mean @millajovovich is simply Berlin!” said Lindbergh. #wwdfashion
“You know, I think audiences expect a certain performance so I have to deliver to them what they’re expecting to a certain degree. But I’m also a different actor and a different person, I have my own spin on the character,” says @noahegalvin of his takeover of the leading role in “Dear Evan Hansen” following the departure of @bensplatt, who originated the role. Read WWD’s interview with the 23-year-old actor on WWD.com #wwdeye (📷: @jilliansollazzo)
For pre-fall 2018, @etro created richly-colored wonderland, using tapestries, textiles and wallpapers from the Eastern world at large. The line featured floral and graphic prints and jacquard motifs, like this two-piece look featured here. #wwdfashion (📷: Giovanna Pavesi)
@kith is moving into children’s. The men’s and women’s streetwear brand has launched Kidset, a Kith kids line located in New York at 64 Bleecker Street. The line includes mini versions of staple Kith pieces like the Astor bomber jacket and the Kith box logo sweatshirts, along with a wall that can display up to 120 pairs of shoes from @adidas, @newbalance, @timberland and more. #wwdfashion
“I just wanted to create this fully rounded character, but I do think what excited me most was just the opportunity to give a group of people representation that I feel needs it. I like to do characters in projects that stand for something and Karolina definitely does, so that was really exciting to me,” @ginnygardner says of her new role in @hulu’s “The Runaways.” Gardner plays Karolina Dean, a queer superhero, which is a rarity for @marvel. Read more about Gardner’s character on WWD.com #wwdeye (📷: @dandoperalski)