We all shoot for the moon

Posted: Oct 31 2014

Starting a new online retail fashion brand in today's cut throat, crowded market is a daunting proposition. But we are now close to doing just that. High hopes and big ambition got us started, but it's the unrelenting hard work and massive support of friends and family that's got us to this point. The sewing is well underway in our Brooklyn factory and we expect to launch just before Thanksgiving. 

Last weekend, at StudioLIC in Long Island City, we shot our launch collection; Hoodies, T-Shirts, Shirts, Scarves, Throws and a Baseball Cap in combinations of cashmere, silk, bamboo, fleece, hemp and silk. It's what we like to call - a simple, elegant collection of everyday essentials offered at transparent and affordable prices. 

When we planned this we asked ourselves how we want to to approach this shoot. The only answer was the same way we approach everything. Keep it simple and authentic. What did this mean for our shoot? Our models Drew and Danielle had no makeup or hair styling, they wore the garments as they would on the street, and we didn't re-touch or photoshop anything in the photographs. 

Now we are populating the images in our online store. Here are a few to give you a taste of what is to come. 

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