'ever/after' is a Brand That Reflects a Californian Lifestyle
Tiana Reid — January 14, 2013 — Social Good
References: everafterclothing & pinterest
Based in Newport Beach, California, 'ever/after' is a clothing brand for children that reflects what's often considered as the casual and low-key West Coast lifestyle. The designs are fairly basic in their aesthetic, but not without thought. There's a high/low skirt for girls that resembles the on-trend "mullet" skirt. When browsing the children's lookbook, it's no surprise that there is also a line for adults, considering the wearability for all ages.
Twenty-five percent of each piece of clothing that is bough goes to a non-profit organization and/or cause that you can choose. Since ever/after wishes to have more than just a blind giving act, a 'change the story card' is attached to each item bought, which shows exactly what happens with the money donated.
Contact Information
ever/after website
ever/after on Facebook
ever/after on Twitter
ever/after on Pinterest
Twenty-five percent of each piece of clothing that is bough goes to a non-profit organization and/or cause that you can choose. Since ever/after wishes to have more than just a blind giving act, a 'change the story card' is attached to each item bought, which shows exactly what happens with the money donated.
Contact Information
ever/after website
ever/after on Facebook
ever/after on Twitter
ever/after on Pinterest
Trend Themes
1. Children's Lifestyle Clothing - Disruptive innovation opportunity: Create a clothing brand that reflects the casual and low-key lifestyles of children.
2. High/low Skirts - Disruptive innovation opportunity: Design skirts for girls that incorporate the trendy high/low style.
3. Cause-driven Fashion - Disruptive innovation opportunity: Develop a clothing brand that donates a portion of each purchase to a non-profit organization, while providing transparency on where the money is being used.
Industry Implications
1. Children's Clothing - Disruptive innovation opportunity: Innovate in the children's clothing industry by offering designs that capture the casual and low-key West Coast lifestyle.
2. Fashion Retail - Disruptive innovation opportunity: Revolutionize the fashion retail industry by integrating cause-driven initiatives that allow customers to choose the non-profit organization their purchase supports.
3. Social Impact - Disruptive innovation opportunity: Explore the social impact industry by creating a clothing brand that not only donates to causes, but also provides transparency and educates consumers on where their money goes.
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