We’ve seen Dove’s “real women” and Aerie’s unphotoshopped teen models. But as the quest to promote realistic female beauty that sells product continues apace, one online clothier is taking the road less traveled towards truth in fashion.
Betabrand, San Francisco-based e-commerce company, is showcasing a group of smart women in it’s newest assortment of spring clothing. But you won’t see just any smarties are appearing in Betabrand’s pants. “We sought out women with doctorates,” cofounder Chris Lindland tells CoCreate. You’ll see them reading or riding on the back of a motorbike, sporting stretch selvedge denim or shirtwaist dresses that range in price from $80 to $178. “Is it an industry first to focus on only the brainiest women? My guess: Yes.”
Lindland’s never been shy about pushing the boundaries of branding. He based the entire business on a sardonic twist on corduroy trousers, then broke out with such products as gold lame hoodies and a “Vagisoft” blanket. The latter became a viral hit thanks to an endorsement from director Paul Feig (of Bridesmaids and The Heat fame).
Read the full article here: http://bit.ly/BBwomensFastCo
Lydia Dishman is a business journalist covering innovation, entrepreneurship and style for Fast Company’s CoCreate.
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