'As lines that once defined social categories further blur, more and more customers are looking for brands that reflect this shift away from labels, binaries or limits.'
mingle with vintage curators named @internet_tears or @grotesquebabydoll. When each item on Depop averages around $40, it proves that the resale system, which companies like the luxury consignment platform TheRealReal pioneered, can work for items that don't fall into the high-end category, which is essential.
As lines that once defined social categories further blur, more and more customers are looking for brands that reflect this shift away from labels, binaries or limits. A slew of other independent brands are relying on social media and direct-to-consumer techniques to grow and experiment. The Chicago-based conscious streetwear brand ASc, whose pieces range from leggings in swirling liquid neon prints to snakeskin nylon bodysuits, prioritizes customer experience on platforms like Instagram."We love the community aspect to spread brand awareness and to get quick and direct feedback from our clients," says designer Anna Slevin.
Similarly, Happy99, a"virtual clothing brand" and the brainchild of two artists, creates spacey boots and platforms that can, for now, only be seen on-screen. Hyperreal photoshoots show their 3D designs superimposed onto models that look like AR adaptations of street-style stars.
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