- Amazon Prime Video (Video on Demand)
- Heidi Klum, Tim Gunn, Naomi Campbell (Actors)
Rising purse model Coming of Age, or COA for brief, is branching out to garments and footwear — hoping to create a simple uniform for harried instances.
The label, based in 2019 by Brooklynite Amanda Lurie, was shortly snapped up by stockists like Want Provide, Meeting, No.6 and Ron Herman Japan. However because the retail market shrinks and evolves, Lurie — previously of Priscavera and Coach — is trying to take issues into her personal palms.
COA has attracted a cult following for its minimal refined shapes, like a signature elongated lunch-bag model, fabricated in lush supplies, like iridescent taffetas and natural Japanese nylons.
However consumers — now with few locations to peacock — have misplaced curiosity within the type of eye-candy purses that COA traded in. Thus, Lurie took this season as a second to reset and design a spread of baggage that fits the local weather. This problem is one which many impartial manufacturers face — remaining as related as they had been solely six months in the past, a time when individuals nonetheless shopped and dressed for sport.
“Throughout COVID-19, I’ve considered how I’m an equipment model and lots of people will not be going out and sporting assertion baggage. That’s why individuals purchased my baggage as a result of they’ve an eye catching print and are iridescent. So I believed, ‘OK, nobody is basically sporting that now so how can I make equipment for this time?’ This assortment is extra about operate, issues you’ll be able to put on in any method,” Lurie mentioned.
“I do know individuals are sporting simply tote baggage and going grocery buying — perhaps they’re exterior in nature with backpacks and tote baggage — so it was about making stuff for that. Waterproof baggage you can put your water bottle and bathing go well with in,” Lurie added of the shift in her design course of.
Reversible totes, putty-colored cross-body baggage, an outsized hobo model and a drawstring knapsack (priced from $150 to $300 retail) are Lurie’s reply for nonchalant, practical baggage for these instances.
They are going to be a part of a brand new direct-sales technique marketed by way of the COA web page. Whereas the model will proceed its wholesale distribution technique in markets like Japan — the place it has probably the most factors of sale — Lurie is eager on driving U.S. gross sales by way of her model’s personal web site.
This streamlining has additionally enabled her to department out into different product classes. The designer is launching a line of a-gendered trousers, tops and vests, produced in her signature gingham taffeta in addition to new technical fabrications. Ditto for an abbreviated vary of slippers, clogs and flip-flops — all made to be simply blended and matched as a utilitarian work-from-home wardrobe. Footwear and garments have been priced from $200 to $300 retail.
Lurie sees her line as a uniform that may maneuver between loungewear, and garments for fast runs out of the home, say to the grocery retailer or a stroll within the park, becoming the sorts of jaunts that now comprise many city dwellers’ day by day lives.
“It’s all simple to throw on, there’s a consolation and flexibility. The materials are sturdy and though the footwear are made in silk, they’ve rubber soles and cushiony footbeds. The pants and shorts have elastic within the again so they’re roomy and you’ll put on at completely different locations on the waist. Every bit I see as workwear however minimal and clear,” Lurie mentioned of the road’s new performance.
“The thought is simply to have individuals suppose much less about what they put on. The entire thought of the uniform is to be extra sustainable. You’re sporting one factor and switching it as much as put on it in several methods to really feel good in it,” she mentioned.