New Label Wknd Nation Debuts Cozy Classics With a Twist – WWD

Former “Intercourse and the Metropolis” and “Youthful” stylist Sofia Karvela and trade veteran Phuong Eire as we speak launch new cozy vogue label Wknd Nation. Karvela, who’s at present with The Wall Group, is the model’s cofounder and inventive director; Eire, who has held prior govt roles at American Eagle’s Aerie and Victoria’s Secret, is cofounder and chief govt officer. 

In November 2019, the duo have been launched by FullStride Ventures — a model incubator and enterprise lab of Gelmart Worldwide, which turned Wknd Nation’s investor. Together with funding help, FullStride Ventures supplies the younger model with operational and infrastructure help — akin to provide chain, product improvement, manufacturing and advertising and marketing (beforehand seen efficiently by means of intimates label Full of life, which offered to Wacoal in 2019). 

“We met at a espresso store, there was a spark and the remaining is historical past,” Eire stated over Zoom. “It was a blind date!” Karvela chimed in.

Sofia Karvela and Phuong Eire 
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From the start (pre-dating the COVID-19 pandemic-induced loungewear class surge), Wknd Nation’s preliminary ideas and designs revolved across the thought of creating comfy clothes extra fashionable. The model identify itself refers back to the free-spirited ease felt on the weekends, which the cofounders needed to hold into the weekdays by means of “bed room to boardroom” fashions.

“How will we create that concept of pre-styled clothes, or clothes which can be executed in a really considerate manner, which have a sure construction, however are very comfy?” Karvela defined. “I are likely to assume that individuals who look uncomfortable — from my perspective, it’s by no means cool.”

Sitting on the intersection between fashion and luxury (which the model refers to as #stylewear), at an accessible value level — at present starting from $28 to $78 (made potential as a result of FullStride Ventures) — Wknd Nation “celebrates consolation and celebrates your perspective.”

Looks from Wknd Nation

Appears to be like from Wknd Nation. 
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Eire’s expertise within the consolation area gave her a transparent thought for Wknd Nation’s preliminary product launch of evergreen staples.

“I believe the way in which we approached it was virtually extra of what a magnificence firm would do, versus a vogue firm. It’s not quick vogue — we’re not launching one thing to go away after which launch one thing else. We’re launching our core kinds, these are the celebs of our present and we’re going to nurture these kinds, these will stay without end,” she defined.

The duo stated that they labored to good Wknd Nation’s debut designs for the final yr. “There’s a narrative behind them, perfected from a supplies and end perspective as a result of they’re going to be with us, hopefully, without end.”

 

Looks from Wknd Nation

Appears to be like from Wknd Nation. 
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As well as, Karvela labored to design every bit to be dressed up or down, with polished, pre-styled particulars woven into the designs.

“I despise leggings and sweatpants, I gained’t put on them, ever — except I’m sleeping. In order that was a problem, too, as a result of I like to decorate up,” Karvela stated, including, “The development of it has to really feel totally different — basic with that twist. Not loungewear, not athleisure, extra ready-to-wear that’s extra comfy.”

As an illustration, rolled cuffs on the model’s natural cotton Energy T or ‘60s-inspired, female tulip hems and distinction trim on the Tux Leggings. Sustainability, too, was famous of significance to the model; the model is GOTS-certified, with all materials having met world requirements for natural textiles. Ts are composed of 100% natural Egyptian cotton, leggings are manufactured from sustainable material comprised of recycled plastic water bottles and recycled poly and the model’s packaging is all recyclable and comprised of recycled supplies. Moreover, the cofounders are working to “backwards engineer” their joggers and hoodies into the identical natural cottons for the long run.

A look from Wknd Nation

A glance from Wknd Nation. 
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The cofounders labored with Shopify to construct the Wknd Nation e-commerce web site, which debuts with seven mix-and-match, optimistic evergreen kinds (15 sku’s) starting from a polo-inspired plush sweatshirt and a female muscle tank to “Boardroom Joggers,” minimize barely oversize, with buttoned cuffs and drawstring waistband. 

Because the model expands, it’s going to unveil new comfy but polished, evergreen collections and classes (round each 4 to 6 weeks) by means of the drop mannequin. As well as, the model is providing digital styling providers, with hopes to carry bodily occasions sooner or later.

“We’re launching with a stylist hotline referred to as 1-800-Wknd-Nation, that up to now goes to be simply digital. Sofia will do workplace hours, we’re going to accomplice with different stylists [within The Wall Group network]; we’ll even be doing Instagram Dwell [an upcoming series with Shopify Plus was noted] and stuff on our web site. Actually showcasing the complete gamut of stylists,” Eire remarked.

A look from Wknd Nation

A glance from Wknd Nation. 
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