In an industry that focuses on how plus-size women look, See Rose Go focuses on what their customers want to do.
Style, durability and heat regulation, says Cavanaugh, came up again and again in focus groups. “Inevitably the conversation regarding day-to-day experiences would turn to body heat regulation. Women told us, ‘I’m hot a lot’ or ‘I would layer outfits, but I’m too hot.’ With our experience under Nike Inc. we know how to create solutions to customer problems. We listen, and find the pain points then create a solve,” Cavanaugh shared.
Before launching See Rose Go Cavanaugh and Zhou went to mills in New York and fabric libraries. Still they couldn’t find the body heat regulating fabric they needed. So, they invented it. Their proprietary fabric is called CoolRose, a patent-pending cotton based fabric that delivers wicking, cooling, and anti-pilling and is machine washable. “We believe in pieces that have staying power,” says Zhou.
This week See Rose Go launched a new collection based on their best-sellers. “This collection is chic with a street vibe,” says Zhou. “We’re using reclaimed fabric that would have otherwise gone to the landfill,” she says, pointing out that COVID-19 has made clear that customers want sustainable fashion options now more than ever. When it comes to their priorities during the pandemic, Cavanaugh and Zhou are clear that See Rose Goes is about “solution over sales.
“When March hit,” states Cavanaugh, “it reinforced how we wanted to show up as a brand. Instead of launching the collection in order to scale, we launched it to bring joy.” Virgie Tovar is an author, activist and one of the nation's leading experts and lecturers on fat discrimination and body image. She is the founder of Babecamp, a 4-weekVirgie Tovar is an author, activist and one of the nation's leading experts and lecturers on fat discrimination and body image. She is the founder of Babecamp, a 4-week online course designed to help women who are ready to break up with diet culture.
Canada Latest News, Canada Headlines
Similar News:You can also read news stories similar to this one that we have collected from other news sources.
DeMario Jackson Says Matt James' Final Rose Will Be Under Intense ScrutinyHere's why Matt James might receive a ton of backlash in the end, according to DeMario Jackson.
Read more »
Running Shoes Handmade by Nike Co-Founder Go On the BlockOnline bidders will vie for a pair of sprint shoes that were handmade by Nike co-founder Bill Bowerman and carry an estimate of at least $130,000
Read more »
Must Read: Kerby Jean-Raymond Discusses Defunding the Police, How Black Women Built the Plus-Size IndustryPlus, Beverly Johnson speaks out about racism in fashion.
Read more »
Highsnobiety Turns Digital Fashion Week On Its HeadThe online publication has created “Not in Paris” as a way to fill the void of the canceled Paris Fashion Week Men’s and bring together brands and disciplines across geographies.
Read more »
Sizing Up London’s First Digital Fashion WeekWhat London’s Digital Fashion Week had going for it: hearing people talk about the meaning of their work and being able to follow them into their worlds.
Read more »