Wknd Nation is a new casual loungewear clothing line designed with comfort in mind by Sofia Karvela, the former Sex and the City and Younger stylist, and Phuong Ireland, a fashion industry veteran. To kick off the new series, the brand tapped Independent Full-Service Creative Agency, ROOK/NYC to create its brand identity, packaging design and digital experience.
“Our e-comm packaging is the first physical interaction our customer has with Wknd Nation, and ROOK really brought the branding to life on this incredibly important touchpoint. They were thoughtful about every detail, creating a memorable series of surprise-and-delights for our customer. ROOK is a visionary thought partner, working with us to design an unmatched, special experience while meeting our sustainability goals, said Phuong Ireland, the Co-Founder & CEO of Wknd Nation.
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With the shift to online accelerated, the last few months have seen renewed interest and success in the DTC model, whether it be digitally native players like Allbirds or traditional retailers like Nike shifting more of their business in that direction.
An unexpected entrant looking to capitalize on that wave, 70-year-old intimates manufacturer Gelmart International on Tuesday launched a brand incubation and venture arm, FullStride Ventures, as an alternative to traditional VC funding. The move comes after Gelmart worked to incubate DTC brand Lively as a co-founding investor and manufacturing partner.
From here on out, FullStride Ventures will incubate its own brands, and provide investment and turnkey supply chain solutions and product development to startups, according to an emailed press release. Gelmart defines itself as the leading intimates manufacturer in the U.S. and the largest private label player in the industry, with work that includes creating products