Kort sagt, det er fordi de er gratis. And no, this is not a scam; vi gentager, dette er ikke en fidus. Mænd lad os sikkerhedskopiere lidt. Da Kone-and-Man Duo Ellie and Quang Dinh founded their newly launched brand Girlfriend Collective earlier this year, they wanted to hit three main points: 1) to create a chic athleisure line that was minimalist in design without compromise with 2) to be environmentally friendly and offer complete transparency with each step in the clothing manufacturing process; and 3) to deliver a luxurious product that people would trust.
How they achieved all of the above: The recruited designers, one from Acne Studios (for achieving the smart, beautiful girl aesthetic) and another from Lululemon (for performance). They found a factory in Taiwan dedicated to converting plastic bottles to recycled polyester (they break them down, melt them and tighten them in fiber). De fandt en fair trade facilitet i Vietnam, der kunne tage den genbrugte polyester og væve det i tøj.
“Det var vores enhjørningsvæv,” fortæller Ellie os. “I had many predictive ideas about what recycle would be and my biggest concern was that it would not feel high quality but we were just floored-it was amazing. It’s probably the softest and most luxurious fabric I have ever honestly stødt på. “
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Og hun siger, there’s nothing else like it on the market. It is soft, men certainly. It’s thick, but not uncomfortable. It claims she, the perfect pair of compression leggings, working for everything from relaxing to running a marathon in, På toppen at improving the environment (each pair is made of about 25 water bottles). So how did these leggings almost crazy-viral almost overnight? (I øjeblikket er de reserveret til januar.)
“Min mand tænkte faktisk på ideen”, siger Ellie om deres marketingplan for at give væk leggings og få forbrugerne til at betale for $ 20 fragtomkostningerne. “Det er lidt skræmmende at købe en $ 100 par leggings fra et mærke, du aldrig har hørt om. We wanted people to trust us and by giving people the product, we knew they would trust us – that’s where much we believed in what we are doing. “
They launched in April earlier this year and spread the word of their slightly unconventional, free-leggings campaign via Facebook. And just that they sold the 10,000 pairs in the first day, and they received about 800 e-mails from consumers who needed to know if this was a scam.
“Det var så hårdt,” minder hun om. “Vi var bare freaking ud, og derefter deling funktionen på Facebook styrteede, hvilket hjalp os med at få vores ånd i et øjeblik.”
Hej pige, guder hvad? Vores leggings er i overensstemmelse med din krop det øjeblik du lægger dem på, støber til din form og hopper tilbage til deres originale størrelse en fuld 98%. #heygirlfriend
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The campaign ends in January 2017, and the brand is resumed with a complete selection of dearest collective articles in the spring (they have already begun to sport a sport, and Ellie loves more colors). Mænd vi måtte vide: Mister de penge fra denne kampagne? “Let’s say it like: We are not making penge ud af det. It costs money to acquire a new customer, “she explains.” So we just took the budget for traditional advertising and delegated it differently. This is essentially our advertisement. “
Hitherto they have recycled more than 1.5 million water bottles – and remember, they’re really just just getting started.
“Vi rammer mange forskellige demografi-there is the girl who just wants a deal and there are the girls who are ethical, thoughtful customers, and so the girl who understands our aesthetics,” says Ellie af deres målgruppe. “Vi er helt sikkert et mærke i årtusinder, but then we have grandmother in our leggings – it’s really for someone and it’s so exciting to see it.”
You have one month more! Få dit gratis par kæreste kollektiv leggings (det koster $ 20 for fragt, du kan læse hvordan de ankom til det prispunkt her) ved tilmelding på girlfriend.com.