Each x Other goes direct to consumer, plans Miami store for 10th – WWD
PARIS – A decade after launching their artistic influencer fashion label, Each x Other co-founders Jenny Mannerheim and Ilan Delouis are gearing up to put down roots in a city they believe embodies the same blend of art and fashion: Miami .
“We were among the first to use clothing as a canvas, to be collaborative and to make capsules [with artists]. It’s part of our DNA,” creative director Delouis said, mentioning some of the people he’s worked with over the years, including graffiti artist Alec Monopoly, designer Dilara Findikoglu, Dazed Media co-founder and CEO Jefferson Hack. , and Robert Montgomery, the artist whose text art led to the creation of the brand.
To celebrate its new US base, where Mannerheim has moved and where it is opening an office, the French brand is planning a show in June during Miami’s Art Basel to coincide with the 10th anniversary of the arrival of their collection in stores in 2012.
A flagship is also set to open in September as part of an ambitious revamp which Delouis says will take the label from its current €7 million in sales in 2021 to €30 million in 2022 and a target of 100 million euros in 2023.
The US opening was also driven by a shift in the brand’s consumer base. According to Delouis, since the pandemic, the United States has replaced Asia as its largest market and now accounts for 50% of the brand’s sales. The UK is second, at around 25%.
The brand has also decided to break away from the wholesale cycle and cater entirely to the consumer. “It also allows us to become more accessible [to clients] because where we were around 2,000 euros for a leather jacket, now we will be around 500 for the same luxury product, ”he said, adding that the brand had ended its wholesale accounts in the fall of 2021 and closed its stores in Paris, Japan and Korea for the past 18 months.
Cue the other storefront that Mannerheim and Delouis have revamped: the digital one. In addition to an exclusive partnership with Farfetch, which will also begin in June, the Each x Other website will be relaunched after a redesign that will add features like augmented reality virtual try-on.
At launch, consumers will find a wide range of styles, following themed subsets such as streetwear-inspired ‘preppy heritage’, ‘resculpted classics’ and basics. The pair aim to “reach different customers or the same at different times of their day” by offering an extra-wide range that ranges from casual tees and sweatshirts to edgy hybrids and cheeky party numbers. .
Best-sellers from the past decade, like the Breton stripe-inspired biker jacket, will make an appearance, while a ‘conscious lab’ line will begin to incorporate more sustainable textiles, from recycled fibers to vegan furs made from organic materials. water. Delouis said this represents around 20% of the collection, with plans to increase it to 50% by spring 2023.
But that doesn’t mean Each x Other is ditching brick-and-mortar gates, as it’s planning three-month pop-ups in capitals with a heavy focus on art. For 2022, destinations will include New York, Berlin and London, where they also recently held an exhibition chronicling their first 10 years.
“The ambition is to become a lifestyle brand, but also a platform with different collaborative lines – a kind of Colette, a concept store,” he explained, adding that the brand plans to explore clothing. for children, pet equipment or household items around the world. next five years.
And that’s not the only thing the Each x Other site will lead to in its roadmap. Delouis outlined plans to “create a community and give a form of exclusivity to customers”, through limited-edition products created with artists and master classes with creatives, accessible through a subscription model.
Eventually, the creative director imagines that Each x Other’s digital footprint could even be extended to a social network as “a place to talk about fashion, art, culture and design,” he said.