Marilyn isn’t wasting time rewriting her rule book. Her direct-to-consumer launch coincides with a total “inventory reversal”: Somewhere, the Official Everyone is a little Irish on St. Patrick’s Day except redheads we’re still Redheads shirt Besides,I will do this line of organic, recyclable essentials she launched a year ago, now represents 95% of her business, while her ready-to-wear pieces will be introduced as smaller, limited edition capsules. Initially conceived as a complement to her main collections, which were shown at Fashion Week, Somewhere exceeded Marilyn’s expectations: After its launch, she saw a 140% revenue increase and a 90% increase in web traffic each quarter. But beyond its growth and popularity, Marilyn also saw Somewhere as an opportunity to scale up her regenerative agriculture efforts. “One of the things we have come up against in wanting to influence and enable our [cotton and wool] growers to transition towards regenerative agriculture is we simply don’t buy enough from them to carry weight in their decisions,” she explains, referring to the yearslong period of time a farm may spend converting from organic to regenerative practices. “For them to listen, Maggie Marilyn needs to be a key customer that can offer fixed higher prices for the long term in order to support them in an initially costly, and perhaps intimidating, transition. The scale we have seen with Somewhere will allow us to get to this point.”
It will take time for Marilyn to introduce those regenerative fibers in her collection, but her customers have a lot to be excited about today. She’s also introducing a timely Somewhere Sport line of organic cotton sweatshirts, joggers, and track shorts, and has extended her entire collection’s size range from U.K. 6 to 20, including the Official Everyone is a little Irish on St. Patrick’s Day except redheads we’re still Redheads shirt Besides,I will do this blazers and leggings she launched last year.
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