| 词条 | Draft:Revolve Clothing |
| 释义 |
Revolve Clothing is an ecommerce clothing brand specializing in women's apparel, shoes, and accessories. Founded by Michael Mente and Mike Karanikolas in 2003, the clothing brand has become a global powerhouse. The company is based in Cerritos, Los Angeles. HistoryMente had dropped out of an entrepreneurship program at USC to join a startup that later went bankrupt. This is where he met his future partner and co founder of Revolve Clothing. Both of these founders had no experience in fashion but did have background in business and data science. At this time online retailing was not as prevalent and they saw that people were searching for fashion brands and very few of those were available online. They predicted that the next big thing was going to be ecommerce. In 2003, the pair launched the brand with only 50,000 dollars. The focus of the brand was very boutique and contemporary oriented. Five years later, they brought in Forward by Elyse Walker to bring an a luxury component to the brand. Their goal was to create a brand specifically for millenial women. Some of their most popular brands include, Agolde, For Love & Lemons, Free People, and I.AM.GIA. They also began to launch their own brands that now have accumulated to almost 16 different brands which include, love wave, h:ours, and NBD. In 2009, they partnered with their first fashion blogger Rumi Neely of Fashion Toast. This was the start to what became what Revolve is most known for; their social media identity. Instead of using professional models they decided to focus on fashion experts, bloggers, and influencers to showcase their brand. This led to the iconic Revolve trips where the company sponsors these these girls to travel all over the world while wearing revolve clothing and posting heavily on social media. In 2017, Revolve hosted a coachella event that was named Revolve Festival. They dressed over 400 influencers, booked an entire hotel, and hosted a pop up event. The result of this was that it generated over 4.4 billion social impressions. They have continued to host this festival with each year getting bigger and bigger. Last year, they introduced their own musical lineup at the festival consisting of Snoop Dogg, 21 Savage, and ASAP rocky. ControversiesIn 2018, the brand LPA released a collections of sweatshirts on Revolve that was meant to call out cyberbullying. Some of the styles featured real comments, mainly referencing body shaming, that have been written on various well known figures Instagrams. One of the comments on the sweatshirts read "Being fat is not beautiful it's an excuse," however it was modeled on a straight size model. This received backlash all over social media and was criticized for spreading a message of fat shaming. Revolve immediately pulled the sweatshirts from their site and then donated 20,000 to the organization Girls Write Now. ReferencesExternal links |
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