It’s always a challenge when company’s attempt to serve someone other than their original demo, case in point when men’s apparel or footwear companies attempt to build product for women. Founded and run by guys, Obey at times has run into this issue when attempting to connect with its female customer.
Cognizant of the challenges, label owners and founders Steve and Mike Ternosky tapped Grace Lee to head the women’s design division and create a collection that reflects current punkish/unisex/chillaxed trends, while at the same time honors the brand’s heritage.
The brand also reached out to Allure editor Rachel Wang (ex-Nylon) to create the on point lookbook images featured here.
In addition to the usual chains and boutiques where the label is already carried, Nordstrom perhaps in search of its own cool points has also signed on to carry the brand’s fall line.
There are also plans to create limited edition collaborations with SoHo coffee shop and gallery American Two Shot, and tattoo artist Tamara Santibanez, all of which are smart moves that have the potential to create a space for the women’s product to grow and thrive on its own.
