In this day and age, unheard of talents in the fashion industry are just that, unheard. The increasingly busy lives we lead make it hard to explore different stores and boutiques, and follow up on designers that we have heard a buzz about but have yet to come to know. Although some of us claim to have individuality, and own a one of a kind style, be it bohemian, vintage or classic, a lot of the time we wish we could truly have that distinct style. We then realize that we cannot fulfill our particular style needs; when we continue to shop in the same places, along with the same designers continuing to produce pieces that we will not only see on ourselves, but our friends and co-workers as well.
In comes Unsungdesigners.com, an Internet based boutique that is putting unknown designers on blast and out of anonymity. Unsung officially launched on July 25, 2005, by co-owners Grace Wang and Alishia Frey. The two owners quit their full-time jobs in January 2005 to pursue this dream.
The inspiration to launch Unsungdesigners.com came from their love for indie fashion designers.
“It’s about walking down the street in something no one else has and having people stop us to find out where we got it,” said Grace. Both Grace and Alishia live in the Washington DC area, but with a few exceptions here and there, they did their shopping in other cities.
“We decided if DC craves this niche, other cities must have the same need,” Grace says. “As we did our research – talking to designers we were regular customers of, neighborhood boutique owners, stylish friends – we realized we should make these fantastic designers available to as wide an audience as possible.” Now, designers are able to reach a wider base outside of their cities and original style seekers are able to add a new address to a boutique, that won’t cost an ounce of gas to get there.
“We know and love their work, we’re repeat customers, and we wanted to let others in on our good fortune,” says Grace about the designers whose clothes are sold on Unsungdesigners.com. Some of the designers that are now sold on the site were found at designer markets, crafts fairs, online, through word of mouth and even through small shops in other cities.
“While shopping in Austin, we saw two really adorable, hip women sewing clothes in a boutique,” said Grace. “They told us all about their work, we played dress up with a bunch of their designs, they styled us, and we ended up buying several items from them.”
Now in their 3rd month officially online, unsungdesigners.com is a success in progress. What is their formula for success? Persistence, perseverance and good taste.
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