Woodley + Lowe, founded by two moms, addresses the Gen Z fashion market by offering sustainable and affordable clothing. They're tackling archaic sizing with a proprietary scale and connecting with their audience through an ambassador program. This episode provides insights into building a purpose-driven brand that resonates with environmentally conscious young consumers while navigating the challenges of direct-to-consumer retail.
Historically, fast-fashion retailers have dominated clothing designed for tween and teen girls. Yet, Gen Z, more than any other generation, is known for its environmental consciousness, leaving young shoppers torn between buying affordable, trendy clothes or staying true to their eco-conscious values. With a mission to provide socially and environmentally conscious clothing at a more affordable price point than designer teen labels, Woodley + Lowe was founded in 2020 by two moms, Rachel Thebault and Neda Talebian Funk. “We try to be mindful of who our customer is and that her hard-earned babysitting money needs to go a long way,” said Thebault on the latest Glossy podcast. After experience shopping for their own daughters, the co-founders were frustrated with the archaic sizing recommendations for teen girls’ apparel. “The problem we especially saw with tweens was that these girls are growing at very different times from each other and they're growing in different ways,” said Thebault. The pair developed a proprietary sizing scale, which bridges the gap between teen and women’s clothing and allows consumers to grow into the brand at their own pace. To resonate with its Gen-Z target demographic, Woodley + Lowe created a robust ambassador program, consisting of brand representatives in high school and college. The ambassadors work to foster a community of fans who are educated on buying quality, long-lasting products and are encouraged to think about how and where their apparel is made. The brand has notably found success in the athleisure space, with the pandemic boosting sales for the entire industry. However, Thebault and Talebian Funk see category expansion in Woodley + Lowe's future, while continuing to take a thoughtful approach to teen fashion. Talebian Funk said the brand is planning to build content libraries based on how Gen Z consumes information, including providing interactive and video-based options. And, a potential brick-and-mortar store and brand coll