The Unknown Los Angeles Brand Poised to Get Big

For startup fashion brands to become successful, they have to have a sartorial sauce that makes them stand out from the crowd. Excellent clothing is a requisite, of course, but inspiring imagery and brand story are also key ingredients. I’ve watched enough lines blossom to know them when I see them, and the just over three-month-old brand Evewear fits the bill. Full disclosure, I am a friend of the founder and designer, Talia Eve Schlussel. Yes, I adore her, and my opinion of her up-and-coming brand is independent, which is why I’m sharing it with you on Who What Wear today.

The brand launched in April with five styles, named after the personalities the Evewear girl can be on any given day: the Tomboy, the Free Spirit, the Icon, the Girl Next Door, and the Romantic. A feature on Vogue.com came soon thereafter, building buzz for the sustainable, crazy-soft clothes that are designed to wear from day to night. The aesthetics of the brand (displayed to great effect on the Evewear Instagram) are straight up a Tumblr dream, with a signature identity so specific that their imagery, language, and product come together to create an immersive Evewear world.

Read on for a further peek into that world, including the three factors that convinced me that Evewear is poised to be big.

THE FIT

Lots of women dream of designing a fashion line, and Schlussel actually has the background to do it. The Parsons School of Design graduate has worked in the design studios of Erin Fetherston, Jonathan Simkhai, and Co. When I ask Schlussel about her experience, she elaborates, “Through years of design sheets, tech packs, and close examination on and off the body, I have figured out the exact measurements that every inch of a garment should be.” I can confirm that her pieces feel custom fit to my body, and yet I’ve also seen them look amazing on those with completely different figures.

THE MANUFACTURING

Evewear aligns with the concept of slow fashion, which also happens to be our July editorial theme at Who What Wear. Not only are the garments made using deadstock fabric, but they’re also produced just a handful of miles from Who What Wear headquarters, helping to keep the local clothing industry alive. Yes, Evewear is more expensive than a fast-fashion pajama set, but the investment is not just in the clothing itself, but it’s also in our community, both socially and environmentally. Schlussel puts it succinctly: “We need to use what is already on this earth instead of creating more, making sure our interaction with the world around us is only positive.” A brand that doesn’t take but just gives is the kind of ethos we can get behind.

THE CUSTOMER

While the brand is first and foremost sleepwear, the products are designed to work as daywear too, satisfying a growing contingent of women who work from home and have flexible schedules. “Evewear blurs the line between feeling confident and insanely comfortable,” adds Schlussel, proving that the two don’t have to be mutually exclusive. “With a full day schedule, you never need to carry a change of clothes with you ever again.”

SHOP EACH OF THE FIVE STYLES

Evewear The Icon Set ($165)

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