INSTAGRAMMABLE: When a fete to have fun Leatherology, the direct-to-consumer maker of accessibly priced leather-based items, helmed by Rae Liu and her brother David, ended up on the feed of Sandra Campos, the chief government officer of Diane von Furstenberg, the ceo slid into the duo’s DM to attach.
Liu, who reduce her tooth at Alexander Wang, says the preliminary dialogue was about popping up in a DVF retailer, but it surely led to a full-fledged assortment, DVF x Leatherology, which launches at this time.
“Coincidentally, we had been wanting to launch prints on our accessories for a few seasons, so it was serendipitous when Sandra approached us, “ Liu told WWD, adding “as a female founder, we are thrilled to partner with such an iconic legacy brand.”
Liu and her workforce recognized an assortment of items that may be elevated by prints and coloration blocking, and labored with the DVF design workforce by means of a number of rounds of sampling, “to get the combinations just right.”
The 10-piece assortment reimagines a number of iconic DVF prints onto numerous Leatherology staples, starting from wristlets and card instances to their signature Belmont tote.
“Every print in the collection is screen-printed on individual panels of leather by hand, an extremely time-intensive process, but one that produces incredibly vibrant color and quality,” Liu mentioned. One such print featured within the collaboration, a snow leopard sample, “is Diane’s very first animal print, which debuted with the wrap dress in 1974,” she mentioned.
Liu based her vertically built-in model in 2008, starting with a singular purpose: to create the right males’s pockets. Now the model gives 25 pockets kinds, together with a spread of non-public, tech and journey equipment for all genders in a mixture of coloured leathers, every providing customized personalization.
“We’ve grown Leatherology 100 percent in the last three years, while staying profitable and scaling our operationally intensive business in a way that has not impacted quality,” Liu mentioned of her privately funded firm, a reality she says helps her make selections which might be finest for the enterprise and its prospects, not for buyers. “We have also been fortunate to see social drive a lot of awareness and sales,” she mentioned of the model’s superstar and influencer seeding efforts, which have seen its baggage find yourself on high-impact celebrities like Serena Williams and Demi Moore.
The leather-goods model often employs wait lists as a approach “to gauge interest prior to launching a product and adjust our buys,” she mentioned, including “post-launch, wait lists create a sense of urgency so that when sold-out units come back in stock, customers know they must move quickly on them.”
The capsule assortment is priced from $98 to $348 and rolls out over two drops, starting at this time with the snow leopard assortment for fall, after which the geoprint assortment for vacation dropping on the finish of October and shall be sale on leatherology.com, dvf.com and choose DVF retail places.
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