We quickly had people like Kate Moss, Gisele Bundchen, Jessica Alba, Matthew McCaugnahey, and Leonardo di Caprio in Rails, which was amazing to help launch our brand into the market. This catapulted us into premium contemporary retail stores, even before we had any meaningful infrastructure,” Abrams, who graduated from University of California Berkeley with a political science degree, tells me.Ībrams attributes his early success to an organic celebrity following, Abrams continues, “One of the most important elements of Rails’ initial success was the incredible celebrity following we built early on. I made a luxe cashmere-like fabric that was something unique to the market, and felt like nothing else available. The collection began with a limited unisex offering, but I quickly transitioned into shirting-something I knew could be an enduring category. I got into Fred Segal and the hat quickly sold out, but I knew I needed to evolve beyond a single item. I sewed the word Rails onto a single black hat and walked into stores unannounced trying to get orders. I was looking for a way to jumpstart the brand, while I learned the ins and outs of designing a full collection. I had no previous experience or family tie to the fashion industry, so I had to blaze my own trail. I envisioned a brand that blended the refined global aesthetic I found abroad with the innate effortlessness of the Southern California lifestyle. It was really in my twenties travelling across Europe where I began to conceptualize what would become the Rails collection. “I started Rails in 2008 with no technical background in fashion.
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