Ciara and ex-Lululemon CEO launch new clothing brand with ‘extra to it than trend’

Grammy Award-winning artist Ciara has launched a new trend firm alongside her husband, NFL star Russell Wilson, and former Lululemon CEO Christine Day. But the brand, referred to as the House of LR&C, has a mission past simply the garments it sells, Ciara and Day instructed CNBC on Wednesday.

“We’re not only doing the fashion part. We’re also combining the passion for fashion but also the passion for impact. That was really important to both Russell and I and also Christine in creating our company. There has to be more to it than fashion,” Ciara mentioned on “Closing Bell.”

In addition to an emphasis on environmental sustainability, 3% of every buy goes to the Why Not You Foundation, which Wilson based in 2014. It helps efforts on schooling entry, poverty discount and youngsters’s well being.

Day, who left Lululemon in late 2013 after extra than 5 years on the athletic attire firm, mentioned the launch of the brand through the coronavirus pandemic comes at an “inflection point” for the retail trade. “I think some of the things the consumers are looking for are really that sustainability, versatility, longevity in their garments,” mentioned Day, additionally a former govt at Starbucks.

She mentioned the House of LR&C is wanting to fill a niche out there with youthful customers who’re socially minded. “They want to see companies building business models that matter, that have inclusion and unity and sustainability and love, and there’s not enough of that in this world,” Day mentioned.

The firm’s two clothing traces for now are Good Man Brand, which Wilson based in 2016, and the newly launched Human Nation, which sells informal, gender-neutral objects. A girls’s brand is also within the works, Day mentioned.

The official launch of the House of LR&C this week comes through the vacation buying season, which has been altered by the pandemic. Monday was the biggest U.S. web buying day ever, in accordance to Adobe Analytics information.

Clothes are on the market straight by its web site, however Day mentioned going past the direct-to-consumer route by inking partnerships with Kohl’s and Nordstrom is also important. Ciara mentioned the House of LR&C’s mission was aligned with the retailers which might be identified for his or her brick-and-mortar presence.

“If you look at the landscape and just how the world is changing, especially with … companies like Kohl’s, they’re also evolving with the times,” Ciara mentioned. “I’ve been fortunate to do some really cool things with Kohl’s already. We just like where they were going with things. We sat down and talked about our vision for what we were doing, we really connected, and we felt that the plan they had really made sense for what we were trying to do and vice versa.”

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