(Band’s shirts started at $220 Entireworld’s are $95.) Barneys) or the markups required to pay for it all. No more fashion shows, no more seasonal collections, no more wholesale accounts that had become unreliable (R.I.P. It was also Sternberg’s rejection of the traditional fashion system, the one that once vaulted him to success. Entireworld wasn’t a departure in name only, suggesting as it does the opposite of the in crowd. He’d been laying down this groundwork since Band of Outsiders imploded. Nor was it simply because America had settled into sweatpants for the foreseeable future. This was obviously not just because of an email. Just a few days before, Schiff reported that the company had sold out of 600 pairs of lavender women’s socks. Entireworld’s managing director, Jordan Schiff - formerly of Dov Charney’s American Apparel, whose heyday Sternberg’s line openly pays homage to - had just come down with Covid-19. At this point, Sternberg hadn’t been leaving the house much, instead subsisting on deliveries from BlueApron, the meal-kit service, and rationing the ingredients into multiple meals. Entireworld had now grossed more in two months than in its entire first year in business.īy “met,” I mean that we were in Sternberg’s backyard in chairs positioned 20 feet apart, with a setup of disinfectant wipes between us. A new shipment came in that morning and promptly sold out again. The day we met, April 24, was the highest-grossing day in the company’s history. By month’s end, the brand’s sales were up 662 percent over March the previous year. When they ran out of sweatsuits, shoppers moved through the T-shirts, socks and underwear. On an average day, the brand - still in its nascent stage - sells 46 sweats.
It wasn’t long before Sternberg’s employees began texting him happy-face emoji. Inspired by a French children’s film, Entireworld’s sweatsuits come in a prism of cheery colors and, in Sternberg’s vision, “sort of make you look like a cross between a Teletubbie, Ben Stiller in ‘The Royal Tenenbaums,’ and a J.C. But this was still a promotion: for a sweatsuit, the brand’s top seller, a “hero item” in industry speak. It was, in a sea of daily promotional emails, a distinctly human one. The email went out to the brand’s 30,000 subscribers on Sunday, March 15. This is all to say that Sternberg knew what uncertainty does to consumer behavior. His senior thesis was about the economics of actors in Hollywood, which is how he wound up in Los Angeles in the first place. Louis, the economist Douglass North, a professor there, won a Nobel Prize. Unlike other designers, Sternberg studied not design but economics, a major he chose in part because the year he entered Washington University in St. Every choice he made at Entireworld was to prevent it from happening again. An investment with some Belgians had gone bad, but that didn’t feel like the whole story. Then, in 2015, to everyone’s surprise, Sternberg announced that Band was going out of business. Sternberg took home two Council of Fashion Designers of America (C.F.D.A.) awards, the industry’s equivalent of the Oscars.
#KEEP IT SIMPLE STUPID MICHAEL SCOTT FULL#
(Remember the skinny-tie boom? That was Sternberg.) Eventually it grew into full men’s and women’s collections that won over the fashion world with self-consciously preppy clothes. He founded it in 2004 as a line of slim shirts and ties. Band of Outsiders was Sternberg’s previous company.
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