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Choosy apparel11/23/2023 The model has attracted a first round of investment from firms including New Enterprise Associates and Forerunner Ventures.Įurie Kim, a general partner at Forerunner, which has invested in Jet.com, Dollar Shave Club and Glossier, said she was intrigued by Choosy’s combination of real-time social inspiration, high-quality rapid manufacturing, accessible prices and the potential to minimize waste. “We were so naïve - we thought we could completely change the whole world, but we realized this is why other brands don’t do it.” Still, she said she’s happy to do this now, rather than making the change if the company was a $100 million business.Īnd in another nod to the generation that has created an art of “unboxing,” Zeng said the company spent two months working on the packaging, which is both “super Instagrammable” and reusable. She admitted the process of building an expanded size range into the model was “painful,” because of the complexities added to the design and manufacturing process. “When we first started the company, about half of our first employees were not fitting a typical straight size, so it just made sense to go to a size 20 for now,” Zeng said. In perhaps one of the only elements that is not streamlined, Choosy is offering sizes 0 through 20, which means that the company must design, create and photograph two versions of every look created. It already has more than 22,000 followers on Instagram. In-house designers will select what to create based on data pulled from Instagram, using algorithms that comb trending celebrity posts with comments like “Where can I buy this?” and posts that customers have commented on with “#GetChoosy.”ĭuring a test run based on a pair of Jonathan Simkhai pearl jeans like those worn by Gigi Hadid at Paris Fashion Week, the company reported selling out within a matter of hours. However, Choosy is looking to social media - rather than the runway - for inspiration. In the vein of existing fast-fashion brands, Choosy will offer clothes based on designer trends. “To test out a style, they have to blanket all the stores to see if it sells. “Traditional fast fashion is essentially blanketing - they look at everything that happens on the runway and release everything,” said Zeng, a former investment banker whose family business is in textile manufacturing in China. In March, H&M reported about $4.3 billion in unsold clothes, and it reportedly burns some of the products it can’t sell at a power plant. But in a few cases he notes ( haughty, dusky) they seem to have supplanted the shorter forms.In this way, said co-founder and CEO Jessie Zeng, Choosy hopes to avoid the unsold garments that plague fast fashion brands. Vasty survived, he said, only in imitation of Shakespeare cooly and moisty (Chaucer, hence Spenser) he regarded as fully obsolete. Jespersen ("Modern English Grammar," 1954) also lists bleaky (Dryden), bluey, greeny, and other color words, lanky, plumpy, stouty, and the slang rummy. The forms were uncertain in Wyatt and Surrey's day, but verse-writers mostly adopted -y forms by Elizabethan times, and often the thing was artfully done, as in Sackville's "The wide waste places, and the hugy plain." Simple huge plain would have been a metrical balk.Īfter Coleridge's criticism of the -y forms as archaic artifice, poets gave up stilly (Moore probably was last to get away with it), paly (which Keats and Coleridge himself had used) and the rest. Variant forms in -y for short, common adjectives ( vasty, hugy) helped poets keep step with classical feet when the grammatically empty but metrically useful -e dropped off words in late Middle English. with other adjectives (for example crispy). Originally added to nouns in Old English it was used from 13c. Adjective suffix, "full of or characterized by," from Old English -ig, from Proto-Germanic *-iga- (source also of Dutch, Danish, German -ig, Gothic -egs), from PIE -(i)ko-, adjectival suffix, cognate with elements in Greek -ikos, Latin -icus (see -ic).
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