#1: Every collection sees the launch of a new print.
“We work with a London-based designer to create an original print that sets the tone for each launch. For our debut collection in December, we imagined a girl spending time at home, wrapping presents for her loved ones or picking up her favourite bunch of wintry botanicals to decorate her space. Our resulting print, named “A Year With The Wildflowers”, embodies the sum of the above, from the soft soft strokes that resemble a flower to the colour palette chosen. “Birthstone” is our second print, and we wanted something that was vibrant and uplifting for the New Year. The shapes created were purposefully imperfect, and the rich multi-dimensional colour found in each shape reminded us of gemstones, hence the name.”
#2: Its most popular piece is great for layering.
“The Wildflower Kimono has been a standout go-to piece amongst our customers. It’s a fuss-free piece that keeps you cosy, and (its design makes it) almost an art piece in itself.”
#3: The prices will shock you – in a good way.
“With the idea of making clothes for everyday wear, we want our pieces to be accessible. We pay great attention to the materials that we use and put in a lot of thought and effort into our prints, and at this price point (from $55 for a camisole to $109 for dresses and jumpsuits), we hope that people are able to appreciate the value of what we’re creating.”
#4: It’s not just about the clothes.
“Every month, our theme changes according to how we’re thinking of spending our time. In December, it was gifting, and this January, it was hosting (in light of the Lunar New Year festivities). With the launch of our Wildflower collection, we gave away wrapping paper in that print, and for our Birthstone collection, we gave away a set of coasters with the same print. Besides having people wear our clothes, we want to communicate to our customers in a more engaging and immersive way and be a part of their everyday lives. Clothing is a medium I’m comfortable with, and thus it was my starting point, but hopefully Our Second Nature will grow into something much bigger. ”
Shop the collections on www.oursecondnature.com.
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