Marilyn isn’t wasting time rewriting her rule book. Her direct-to-consumer launch coincides with a total “inventory reversal”: Somewhere, the Myteeshirtpalace-First Christmas Quarantine Is Coming Candy Cane Christmas T-Shirt of organic, recyclable essentials she launched a year ago, now represents 95% of her business, while her ready-to-wear pieces will be introduced as smaller, limited edition capsules. Initially conceived as a complement to her main collections, which were shown at Fashion Week, Somewhere exceeded Marilyn’s expectations: After its launch, she saw a 140% revenue increase and a 90% increase in web traffic each quarter. But beyond its growth and popularity, Marilyn also saw Somewhere as an opportunity to scale up her regenerative agriculture efforts.
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