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Grammy-winning artist Ciara has started a new fashion business alongside her husband, NFL star Russell Wilson, and former Lululemon CEO Christine Day. But the brand, called House of LR&C, has a mission beyond the clothes it sells, Ciara and Day told CNBC on Wednesday.
“We don’t just do the fashion part. We also combine the passion for fashion but also the passion for impact. It was really important to Russell and me as well as Christine in building our business. There has to be. more to what fashion, “Ciara said on” Closing Bell. “
In addition to focusing on environmental sustainability, 3% of every purchase goes to the Why Not You Foundation, which Wilson founded in 2014. It supports efforts on access to education, poverty reduction and children’s health.
Day, who left Lululemon in late 2013 after more than five years in the sportswear company, said the brand’s launch during the coronavirus pandemic comes at an “inflection point” for the retail industry. detail. “I think some of the things consumers are really looking for are the durability, versatility and longevity of their clothes,” said Day, also a former executive of Starbucks.
She said the House of LR&C is looking to fill a gap in the market with younger, social-minded buyers. “They want to see companies build business models that matter, that incorporate inclusion, unity, sustainability and love, and there aren’t enough of them in this world,” Day said.
The company’s two clothing lines at the moment are Good Man Brand, which Wilson founded in 2016, and the new Human Nation, which sells casual and non-sexist items. A women’s brand is also in the works, Day said.
The official launch of the House of LR&C this week comes during the holiday shopping season, which has been altered by the pandemic. According to data from Adobe Analytics, Monday was the biggest Internet shopping day in the United States.
The clothing is on sale directly on its website, but Day said it was also essential to go beyond the direct-to-consumer route by partnering with Kohl’s and Nordstrom. Ciara said Maison LR&C’s mission is aligned with retailers known for their physical presence.
“If you look at the landscape and how the world is changing, especially with… companies like Kohl’s, they are also changing over time,” Ciara said. “I’ve had the chance to do some really cool things with Kohl before. We just love where they were going with things. We sat down and talked about our vision for what we were doing, we really connected and felt the plan they really made sense for what we were trying to do and vice versa. “
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