LOFT Debuts New Label Lou & Grey
LOFT debuted a new brand that is aimed at a whole new customer. Lou & Grey is very casual and easy-going instead of office-appropriate and polished.
The Lou & Grey website describes their core client as: "A free spirit who floats in and out of every situation with ease. Someone who's aware of her surroundings yet still makes time for daydreaming. When she loves something, she holds onto it forever. She likes to look, listen, touch, feel...discover. If she stumbles, a smile is never far behind. She's a beautiful mix of contradictions."
The creative director, Austyn Zung, recently spoke to the LA Times about targeting specific demographics, "Age doesn't matter anymore," says Zung. "It's all about a mind set, how you feel and approach life, not how many years you've been on the Earth. It's about people who want to be stylish but also cool and relaxed at the same time. But when we look at numbers, we are pulling in a younger clientele, while not alienating 40- and 50-year-olds."
"These are clothes that you don't have to think about," says Zung, "that allow you to feel comfortable and approach life in an easy, non-complicated way while looking stylish." They plan to open stand alone stores with the first boutique being in Westport, CT. But until then, you can shop for the collection at loft.com and at LOFT stores.