A focus on ‘babes supporting babes’

Just how powerful is Gwyneth Paltrow’s approval? According to Miriam Alden, the answer is very.

Alden, the founder of the Vancouver-based womenswear brand Brunette the Label, found out just how good a nod from the Goop editor could be for business after the actress recommended one of the local label’s designs.

Alden chatted with Postmedia News about the Paltrow effect, and her latest collection.

Q When and why did you start Brunette the Label?

A Brunette the Label was originally thought out as a marketing tool for my other business, Brunette Showroom. As a showroom I always tried to branch out of the norm, and do events and fun marketing ideas to help raise awareness to all the brands we represented. We did one media event and used the slogan Brunette is the New Black on gifted items, and on a sweatshirt for myself. Our amazing local retailers saw them and were like, ‘We would totally sell those.’ And the rest is history.

Q How has the brand changed?

A We started with the one printed slogan, but it has grown very naturally. It went from one printed crew, to a collection of about eight styles, and then 12 styles ... and so on. The collection has now evolved into three different categories. We have Brunette Core, Brunette Collection, and Brunette Accessories.

Q Explain the differences.

A Brunette Core is our more causal component. More athleisure, if you will, with all of our crews, joggers, tees. Brunette Collection is our jackets and our fashion pieces. Nothing with slogans or writing other than the Blonde and Brunette on the back of the jackets — and everything is a little dressier. Our accessories are mugs, water bottles, hats and iron-on patches.

Q What’s new for spring 2017?

A We just launched our swimsuit, which I’m really excited about. It’s called the Capri because I am going there for my honeymoon in the summer and it’s keeping me motivated. Our entire line for spring is based around babes supporting babes. We are trying to focus on the positive, and how important, now more than ever before, it is to unite together.

Q Your denim Blonde and Brunette jackets were recently featured on Gwyneth Paltrow’s website, Goop. How, if at all, has this impacted your brand?

A Well, it has impacted it in a way of like — OMG! — that’s so exciting and crazy. Of course being on Goop.com gives you big weight when you are going to expand into new territories and don’t know anyone. I have been in the fashion business in Canada and have built my relationships here, but being represented in world-renowned stores really helps build street cred. But also, its just exciting and I am so grateful for the support from such a well-known, and really awesome brand.

Q What is the price range?

A We range from a $25 mug, our tees are in the $50 to $66 range, and our fleece from $79 to $125. Our most expensive piece is our custom bomber that retails for $265.

Q Lastly, what’s next?

A We are launching some of our favourite items in a new Rosé colour for the summer. And our plan will be to do a launch here in Vancouver. Our plan for fall is to branch off with more colour in our favourite pieces. We have a really cute new tee collection coming out, as well as an entire jacket program for fall.

We just launched with online accessory store Bauble Bar out of New York. We helped them launch some exclusive styles. But our biggest goal is to grow more into the U.S. We just got a showroom in L.A., and the girl that runs it is all about #babessupportingbabes and an all-around great person. That is what we want to help us grow into a new territory.