With their rad ad campaigns promoting body-positivity and being comfortable in your own skin, ModCloth has really been owning the fashion world lately. If you've ever seen someone wearing the cutest dress you've ever seen, chances are it came from ModCloth. They're the stylists we wish would live in our apartments and tell us what to wear every day. And now, that dream is closer to becoming reality with their new concept: the Fit Shop.
From July 30 - August 17, (previously online-only) ModCloth is having a pop-up, brick-and-mortar store in San Francisco. We were lucky enough to get a sneak peak of the concept and to chat with CEO Matt Kaness and co-founder Susan Koger about the other exciting news: ModCloth is launching its own namesake brand.
After having a preliminary three-day, pop-up shop in the first floor of their Los Angeles headquarters back in April, Matt and Susan spent a few months pulling together the ultimate store to create "an intimate environment for our customer, because she relies on us for style...and we want her to be the best version of herself," Matt said.
Susan agreed, saying that while they didn't have a lot of time to get the formerly-abandoned retail space ready to open to the public, they are very happy with the results - their labor of love - and they wanted nothing more than to "create a fun, empowering shopping experience" for their community of customers. And that's exactly what they did, with the help of LA-based designer, Mallory Anita Lawson, who transformed the space into a dream closet:
The pop-up concept is simple: A personal ModStylist gives you a little clipboard, and as you browse through the rad new ModCloth styles, you write down your size (the sizes range from XS-4X, depending on the item) and then the ModStylist (like Angela here, who was so nice!) grabs your items for you from the stock room, and the fun begins:Actually, my friend Jany and I had a little too much fun trying on all the new styles - which is exactly what it's all about. Nicole Hasse, ModCloth's divisional merchandise manager, says with the clothes they curated for the Fit Shop, they simply wanted "versatile looks that make [you] feel exceptional and can move in - clothes that let you live your life." And we wanted all of them, y'all. We even tried on matching wedding dresses. It was pure heaven.
Once you find the items you want, you check out - but since it's a "fit shop," ModCloth ships your items to you for free. No carrying around shopping bags all day! If you want to buy a T-shirt (like the one Jany is rocking above) or an accessory, you can carry those out the door - everything else is delivered to your door.
The big question is, does the future of ModCloth include permanent storefronts, all over the country? Maybe. According to Susan, they're going to take notes and see how successful the SF shop is and go from there. We're keeping our fingers crossed, because the Fit Shop was just too much fun. Also, we'd like to request a pug at any future ModCloth shop, just sayin'. (We got to meet Winston!)