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LA brands aren't just ditching the traditional brick-and-mortar model; they're also turning to a different type of investor to back their big ideas. Like stylish startup maven Heather Lipner of Clashist and Insta-driven mani company NailSnaps and many others, LA-based surf label (and Uniqlo collaborators) Wellen is also defying business as usual by wooing customers to fund its foray into womenswear.
Live as of last Friday, the Cali cool menswear fave's Kickstarter campaign hopes to raise $25,000 by the end of June for the launch of their debut women's line. Expected to hit stores and online August 15, the three-piece beach-inspired range will offer a maxi skirt ($44), French terry striped sweater ($68) and a super-soft tee ($36) —each available to investors for less if they contribute $26 to $52 or more to the project.
Wanna back the brand? Pitch in to the fashionable cause and learn more about the pledge reward options (including a surfboard!) at Wellen's Kickstarter page here.
· Wellen [Official Site]
· Life's a Beach if You Missed the Wellen Popup [Racked]
· Clae to Comune: 10 Rad Finds From Los Angeles Men's Market [Racked]