“Perseverance is critical to anyone starting a business: you have to fight through all of the nos to eventually get a little momentum that will carry you forward. “When you first start a business, everyone always wants to tell you no - they tell you someone else is doing that, or we already have a similar line that we carry,” says Abrams. In a challenging time for retail, Rails proves that a great product that speaks to what the shopper wants and needs will get you everywhere. Customers want more access to what you’re making, but also to who you are and what you stand for.” “We’re trying to make steps every season to improve what we’re doing. “In the garment business, it’s hard to be 100 per cent sustainable,” Abrams admits. A new eco collection, made using organic cotton and recycled cotton, is also proving popular. Gisele wearing a Rails shirt at the Super Bowl in 2015 Andy Lyons // Getty ImagesĪs we move beyond the pandemic, the Rails woman has migrated to versatile dresses, slouchy tailoring and also to denim, the label’s latest new category. turned out to be a good time to invest in retail as a lot of people were closing their doors, and we were one of the few people going to landlords saying we want to buy a space.” “People being in a store to feel our fabrics was super important as we evolved. High quality fabrics, narrow cuts, and unique. “The ‘hand-feel’ of our brand is such a major component in why we’ve been successful,” says founder and LA native Jeff Abrams. Launched in 2006, Rails is a unique brand of fashion fusing California comfort activewear with European styling. And comfort is key to the brand so important, in fact, that it develops its own fabrics to create almost cashmere-like softness. While other fashion companies were forced to close as a result of the pandemic, Rails benefitted from shoppers’ newfound interest in comfortable clothing - its easy loungewear, sleep sets and jumpers felt even more appealing as we worked from home. Although today RAILS clothing is best known for its super-soft celebrity-adored plaid shirts, the brand actually began with a black baseball hat bearing the. The go-to accessible label for off-duty Californian style (Cindy Crawford, Kendall Jenner and Emily Ratajkowski are all fans), Rails has gone from small start-up to a fully fledged empire sold in more than 40 countries around the world - including two new stores in London in the desirable locations of Covent Garden and Westbourne Grove. It takes a strong fashion brand to have survived the tests of Covid, let alone to have seen significant growth, but such is the situation Rails finds itself in.
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