As far as online shopping decisions go, there isn't much beyond choosing which style, size, and color you want. But emerging fashion brand Staud is changing all of that—with a line-up of core styles that you can customize to suit your preferences with just a few clicks of a mouse.
"I first came up with the idea when I was in college," says Sarah Staudinger, co-founder, president, and creative director of the brand. "I was frustrated that I couldn't find something that I liked and fitted my body perfectly. Half the time, I wanted the sleeves to be shorter or longer. It was very hard to find something that I liked aesthetically, that fit both my style and body."
That was seven years ago, when e-commerce wasn't as prevalent as it is today. Staudinger put her dreams on hold temporarily and went on to design for Reformation. "Everyone thought I was crazy," she recalls when she told friends of her idea. "At Reformation, we saw growth in e-commerce, and I realized customization is inevitable in terms of online shopping. At Staud, we wanted a line of basics that was both accessible and customizable."
Co-founder (and Staudinger's beau) George Augusto is quick to point out that Staud is not a bespoke brand—it doesn't create clothes tailored to fit your measurements. Instead, it offers 13 timeless silhouettes that can be adjusted to include (or exclude) sleeves, different hem lengths, or trend-driven add-ons. There's a total of 65 different permutations that can be made to order. With the demand for endless options, the rise in fashion customization, and the desire for well made clothing, Staud delivers all of that within 2.5 weeks—and without astronomical costs (everything rings in under $400).
The online shopping experience was also important for the two. They were adamant about the site not feeling too "techy," which meant shooting every iteration, so that the customer could see changes being made to a garment in real time. The '70s-inspired fall collection, which includes zipper-front jumpsuits, sleek tunics, and playful cut-out dresses, is available on staud.clothing, with resort slated to launch at end of the month.
"When it went live, I didn't get a second to appreciate it, but later, I was so thrilled, I cried," Staudinger says. "I was so happy to see my dream come true. There's nothing I would change about the brand; it's the most rewarding thing in my life so far."
Take a look at how a selection of pieces can be altered, below, and head on over to staud.clothing to start shopping.
Shop it: The Judd Jumper ($240; staud.clothing)
Shop it: The Ziggy Jumper ($270; staud.clothing)
Shop it: The Bronte ($155; staud.clothing)
Shop it: The Ashby Dress ($265; staud.clothing)