New Brand Sold Out Solves All Your Brunch Outfit Dilemmas
Unexpectedly low inventory is most labels’ worst nightmare. But for the aptly-named new line Sold Out, it’s a winning business plan.
“Everything we produce is deliberately limited edition so we can respond to change quickly,” explains Sold Out co-founder Kiane von Mueffling to InStyle. “Once we sell through, it’s time to move on to the next thing.”
And right now that next thing is likely to be the cozy shirt you wear on errands, to brunch, and at dinner (trust us, the options are cute enough to dress up with heels) all weekend. Launched in early last August by Muffling—who has a background in strategy consulting and fitness (she’s a former Soul Cycle instructor)—and her friend, creative director Kate Wadia, the current collection is filled with cheerful graphic tops that work with everything a white T-shirt does … but look waaaay cuter.
founders Kiane von Mueffling and Kate Wadia
“I got the idea when I was producing a big fashion event in the Hamptons: I was lacking great basics to complete the mix,” says von Mueffling. “I called Kate from the beach and asked if she'd help me make a few statement tees—by that afternoon we had a domain, Instagram account, and company name.”
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So which piece was the first to fulfill the brand’s promise? “A dreamy tee with fuzzy red letters that spelled ‘Bisou.' It ran out the door!” But lately, its been the playful (and fully endorsed by our EIC, Laura Brown) “Femme Féreoce” pullover that’s threatening to sell through.
“Women are beyond ready to show their strength today, and we are so proud to help them do it.”
Keep scrolling to shop some of our favorite Sold Out styles, all available on Soldout.nyc.