Some people spend years trying to start their own clothing line. Others meet wealthy, influential strangers on the street and start yelling at each other. That’s how fashion PR guru Kelly Cutrone and fashion investor (and ex-husband of Tory Burch) Chris Burch started their new clothing line, The Electric Love Army.
Or at least that’s the story they told WWD. Cutrone, her business partner Robyn Berkely and Burch sat down with the newspaper to talk about everything from the women who inspire the line, who they’re making it for, where it will be sold and what they hope to accomplish with it.
Burch, who is the chairman of Tory Burch, the eponymous label designed by his ex-wife, and Cutrone, who runs public relations firm People’s Revolution, teamed up after a chance meeting in New York’s SoHo neighborhood. They started yelling at each other about whether or not the building Alexander Wang‘s new store is in was up for rent (Burch was in front of the building, Cutrone was seated at a nearby cafe), and in a matter of minutes they were talking about the business of fashion.
At this point, Burch has invested $5 million into the company, which will produce “sexy, fun and affordable” clothing for young women that should be available early next year. It’s inspired by women like Joan Jett, Cher, Katy Perry and Debbie Harry — Cutrone wants to use these “strong and iconic” women to make her customers feel empowered. The clothing is all priced between $30 and $300, with $77 as the mean price. In an attempt to appeal to socially conscious women, none of the garments will use leather.
Cutrone and Berkley are making smart choices there — in their role shepherding 20 to 30 brands a year into the light of the press, they say they’ve observed a lot of business and taken notes on what they could have done better. It’s well-priced, it’s already got great cachet by virtue of Cutrone’s situation, and it’s probably going to get better press than most clothing launches. With the possible exception of the Katy Perry reference, we’re excited.