Introducing Of A Kind, The World’s First Tumblr Store

We happen to think Tumblr is pretty great. (Relatedly, have you seen the Mediaite Tumblr? It’s rad.) The platform (and community) remains one of the best on the web, and now the first Tumblr store has opened. Yes, a store on Tumblr! And a really cool store, at that.

Of a Kind launched today, and this is how CEO and co-founder Claire Mazur explained the high concept shop to WWD: “We think of it as an art gallery for emerging designers. The idea is to promote emerging fashion designers through e-commerce and editorial content.” Tumblr was chosen because of its editorial and visual-friendly interface, and e-commerce platform Shopify was integrated since Tumblr doesn’t support e-commerce at the moment.

This is how it works: Of a Kind features one designer every week. Stories about the designer are posted to the site on Monday, Tuesday and Wednesday. On Wednesday at 1 p.m. EST, the designer’s sale begins. What makes the sales so interesting are the fact that all items sold are made exclusively for Of a Kind.

Released in small batches of numbered editions (anywhere from five to 50 pieces make up an edition), the items are true one of a kinds. (Get it?) The first items to be sold on the site will be accessories — sizing presents a different challenge — though they plan to introduce clothing eventually. Prices will range from $50 to $500, with Of a Kind funding the actual production and thus providing a low-risk opportunity for young designers.

The idea for the site was birthed in January, and after taking part in Elizabeth Spiers‘s launch school, Mazur and co-founder and president Erica Cerulo quit their jobs in August (Mazur worked in arts management, while Cerulo edited at Lucky). Needless to say, we’re super excited about their new venture. You should be, too.


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