Dudley Stephens, a direct-to-consumer lifestyle fleece brand, will open a 600-square-foot pop-up shop at 400 Bleecker Street in New York today. The brand earlier this year opened The Townhouse, a brand discovery space at 2 Greenwich Avenue in Greenwich, Conn.
The Bleecker Street pop-up will stay open until May 5.
Dudley Stephens — whose collection is completely fleece — designs tops, dresses and outerwear for women and children. The clothing is made sustainably in Brooklyn from recycled yarn. The women’s line features such items as fleece cowl necks, outerwear, blazers, vests, ponchos, turtlenecks and cardigans. Retail prices range from $128 to $188.
The brand was founded three-and-a-half years ago by sisters Lauren Stephens and Kaki McGrath, with a conscious mission to make fleece fashionable. The sisters, who would spend summers on their parents’ boat and would wear a zip-up fleece, always wondered, “Why can’t this be a little cuter?” said McGrath, cofounder and chief operating officer.
The concept appears to be catching on.
Some of the Dudley Stephens looks.
Stephens, cofounder and chief executive officer, attributes the company’s success to Instagram. “We’ve done a lot with with influencer outreach and lifestyle and fashion bloggers,” she said.
They did a collaboration with two bloggers, Lemonstripes.com and HappilyEvaAfter.com