VHS grad sets new clothing trends
By Jan Hopkins | Staff writer of Davis County Clipper 06.16.2005
PROVO — The company's only a year old and already it boasts sales in all 50 states, has its product available in a major retail store and is expanding its inventory with new summer colors June 15. The philosophy of "give the customer what they want" was the catalyst of the upstart company Shade Clothing. It's creator, Chelsea Rippy, was looking for specific clothing styles herself and when she couldn't find them, created her own. In less than a year from her start up date, she brought former Davis County resident, Char Asay Garn on board to help with the quickly expanding organization.
"It's a solution to a growing problem for women," said Garn."Women are tired of tugging and tucking in their clothing. We want them to be comfortable and happy in what they're wearing."
Shade's designs allow women to dress hip and stylish, while still being modest and relaxed enough to enjoy their activities and their lives.
The clothing line has three general styles: thin-strap camisoles, cap-sleeve T-shirts and its exclusive "Baby T." Each are sized to be worn under the more skimpy popular clothing, yet stay securely in place without bunching up.
"Women don't have to buy their clothing a size larger and get a poor fit just to have length," said Garn. Shade's shirts cling all the way to the hip. The camisoles and T-shirts have a satin-stitch seam while the Baby T has a more finished binding at the neckline and sleeve for a more polished look.
The color palette for the shirts ranges from white to black including cream, true blue, cherry red, salamander and vintage brown with 10 colors in all.
This week Shade introduces four more summertime colors: sunny yellow, grass green, nude and sky blue
Garn said she and Rippy constantly research color trends for the coming seasons, matching and coordinating the colors in their company palette with what is available in the national and international clothing market.
They are also drafting new design ideas to expand their style inventory.
Shade Clothing is found exclusively at JMR clothing stores as well as on line at www.shadeclothing.com and at what they call "home parties."
"We hadn't even thought of the home parties as a marketing tool," said Garn. "Customers kept calling and asking us to do them. We tried a few and it just took off." Shade now has an average of 2-4 home parties per night in locations throughout the nation