Last May, online clothing retailer Elizabeth & Clarke hit Kickstarter with a clever new product. Available in a handful of different shirt styles, the company created what they called the “Unstainable” shirt. The tops were constructed from a textile featuring a special blend of hydrophobic coatings and cotton / silk that allowed the fabric to be soft, breathable, and water repellent. The shirts really did feel amazing, especially the tees; you would never have guessed that the fabric had been treated.
Twelve months after the success of the “Unstainable” shirt, Elizabeth & Clarke are back on the crowd funding site with a new line of products featuring the company’s signature hydrophobic fabric. Included in the collection are a dress, blazer, skirt, and trousers, all designed to be perfect to wear at the office. This time around, they have improved their “Unstainable” fabric by adding a Sweat-Proof lining. The inner layer of the fabric used for the workwear collection is designed to pull sweat away from your body to a middle layer of fabric. The moisture then is able to evaporate while the inner and outer layers remain dry. The nano-coating used for the lining also offers odor protection, killing 99.9% of odor-causing bacteria. The end result is workwear that is vegan and sustainable, stain resistant, sweat proof, machine washable, wrinkle resistant, and odor resistant! The pants or skirt are currently being offered for $80 and the blazer or dress for $100. And, just as Henry Ford said, “You can have any colour as long as it’s black” (though more colors might be unlocked through stretch goals). The Kickstarter campaign ends on June 3rd.
Elizabeth & Clarke’s new “Unstainable” workwear collection seems directly targeted at the young professional. The completely no-fuss clothing line is perfect for recent grads and 20-somethings who need to look presentable but might not have the time or budget to waste with dry cleaning and pressing. The price points are very competitive for this market and if the styles and fits end up being well executed, the company might find pretty good traction with their new collection. Certainly the product line is resonating as just a couple days into the fundraising campaign, they have already exceeded their goal.