New clothing brand Sans Gêne makes genderless and sustainable clothes

New clothing brand Sans Gêne makes genderless and sustainable clothes

New clothing brand Sans Gêne makes genderless and sustainable clothes

Caroline McCaul didn’t think the world needed another clothing collection, she thought the world needed a different kind of clothing collection. “Sans Gêne is a brand that really puts human issues at the forefront,” said McCaul. “We really care about people. Philanthropy is a big part of the brand, as well as losing the judgmental bias that is prevalent in society today. This goes for not judging other people and also not judging yourself so much. I don’t think we realize how much harm we do by judging ourselves.

“It all boils down to a resounding ethos to break these labels and break down these barriers and boxes that we’re put in and hopefully try to help break down the stigma of being a unisex brand that’s all about bespoke clothing that looks great on men. and women,” McCaul said.

“I think the world didn’t need another clothing brand, it needed a brand that cares about people,” he added.

McCaul is not a designer. Since he was a child, he valued philanthropy and entrepreneurship. “My love for fashion grew with my grandmother and mother. I really started to pay attention to the details of the clothes and the quality. I never thought I could be a designer until I went to the Paris School of Business and studied luxury goods and realized there was a place for me.”

The French name, Sans Gêne, means without reservation, discomfort or embarrassment.

McCaul graduated just as the Covid-19 pandemic hit. She simultaneously said that people were opening up on social media in a way they never have before, talking about their mental health struggles and their struggles in general. “These are struggles that everyone can relate to,” she said. “I am bipolar and have multiple anxiety disorders. I saw this as an opportunity to move forward as a society and have an open, raw and genuine dialogue.”

“With every collection we donate to a mental health organization,” said McCaul. “I don’t think donating is enough. We have events like panels with speakers talking about mental health. It’s authentic, raw and refreshing. The people on the last one were crying, the speakers were crying. Just connecting with the community, as well as donating, is something very inspiring and fulfilling for me and I can’t wait to keep doing it.”

The collection is available at Sans Gêne e-commerce and at Gregory’s in Dallas. McCaul is in talks with other retailers in Los Angeles, New York and Dallas, but declined to reveal their names because nothing is finalized.

Retail prices range from $360 to $2,000. “Because we manufacture in Italy and everything is handmade, and we use the highest quality fabrics, our prices are a little high,” McCaul said, noting that there was no price resistance. Because these clothes are so unique and beautiful, people are just buying them.”

She plans to open her own store in the future, but not before the brand has had a chance to mature. “We don’t even have a year,” she said. “Eventually, opening a store is one of my goals. I would love to start in New York, I would like to have a store in LA and another in Paris.

“I oversee every aspect of this company, so I’m very involved in the design process,” said McCaul. “I have a small design team. It’s all bespoke and unisex. It’s interesting because when designing unisex clothing, it’s difficult to get the size right. Pushing my limits and limits is something that inspires me. We had to use several fit models to define the size.”

Retailer Sans Gêne is in talks with unisex collections that will be sold in both men’s and women’s sections. As unisex is becoming more accepted apparel, stores are carrying brands and making room for them. “I think the retail world is adapting in many different ways,” she said.

“We’re going to do more collections,” McCaul said. “We’re going to get to a point where we’re doing four a year, but we’re just getting started. There’s beauty in slow fashion because we really get to take the time to explore these designs, the creativity of the designs. I think that’s something we don’t see in today’s world, especially in fast fashion. Creativity, innovation, everything is lost and looks the same.

“Another part of producing and taking things slow is that we only manufacture in Italy in factories that adhere to ethical labor laws and produce the highest quality,” said McCaul. “They are true artisans. Yes, they work slowly and take a lot of vacations. It’s a good thing.”

The collection is produced in limited quantities. “I think less is more,” McCaul said. “I found the factories with my production management team that I was connected to through a friend. I work very closely with the factories in Italy. They inspire me a lot. Everything is handmade. We work with a knitwear factory that produces for Brunello Cuccinelli and another factory that works with Moncler.”

McCaul plans to make net sales of $1.9 million in the first year. The consumer base for the projects spans a range of ages. “There are so many different people in our target audience,” she said. “It just goes to show that these clothes can look good on anyone at any age. They are fashion people and also people who care about quality. It’s been really interesting to see different age groups.”

“We’re going to use more sustainable fabrics,” McCaul said. “Sustainability is very important to me and it should also be important to customers. In the next collection we will use sustainable fabrics.”

Next year, one of McCaul’s goals is to expand distribution to London, Paris and Japan. “We are going to adopt a more immersive marketing posture, I love guerrilla marketing. The brand is really just about creating timely staples that you can have in a wardrobe forever. The fashion industry turns toxic. The world really can’t handle how fast fashion is moving. San Gêne is a place for everyone and every gender.”

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