By ELLEN LEWIS
It’s always been my belief that communication is the key to any positive partnership. It’s not only about the rapport between two people, but also the rapport between a individual and a product. As far as I am concerned, these tête à têtes often resolve into years long relationships and sometimes great friendships. Thus, is the case with Sarah Carter, owner of SF Showroom in San Francisco. I’ve known Sarah for years, first when she was buying for her mom’s lingerie store, A La Mode, in Maryland and later when she began her Intimate Apparel Sales Rep career on the West Coast. We have spent time together in the past developing and merchandising a mutual clients’ brand. She is totally ensconced in the Lingerie business and knows her stuff.
So, when Sarah called me a few months ago to tell me about the new brand she and business partner Sawako Yamauchi, a 15 year design veteran, were going to launch at Curve NY this summer, I was all ears. INEJ, the brand name, means “One Who Has Faith”. Their mission is to create a collection of sleep and lounge styles that makes ‘life easier with versatile, stylish, and comfortable clothing.’ Sustainability, quality fabrics and charity are the backbone of the business. But what impresses me most is the actual design direction, the clever prints and smart shapes that are both fun and easy to wear. Constructed in washable silk, woven tencel, and bamboo jersey and available in sizes S-XL, the quality speaks for itself. Yes, these are friends. But believe me, if I didn’t like what I saw, I would not be writing this missive. Take a look at some highlights from the Spring 24 collections debuting at Curve and judge for yourself. (Contact: sarah@sfshowroom.com)
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