Forwardforward.com Looks, Well, Forward
September 14 was a big day for cancelled plans. Plans to retire early. Plans to buy a new car. Plans to go to work the following day…at Lehman Brothers. Plans to vote for John McCain. We’ve got to give kudos, then, to the folks at Revolve Clothing, for sticking to their guns. The fashion e-tailer is bucking the credit-card-slashing, carpooling, coupon-clipping tide of the economic meltdown by launching a new, more exclusive Web site. Forwardforward.com sells a well-curated mix of clothes by just off-the-radar designers like Roberta Furlanetto, Trasteverine, and London’s Future Classics, as well buzzy up-and-comers like Erin Fetherston and Jeremy Scott (pictured here). According to company creative director Cristy Turner, sales have been surprisingly strong since the site launched last weekend. “I think the service we’re providing is unique enough that we’re less affected than some other e-commerce sites,” Turner notes. “No one is doing what we’re doing, which is searching out new designers the way a small boutique would, and then presenting our buy in an editorial way.” She adds, “People who care about fashion are still out there and they’re going to gravitate to the site no matter what kind of economy we have.” Sounds like hope. We hear there’s a future in that.