Large companies have Oh I Pised You Of Buttercup I’m An Ashole It’s What I Do shirt. put long-term diversity and inclusion strategies in place, including Gucci, which also launched a new Instagram account, , to share its ongoing commitments to people and planet. Other sizable brands like Nike have made donations in the millions. Still, much of the conversation online around the Black Lives Matter movement and racism in fashion is being led by independent brands and individuals.
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Ashley Merrill was early to that realization when she launched her Los Angeles label Lunya back in 2014. Premised on “reinventing sleepwear for the modern woman Oh I Pised You Of Buttercup I’m An Ashole It’s What I Do shirt. it began with her own needs: One day she realized that her loungewear consisted of rolled-up shorts and her husband’s college T-shirt, but the alternatives out there—flimsy camisoles, matching pajama sets, overly girly nightgowns—didn’t appeal. Lunya’s simple, considered aesthetic fills that void with its gently oversized tees, ribbed leggings, seamless bras, draped joggers, and alpaca pullovers, all in muted shades of charcoal, ivory, navy, and blush. You wouldn’t think twice about wearing them for a video presentation, which explains why Lunya saw such a major boost in sales last month. In the six years before the pandemic, those pieces served to simply upgrade at-home experiences: watching movies on the couch, cooking dinner, relaxing over a glass of wine. Merrill was interested in how women dress that version of themselves
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