FASHION

Scott Sternberg’s whole world is closing the store


Entireworld, a friendly technical-colored tracksuit brand from former Band of Outsiders designer Scott Sternberg, is closing. “It’s not all just a sobbing story,” founder Sternberg wrote in an Instagram post announcing the news, but it certainly stings. The news is also shocking: from the outside, Entireworld seemed to be one of the few clothing brands to succeed during the pandemic.

Sternberg launched Entireworld in 2018 as a brand with ambitions for the mass market. The goal was to make smaller, more basic products — button-down shirts, heavy sweaters, and those tracksuits — that would resonate with more customers than a higher-end Band niche approach. The brand did well as a direct consumer player by a cult designer, until it suddenly found itself on a rocket powered by a pandemic.

In the early days of the pandemic, Sternberg sent an email to Entireworld subscribers that struck the right tone: personal, exposing the soul … and ultimately winning. Prior to this email, the brand averaged 46 pots sold per day, but reduced that number to 1,000 on the day Sternberg’s note came out, according to New York Times. In March, sales increased by 662% compared to the previous year. It turned out that tracksuits all over the world are exactly what customers are suddenly looking for: cute enough for Zoom calls and comfortable enough for the couch.

This initial success puts the challenges of running an independent clothing brand in sharp focus. It is difficult enough to make and sell clothes in good times, let alone during a pandemic that crushes supply chains and makes business even more unpredictable. “The whole world is a big idea, a huge endeavor that will require significant capital to be able to compete with the countless brands there,” Sternberg wrote on Instagram.

Raising money for Entireworld is a constant struggle for Sternberg. He said before March 2020. GQ he was “In the middle of a round of funding, so now is a particularly uncertain time.” Obviously, time has remained uncertain. Sternberg noted on Instagram that the closure of Entireworld was due to “years of unsuccessful fundraising.” He referred to a recent potential acquisition that “would finally enable us to realize the brand’s financial potential. But this deal vanished in a flash, leaving us and our factories high and dry and giving us no choice but to close things down. “

Closing Entireworld is made even more painful by the fact that Sternberg has been through this process once before. Sternberg’s previous brand, Band of Outsiders, was similarly loved – and similarly crippled by the crushing of fundraising problems. He said GQSam Schube that he knows that the days of the brand are numbered on the day when his last hope for money from private capital passed (which was also the day the Band of Outsiders opened an extravagant store in downtown Manhattan). This story sounds overwhelmingly similar now.

Let’s make the silver linings now. Sometimes there are brands that appear at the perfect moment and manage to capture something of the reign – and now Sternberg is at the head of two of them. The group emerged as the men’s clothing matured, making strange staples, while the men felt comfortable dressing in a little unfamiliar, a little more fun. What are the chances of Entireworld coming of age, as a once-in-a-lifetime pandemic will hit the world? Sweating, as Sternberg noted on Instagram, was a consolation to many of his clients. When jeans were too tight and old basketball shorts rattled too much, Entireworld was there to help us overcome the pandemic more comfortably and a little more stylishly. The latest good news is that the fun is not over yet: Sternberg also announced a sale for liquidation so you can pick up your finale Parts from around the world with a big discount.





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