Of Sutton is a clothing company that makes only one item: an anime turtleneck.
I started Of Sutton with a friend last year. My partner and I have always shared a passion for clothes/outfits that meshed together completely different styles. We found that clothing choices were often an easy way to pigeonhole or typecast a person. We wanted to create an article of clothing for people who don't want to be easily labeled.
We decided on turtlenecks because they are perfectly cross-cultural: they have been worn and associated with philosophers, rap stars, tech nerds and hippies. The anime design was to add a unique and fun feel to the sweaters, mixing elements of a luxury turtleneck with a whimsical design. The idea was to create something completely original without being over the top.
Over a three-month span, we have sold out our first 200 turtlenecks via our online store. Our Instagram page has grown to over 8,000 followers in just a couple months. Through PR outreach, we have gained traction with celebrities like January Jones and Dawn O’Porter, who have posted pictures wearing the turtleneck on social media at no cost.