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THE BRAND:

Of Sutton is a clothing company that makes only one item: an anime turtleneck.

 
 
 

THE IDEA:

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.

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THE RESULTS:

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.

 
 


WEBSITE: ofsutton.com

Instagram: @ofsuttton