A direct-to-consumer fashion accessories brand dedicated to city living.
Co-Founder | New York City
I launched the lifestyle brand in 2014 with my co-founder from the initial concept to product design and launch strategy to daily operations. Our iconic product was the Noho Bag, a functional backpack designed to combat all the demands of a busy, modern lifestyle. OVERT garnered a loyal following and strong community of brand ambassadors with a relatable content and social media campaign named #FollowTheGirl.
WHERE WE WERE AT
Living in NYC and always on the go. We were carting multiple bags around to carry the basic essentials for a standard day in New York.
The fashion industry was dominated by “influencers” with huge follower counts and expensive lifestyles. We decided to create a bag that would truly meet the demands of city living and build an online platform dedicated to telling the stories of real-life hustlers in NYC, a community of doers.
This mission inspired everything that we did from day one. From the original concept to the product design, and even the name OVERT, which means to be transparent and open.
Everything we did had to be honest, authentic and purposeful.
WHAT WE DID TOGETHER
EVERYTHING. You see it, we did it. A true culmination of personal passion, professional experience and new learnings.
From brand concept, to product design and manufacturing, to launch marketing strategies, web and E-Commerce designs and content creation.
To launch the brand, we developed a social media campaign titled #FollowTheGirl, which featured our own unique tone of voice. We extended this voice to an online content platform and built a loyal community through the connections we made with women we were inspired by and they, in turn, became our OVERT City Girls.
We sold out of three different styles of the Noho Bag. We built a community of over 10,000 (IG) followers, over 5,000 email subscribers and profiled more than 50 women.
Partnerships were key in community building, and we put on some pretty fun brand events and pop-up activations too.
We also graduated from a Fashion Business Accelerator, MASTERED Accessories in 2017.