One element of the project Buckle Up Buttercup I Have Anger Issues And A Serious Dislike For Stupid People shirt. James is keen to emphasize is that it’s simply logical. “I’m not actually very radical,” she adds. “I consider myself a pragmatic optimist. I’m not out here telling fashion retailers that they need to do this tomorrow—I’m saying there are three particular steps they can take.” Indeed, the proposition of 15% of Black-owned businesses sitting on the shelves of major retailers as a direct reflection of U.S. demographics is really, as James previously put it, the bare minimum.

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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 Buckle Up Buttercup I Have Anger Issues And A Serious Dislike For Stupid People 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, when they’re in their own spaces and (probably) aren’t Instagramming their outfits.

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