.Tracy_Reese unveils a new sustainable, 'responsibly designed' collection that's based in Detroit.
in 2016); and witnessed the ups and downs of department stores and retail in general. Perhaps most important, she’s kept up with the industry’s zero-to-60 increase in speed, effectively growing her business on a global scale and producing upwards of 10 collections a year.
On a recent call, Reese said she simply couldn’t ignore the impact her original brand was having on the environment. Sustainability had been on her mind for the better part of a decade, largely thanks to a design assistant who left to earn a master’s degree in green sciences. But it wasn’t until her former business partners approached Reese about doing “volume production”—i.e., lower-priced, high-quantity collections—that she put her foot down.
On that note, Hope for Flowers is inherently Tracy Reese, with its feminine prints, floaty materials, and bright palette, but virtually everything else about it is different from her former brand. For starters, it’s very small and she intends to keep it that way. “I want to ship fewer collections, because the world just does not need so much merchandise,” she explains. “This is going to be a smaller, tighter ship.
That ties into the collection’s name, Hope for Flowers: “It speaks to my hopes for the planet, but also when you think about creativity and the arts, it’s about nurturing those qualities in children and adults. Part of my mission is to make Detroit a creative space where people can come and create together. We all need that outlet and the community to do it with.
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