Miriam Alden, the founder of Brunette the Label, reflects on a decade of business evolution. Starting in 2014 with a single sweatshirt design, Alden built her brand around comfortable, cheeky slogan pieces that resonated with customers. However, as the fashion landscape shifted post-pandemic, Alden recognized the need to diversify and innovate. This article explores her journey from loungewear to more fashion-forward offerings, highlighting both challenges and triumphs along the way.

From Humble Beginnings to a Fashion Powerhouse

Alden's venture into the fashion world began modestly, focusing on cozy, logo-emblazoned sweatshirts that quickly gained popularity. The initial success was driven by strategic partnerships with retail distributors, allowing the brand to gain traction swiftly. Over the years, the brand expanded its offerings but remained rooted in loungewear. However, the pandemic accelerated demand for this category, leading to unprecedented growth. Despite this success, Alden foresaw the necessity of expanding beyond loungewear to stay relevant in an ever-changing market.

The transition from loungewear to more structured fashion items was not without its hurdles. Alden had to carefully consider how to maintain the brand's identity while introducing new products. She started by venturing into knitwear, matching sets, outerwear, and basics, ensuring these categories still felt aligned with the brand's core values. The shift was also influenced by customer expectations and the evolving fashion trends post-pandemic. Alden's approach involved creating value while preserving the community and emotional connection that made Brunette the Label unique. Through transparency and open communication, she kept her audience engaged and informed about the brand's transformation.

Navigating Challenges and Embracing Change

The road to redefining Brunette the Label was fraught with challenges. After experiencing significant growth during the pandemic, the brand faced a slowdown as consumer preferences shifted back to more structured clothing. Alden took this opportunity to reassess the future direction of the company. Closing the standalone Vancouver store and reducing staff numbers were tough decisions but necessary for survival. Despite these setbacks, Alden remained optimistic, viewing them as opportunities for reinvention.

To keep the brand fresh and exciting, Alden introduced new fashion items such as satin tops, oversized blazers, and slip dresses within the holiday collection. The brand's evolution culminated in a glamorous runway show held in a downtown Vancouver bar, showcasing Alden's latest designs. This event marked a significant milestone, signaling Brunette the Label's transition into a more fashion-forward entity. Alden's personal style and experiences have always influenced the brand, and now, more than ever, the collections reflect her current tastes and vision. Looking ahead, Alden is eager to explore new horizons while maintaining her focus on what truly matters—creating meaningful connections with her customers.