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BEHIND THE SEAMS

In the Swim

Feather 4 Arrow suits up for a challenging year.

WHEN THE COVID-19 pandemic hit, lifestyle brand Feather 4 Arrow was in the middle of shipping its Spring 2020 orders. After ensuring her staff was safe and following the prevailing CDC recommendations, Jaime Riese, founder and CEO, focused squarely on her customers by moving all inventory from their warehouses to the team’s office. “It was the only way we’d be able to seamlessly and safely continue to deliver to our clients,” she says, noting the process allowed her team to maintain direct control over every piece of merchandise shipped. Unsure when or if everything would return to normal, the team began focusing on online sales, connecting with customers to build a supportive community, specifically through social media. “We invited followers to share stories and photos of their loved ones on the frontlines, as well as post pictures of their friends and family in our clothing,” Riese says. “The response was amazing!” In May, the company appointed president Julie M. Rich, an indus-

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try veteran who served as Snapper Rock’s vice president of sales and operations for over 16 years. Admiring Rich’s ability to develop and launch Snapper Rock’s global wholesale organization, Riese seized the opportunity to bring Rich aboard. “I have always felt swim fits into who we are as a brand,” Riese says. “When I brought Julie on, she really encouraged me to step out of my comfort zone and create a collection that is larger and more encompassing than we’ve ever created in the past.” For Spring 2020, Feather 4 Arrow made a splash with a capsule swim collection and will offer its first Resort collection in November. “This is our largest swim assortment,” says Riese, citing a wide selection of casual, easy pieces to mix-and-match with swim, like classic vintage tees, shorts, lightweight cover-ups, rompers and dresses. “We want our buyers to see, feel and understand we’re creating a lifestyle brand like no other.”

Profile for 9Threads

Earnshaw's Magazine | August/September 2020  

Swim Lessons: Statements in Style & Strategy | Do the Right Thing: Rylee + Crew Creates Diversity Board | Purchasing in a Pandemic: Virtual...

Earnshaw's Magazine | August/September 2020  

Swim Lessons: Statements in Style & Strategy | Do the Right Thing: Rylee + Crew Creates Diversity Board | Purchasing in a Pandemic: Virtual...