Shade Introduces Seventeen New Modest Tops for Autumn Season
AMERICAN FORK, Utah (August 2007) – Shade Clothing, the first company to infuse modesty into today’s hottest fashion trends, has added 17 new shirt styles for the fall season. The chic tops incorporate fall’s most popular looks in modest and flattering designs. The new styles will be available Sept. 1, along with 10 of Shade’s most popular styles – including the cap sleeve under tee, camisole, tank and v-neck – in new and best-selling colors. Prices range from $11.50 to $34.50, and most shirts come in a variety of colors.
“This fall we’re going to see fashion take a very comfortable and classy direction,” said Chelsea Rippy, founder and CEO of Shade Clothing. “Feminine details from this summer will linger into autumn, which you’ll find in Shade’s new turtleneck with ruffles, as well as the ruffle details on our 3/4 sleeve button up. Vests will be a must-have fall trend, and Shade offers the look in both a v-neck and scoop neck. However, what I’m most excited about are the button accents, which Shade has incorporated with turtlenecks, button up shirts and vests.”
For the first time ever, Shade is introducing button up shirts, all with extra length for ultimate coverage and comfort. Shade’s precisely designed button ups can be tucked in easily, or provide flattering coverage as well if worn untucked. The Long Sleeve Button Up features a pointed collar and two-pocket detail on the chest; the Short Sleeve Button Up has a rounded collar and bib detail on front, with button accents on the sleeves; and the 3/4 Sleeve Button Up features a subtle stripe detail on the fabric with slight ruffle detail on the collar and sleeve. These tops are available exclusively in white.
Shade is debuting two vests for the season. The V-Neck Vest has a high cut in front and back, and the Scoop Neck Vest features a three-button detail on the side.
Shade will be introducing three new turtlenecks this autumn. The Turtleneck with Ruffles comes in a butter soft material and features a petite ruffle detail on the sleeves and neck; the Pima Cotton Half-Sleeve Turtleneck comes in a lightweight material and features a fold-over turtleneck; and the Turtleneck with Buttons features a sophisticated six-button detail on the neck.
Also for the fall, Shade is offering several formal, more sophisticated designs. The Polished 3/4 Sleeve comes in a luxurious satin finish. Its boat neck cut, along with slit detail on the sleeve and hem, accentuate the shirt’s tailored fit. The Mushroom Long Sleeve comes in an ultra soft fabric and features exaggerated cuffs and slight gathers on the shoulders. The Slub V-Neck features a butterfly sleeve and a wide band on the sleeve and waist.
Shade shirts designed to be comfortable and cozy in the cooler months include the Long Sleeve Thermal, made of a soft, mini-waffle cotton; the Pima Cotton 3/4 Sleeve, with three-inch cuff detail; the Pima Cotton Long Sleeve, with a tapered sleeve and crewneck; the Scoop Neck Half Sleeve and Scoop Neck Long Sleeve, both in a butter soft cotton/spandex blend; and the Jersey Tee, in combed cotton with a mid sleeve.
Shade is also adding shirts to its Girly and Shade Maternity lines for the fall. The Girly Puckered Long Sleeve will be available in four colors and retails for $14.50 each. New maternity styles include the Heathered Turtleneck and Pima Cotton Long Sleeve. Each maternity top will be available in several colors and retail for $27 and $28, respectively.
Shade fashions, including Shade shirts, Basic Black, Brother for Sister, Shade Swim, and Shade’s new collection of slips, can be purchased online, in select retail locations, or through Shade Personal Shoppers. Visit www.shadeclothing.com to locate the nearest Personal Shopper or retail location.
Wednesday, August 08, 2007
Friday, May 11, 2007
Modest Swimsuits
Shade Clothing Debuts Shade Swim with Three Tops, Unique Bottoms Designed to Hide Trouble Areas
AMERICAN FORK, Utah (March 21, 2007) – Shade Clothing, the first company to infuse modesty into today’s hottest fashion trends, announced today the launch of Shade Swim, its new swimsuit brand.
The line debuted with three swim top styles, each custom designed to flatter a woman’s body without being too revealing. Each of the stylish tops can be matched with Shade’s Swim Bottoms, which feature a four-inch slimmer band to complement the midsection.
“I don’t think there is a woman in this world that enjoys shopping for swimsuits because it reminds you of your problem areas. We have made a special effort to design swimsuits that help women feel comfortable,” said Chelsea Rippy, founder and CEO of Shade Clothing. “The specially designed bottoms hold in your tummy and sides, while our swim tops fit loose enough to cover the high bottoms and flatter your midsection. These pieces honestly look great on every body type, which is a first for swimsuits.”
All of the pieces in the Shade Swim collection are made with soft, durable 82 percent nylon/18 percent spandex material. The tops are lined for additional comfort and feature a removable soft cup bra, as well as a discrete pocket hidden in each bra cup to keep extra padding in place.
The Huntington is offered in four colors, and the tube top cut features slim, adjustable shoulder straps. This style retails for $31.50. The Huntington with Graphics is the same top, but features a unique design screen printed on each of four available colors and retails for $39.50. “Because Shade Swim uses the screen printing technique, the Huntington features stylish graphics, which are a huge contrast to the floral prints traditionally available in swimsuits,” said Rippy.
The Laguna top features a loose and relaxed cut around the waist, a halter tie around the neck, and subtle rouching at the chest. Available in four colors, this style retails for $35.50.
The Newport top comes in four colors and features thick, gathered straps for extra chest support. The halter tie bathing suit also features a loose and relaxed cut around the waist, minimizing attention on the stomach and hips. This style retails for $35.50.
Shade Swim Bottoms are available in eight colors and coordinate perfectly with the Shade Swim top colors. The swim bottoms feature a high-waist, mid-rise cut on the leg and a four-inch slimmer band at the waist, which is covered by each of Shade’s longer swim tops. The slimmer band does extra work by minimizing the tummy and sides. The bottoms retail for $22.50.
Shade Swim pieces are sold separately online, in select retail locations, or through Shade Personal Shoppers. Shade has also added new tops to its clothing line for spring and summer, as well as several new dresses in its Basic Black collection. Visit http://www.shadeclothing.com/ to locate a Personal Shopper or retail location near you.
AMERICAN FORK, Utah (March 21, 2007) – Shade Clothing, the first company to infuse modesty into today’s hottest fashion trends, announced today the launch of Shade Swim, its new swimsuit brand.
The line debuted with three swim top styles, each custom designed to flatter a woman’s body without being too revealing. Each of the stylish tops can be matched with Shade’s Swim Bottoms, which feature a four-inch slimmer band to complement the midsection.
“I don’t think there is a woman in this world that enjoys shopping for swimsuits because it reminds you of your problem areas. We have made a special effort to design swimsuits that help women feel comfortable,” said Chelsea Rippy, founder and CEO of Shade Clothing. “The specially designed bottoms hold in your tummy and sides, while our swim tops fit loose enough to cover the high bottoms and flatter your midsection. These pieces honestly look great on every body type, which is a first for swimsuits.”
All of the pieces in the Shade Swim collection are made with soft, durable 82 percent nylon/18 percent spandex material. The tops are lined for additional comfort and feature a removable soft cup bra, as well as a discrete pocket hidden in each bra cup to keep extra padding in place.
The Huntington is offered in four colors, and the tube top cut features slim, adjustable shoulder straps. This style retails for $31.50. The Huntington with Graphics is the same top, but features a unique design screen printed on each of four available colors and retails for $39.50. “Because Shade Swim uses the screen printing technique, the Huntington features stylish graphics, which are a huge contrast to the floral prints traditionally available in swimsuits,” said Rippy.
The Laguna top features a loose and relaxed cut around the waist, a halter tie around the neck, and subtle rouching at the chest. Available in four colors, this style retails for $35.50.
The Newport top comes in four colors and features thick, gathered straps for extra chest support. The halter tie bathing suit also features a loose and relaxed cut around the waist, minimizing attention on the stomach and hips. This style retails for $35.50.
Shade Swim Bottoms are available in eight colors and coordinate perfectly with the Shade Swim top colors. The swim bottoms feature a high-waist, mid-rise cut on the leg and a four-inch slimmer band at the waist, which is covered by each of Shade’s longer swim tops. The slimmer band does extra work by minimizing the tummy and sides. The bottoms retail for $22.50.
Shade Swim pieces are sold separately online, in select retail locations, or through Shade Personal Shoppers. Shade has also added new tops to its clothing line for spring and summer, as well as several new dresses in its Basic Black collection. Visit http://www.shadeclothing.com/ to locate a Personal Shopper or retail location near you.
Shade Clothing - Modest Maternity Clothing
SHADE CLOTHING OFFERS COMFORT, COVERAGE
WITH EXTRA-LONG MATERNITY TOPS
Four Designer Shirts Now Available in Shade Maternity Line
AMERICAN FORK, Utah (April 2007) – Shade Clothing, the leading provider of hip, modest clothing for women, now offers four tops in its Shade Maternity line, each designed with extra length in front to provide full coverage during pregnancy.
“Maternity fashion has definitely improved since I had my first baby five years ago, but it is still a struggle to find basic pieces you can wear through the entire pregnancy,” said Chelsea Rippy, Shade Clothing founder and CEO, and mother of two (with a third on the way). “The worst are those last few weeks when you feel huge and uncomfortable, and even maternity shirts can’t cover your growing belly or hide your elastic waistband. That’s why we have designed the shirts in our Shade Maternity line to be extra long in front, ensuring that mothers-to-be will look stylish and feel comfortable for all nine months.”
The maternity tank is the perfect layering piece, providing extra coverage with wide straps, a high neckline and longer length. The cotton/spandex blend hugs the tank close to the body for extra support, and makes the top ideal for layering under wide neck shirts and plunging v-necks. Available in seven colors, the tank retails for $16.99 each.
The maternity ribbed tank features wide straps for additional coverage. The ribbed tank is available in five colors and retails for $18.99 each.
The maternity cap sleeve is the maternity version of Shade’s best seller, the cap sleeve under tee. Featuring a scoop neck and a fine merrow stitch on neck and arms, the extra long cap sleeve is perfect for layering under other maternity fashions to maintain coverage. Available in five colors, the cap sleeve retails for $19.99 each.
The maternity baby tee features a semi-scoop neckline with three-inch sleeves. Like the other Shade Maternity tops, the baby tee offers extra length in front, making the baby tee the perfect t-shirt for expecting mothers to wear throughout their pregnancies. Available in nine colors, the baby tee retails for $20.99 each.
Shade also offers women’s tops, dresses, swimwear, and a girl’s line. Shade Maternity, along with other Shade fashions, can be purchased online, in select retail locations, or through Shade Personal Shoppers. Visit http://www.shadeclothing.com/ to locate the nearest Personal Shopper or retail location.
WITH EXTRA-LONG MATERNITY TOPS
Four Designer Shirts Now Available in Shade Maternity Line
AMERICAN FORK, Utah (April 2007) – Shade Clothing, the leading provider of hip, modest clothing for women, now offers four tops in its Shade Maternity line, each designed with extra length in front to provide full coverage during pregnancy.
“Maternity fashion has definitely improved since I had my first baby five years ago, but it is still a struggle to find basic pieces you can wear through the entire pregnancy,” said Chelsea Rippy, Shade Clothing founder and CEO, and mother of two (with a third on the way). “The worst are those last few weeks when you feel huge and uncomfortable, and even maternity shirts can’t cover your growing belly or hide your elastic waistband. That’s why we have designed the shirts in our Shade Maternity line to be extra long in front, ensuring that mothers-to-be will look stylish and feel comfortable for all nine months.”
The maternity tank is the perfect layering piece, providing extra coverage with wide straps, a high neckline and longer length. The cotton/spandex blend hugs the tank close to the body for extra support, and makes the top ideal for layering under wide neck shirts and plunging v-necks. Available in seven colors, the tank retails for $16.99 each.
The maternity ribbed tank features wide straps for additional coverage. The ribbed tank is available in five colors and retails for $18.99 each.
The maternity cap sleeve is the maternity version of Shade’s best seller, the cap sleeve under tee. Featuring a scoop neck and a fine merrow stitch on neck and arms, the extra long cap sleeve is perfect for layering under other maternity fashions to maintain coverage. Available in five colors, the cap sleeve retails for $19.99 each.
The maternity baby tee features a semi-scoop neckline with three-inch sleeves. Like the other Shade Maternity tops, the baby tee offers extra length in front, making the baby tee the perfect t-shirt for expecting mothers to wear throughout their pregnancies. Available in nine colors, the baby tee retails for $20.99 each.
Shade also offers women’s tops, dresses, swimwear, and a girl’s line. Shade Maternity, along with other Shade fashions, can be purchased online, in select retail locations, or through Shade Personal Shoppers. Visit http://www.shadeclothing.com/ to locate the nearest Personal Shopper or retail location.
Basic Black Collection Now Available in Macy's Stores
AMERICAN FORK, Utah (April 18, 2007) – Shade Clothing, the first company to infuse modesty into today’s hottest fashion trends, today announced that select dresses from its “Basic Black” dress collection are now being carried in Macy’s department stores.
Macy’s will initially carry six Basic Black dresses: the Jane Half-Sleeve, Lucy, Ava, Kerry, Ferguson and Molly. The semi-formal dress collection fills a niche for women looking for stylish dresses that allow them to be more covered than most of today’s available styles. “Shade has taken the classic little black dress and made it modest, while maintaining the elegance and sophistication that makes you look like you just stepped off of the red carpet,” said Chelsea Rippy, Shade Clothing founder and CEO.
“Basic Black is currently available at 10 Macy’s locations in four states – Utah, Washington, Oregon and Idaho – with the possibility of expanding to additional retail locations in the future.
“When we introduced our Basic Black collection this past holiday season, we were overwhelmed by the demand for these dresses. There is a substantial, unfulfilled market of women wanting to look classy and stylish, but don’t want to dress overly revealing,” said Rippy. “By partnering with Macy’s, we are expanding our reach and giving more women the option to dress how they feel most comfortable – in modest fashions that don’t sacrifice their great style.”
In addition to its Basic Black collection, Shade also offers women’s tops, swimwear, maternity clothes and a girl’s line. Shade fashions can be purchased online, in select retail locations, or through Shade Personal Shoppers. Visit “http://www.shadeclothing.com/ to locate the nearest Personal Shopper or retail location.
Macy’s will initially carry six Basic Black dresses: the Jane Half-Sleeve, Lucy, Ava, Kerry, Ferguson and Molly. The semi-formal dress collection fills a niche for women looking for stylish dresses that allow them to be more covered than most of today’s available styles. “Shade has taken the classic little black dress and made it modest, while maintaining the elegance and sophistication that makes you look like you just stepped off of the red carpet,” said Chelsea Rippy, Shade Clothing founder and CEO.
“Basic Black is currently available at 10 Macy’s locations in four states – Utah, Washington, Oregon and Idaho – with the possibility of expanding to additional retail locations in the future.
“When we introduced our Basic Black collection this past holiday season, we were overwhelmed by the demand for these dresses. There is a substantial, unfulfilled market of women wanting to look classy and stylish, but don’t want to dress overly revealing,” said Rippy. “By partnering with Macy’s, we are expanding our reach and giving more women the option to dress how they feel most comfortable – in modest fashions that don’t sacrifice their great style.”
In addition to its Basic Black collection, Shade also offers women’s tops, swimwear, maternity clothes and a girl’s line. Shade fashions can be purchased online, in select retail locations, or through Shade Personal Shoppers. Visit “http://www.shadeclothing.com/ to locate the nearest Personal Shopper or retail location.
Friday, March 03, 2006
Shade shirts give women fashion relief
By Liliya Velbovets Daily Universe Staff Reporter - 23 May 2005
Too short. Too low. Too sheer.
It seems like it would be faster to learn how to sew than find a desirable piece of wardrobe in the mall.
Two women who graduated from BYU are aware of the challenges girls face when trying to look stylish and at the same time, follow the modesty standards.
Thus, last year they founded Shade Clothing, a company dedicated to providing women with modest options for wearing today's latest fashions.
Many women agree the most popular trends these days are really low pants and short, sheer wide-necked shirts.
“If you are moving at all you end up showing something that you don't want to be showing,” said Char Garn, sales representative for Shade Clothing.
The problem women face is trying to stay on top of current fashion but also follow moral standards.
Chelsea Rippy, president of the company, refuses to wait for the fashion industry to present her with appropriate solutions. The idea to take action came to her the season that peasant shirts were in fashion because they were usually too short or too see-through.
“I loved the style but never bought one because I knew I would never find anything to wear under it that would cover my garment,” Rippy said. “I came home one day from a particularly frustrating shopping trip and decided that I was going to make the ultimate undershirt.”
Taking matters into her own hands, Rippy spent one year designing and developing a line of undershirts with the goal of helping women dress modestly, comfortably and fashionably. She excited her friend Garn with her passion about the product and Garn became her business partner.
Rippy and Garn have a lot of things in common. They are both BYU graduates with degrees in the field of health. Though their majors may not have a lot to do with running the company, they said the attributes they have learned at BYU have helped them in their business.
“I am very thankful that I've been given the opportunity to show my children how important hard work is and what it takes to go after something and make it successful,” Garn said.
Both women are married and their husbands are also entrepreneurs. Although their husbands are focused on their own careers, they are a big support to their wives in their goals.
“They both have experience in marketing and business so we bounce a lot of our ideas off of them,” Rippy said. “From day one, my husband has been excited about this company and its potential. He has kept me grounded during the ups and downs of being a small business owner.”
The fashion business is very competitive and people are not willing to share their knowledge about how to get started, Garn said. Newcomers have to learn about where to get fabric and manufacturers as they go.
Although her work takes a lot of time, Garn finds it to be fulfilling.
“It is hard to juggle my family and my company but I feel like it is worth it,” she said. “Having a passion is very important in your life. I didn't think that I would make money, but I was very passionate about these shirts and I wanted to do it.”
This passion seems to work for Shade Clothing. The company's sales have grown by 30 percent each month since its inception and orders have been received from every state in the country.
For the most part the company sells shirts online, promoting the attire through house parties where girls can try and buy products. The only retail stores selling Shade shirts are JMR and Lola Bella at the Gateway in Salt Lake City.
“Today we are getting a thousand [shirts] and I know it will be gone within a week,” said Kevin Murray, JMR manager.
Garn's excitement for the product comes from the versatility it has brought to her wardrobe. She said the shirts made her life much easier and gave her more freedom in clothing choice.
“I honestly have a passion for every woman to own a Shade Clothing shirt because of how much it's changed my life,” she said. “I know that sounds dramatic but really it has. I'm a lot more comfortable and happy in everything I'm wearing.”
Too short. Too low. Too sheer.
It seems like it would be faster to learn how to sew than find a desirable piece of wardrobe in the mall.
Two women who graduated from BYU are aware of the challenges girls face when trying to look stylish and at the same time, follow the modesty standards.
Thus, last year they founded Shade Clothing, a company dedicated to providing women with modest options for wearing today's latest fashions.
Many women agree the most popular trends these days are really low pants and short, sheer wide-necked shirts.
“If you are moving at all you end up showing something that you don't want to be showing,” said Char Garn, sales representative for Shade Clothing.
The problem women face is trying to stay on top of current fashion but also follow moral standards.
Chelsea Rippy, president of the company, refuses to wait for the fashion industry to present her with appropriate solutions. The idea to take action came to her the season that peasant shirts were in fashion because they were usually too short or too see-through.
“I loved the style but never bought one because I knew I would never find anything to wear under it that would cover my garment,” Rippy said. “I came home one day from a particularly frustrating shopping trip and decided that I was going to make the ultimate undershirt.”
Taking matters into her own hands, Rippy spent one year designing and developing a line of undershirts with the goal of helping women dress modestly, comfortably and fashionably. She excited her friend Garn with her passion about the product and Garn became her business partner.
Rippy and Garn have a lot of things in common. They are both BYU graduates with degrees in the field of health. Though their majors may not have a lot to do with running the company, they said the attributes they have learned at BYU have helped them in their business.
“I am very thankful that I've been given the opportunity to show my children how important hard work is and what it takes to go after something and make it successful,” Garn said.
Both women are married and their husbands are also entrepreneurs. Although their husbands are focused on their own careers, they are a big support to their wives in their goals.
“They both have experience in marketing and business so we bounce a lot of our ideas off of them,” Rippy said. “From day one, my husband has been excited about this company and its potential. He has kept me grounded during the ups and downs of being a small business owner.”
The fashion business is very competitive and people are not willing to share their knowledge about how to get started, Garn said. Newcomers have to learn about where to get fabric and manufacturers as they go.
Although her work takes a lot of time, Garn finds it to be fulfilling.
“It is hard to juggle my family and my company but I feel like it is worth it,” she said. “Having a passion is very important in your life. I didn't think that I would make money, but I was very passionate about these shirts and I wanted to do it.”
This passion seems to work for Shade Clothing. The company's sales have grown by 30 percent each month since its inception and orders have been received from every state in the country.
For the most part the company sells shirts online, promoting the attire through house parties where girls can try and buy products. The only retail stores selling Shade shirts are JMR and Lola Bella at the Gateway in Salt Lake City.
“Today we are getting a thousand [shirts] and I know it will be gone within a week,” said Kevin Murray, JMR manager.
Garn's excitement for the product comes from the versatility it has brought to her wardrobe. She said the shirts made her life much easier and gave her more freedom in clothing choice.
“I honestly have a passion for every woman to own a Shade Clothing shirt because of how much it's changed my life,” she said. “I know that sounds dramatic but really it has. I'm a lot more comfortable and happy in everything I'm wearing.”
Clothes are a 'Modest' Success
By Marin Decker, Deseret Morning News
SPRINGVILLE — They say that necessity is the mother of invention. In the case of one American Fork woman's invention, necessity has brought about a mother lode of attention.
A line of shirts Chelsea Rippy designed to make her life easier has now caught the attention of women scattered across the nation, mostly due to the unusual cut: ultra-modest.
"The general response has been, 'Finally, I can wear what I want to wear and still feel really comfortable and modest,' " said Rippy, who founded American Fork-based Shade Clothing. "People are just so excited to have something cover their body whether or not they're standing or bending over."
Rippy, a Brigham Young University graduate with a degree in health education, came up with the idea for the company after one of many unsuccessful attempts to find modest, fashionable clothing at local stores.
"I just came home one day from a really frustrating shopping experience and was wishing somebody would make a shirt that would do this, this and this," she said. "And then I said, 'Oh my goodness, I'm going to do it.' "
The result of Rippy's brainstorming was three different extra-long, higher-necked, stretchy shirts designed to be worn underneath other clothing. One is a spaghetti-strapped tank top, one a cap-sleeved shirt and the third a long-sleeved shirt. Though Rippy had no experience in fashion design or merchandising, she and business partner Char Garn started selling the shirts last September and have been hard-pressed to keep up with demand.
"We're continually growing," Rippy said. "We grow about 30 percent each month."
Not surprisingly, a good chunk of that growing clientele includes members of The Church of Jesus Christ of Latter-day Saints, in and outside of Utah. But Shade's products have also found a market outside the Mormon niche.
"We get non-Mormons; they still want to be modest," said Shade sales representative Jamie Brown.
"It's designed to cover garments (worn by LDS women), but people just wear them plain, just as shirts."
Rippy said she had LDS women in mind when she designed the shirts and was surprised at first to discover their broader appeal.
"It definitely surprised me," she said. "But now that I wear the shirts on a daily basis, I can kind of see why anybody would feel more comfortable just to have a few more inches added to whatever they're wearing. People like the shirts regardless of their religion."
Rippy theorizes that versatility is the main selling point for the shirts.
"They're modest shirts that allow you to wear everything else," she said. "Personally, I am excited about it because when I go shopping, I don't even look twice at the length, I don't have to look if it's see-through or not, or if it's wide-shouldered. I can wear everything that's in the stores right now with my shirt. Shopping is a whole new deal."
But the natural networking disposition of Shade's target market, LDS women, has also done much to drive the company's success. Shade sells the majority of its products at Tupperware-like parties, hosted by enthusiastic customers for their family and friends.
"I wasn't going to go the party approach, because I wanted to establish myself as a hip, modest clothing line," Rippy said. "But literally like a week into selling the shirts, I had ladies begging me to throw parties."
The approach Rippy initially shied away from has become Shade's "bread and butter."
"Next thing you know, we do about 18 parties a week, and that's just because we don't have enough inventory to accommodate more," she said. "Parties are a good chunk right now, I'd have to say the majority of, our sales. So that's been a huge thing for us; ladies telling their friends has been really helpful."
According to Rippy, each party of 30 to 50 women results in an average of 150 to 450 shirts sold.
"People never walk away with just one; they usually buy three," said Brown. "Some people will throw down $300, $400, if they have a lot of teenage girls.
Though most of the parties are hosted in Utah, women in Arizona, Washington, Nevada and California have held them as well.
"We get people from out of state constantly asking to be sales reps in their state," Rippy said. "We hope to eventually have 40 parties a week going all at the same time. It's just been a great way to get the word out fast."
Shade's products are also available on the Internet — http://www.shadeclothing.com/— and have been sold at local JMR clothing stores since February.
Gateway Mall JMR sales associate Amy Maddux said the shirts sell out quickly at her store. "The first time that we got them in, I think we sold out within, like, two or three hours," she said. "The cap-sleeve shirt sells amazingly well."
Fashion Place JMR assistant manager Brian Pearce said the shirts appeal to customers because they're fashionable. "The long shirts are in right now, everyone's loving the long, and all these shirts are long," he said. "I see pregnant women come in, and they love the stretch, and for women that are LDS and wear garments, it covers that. It's modest but yet modern."
Rippy said she is currently working to get the shirts into other stores, but the main roadblock has been inventory.
"We just barely started doing that, but we've decided to put a lot more focus on it," she said. "So you can expect to see them in a handful of stores in the next month or two." Rippy expects Internet sales to pick up in the near future as well.
"We're not going to market them on the Internet necessarily as modest shirts, just as long shirts that cover your tummy," she said. "So that's going to appeal to anyone who's just had a baby, anybody who has a job and wants to stay really professional and classy, so we just feel like the sky's the limit when it comes to selling them on the Internet."
As for her own storefront, Rippy said she currently lacks the capital, but is anxious to cater to customer needs.
"Obviously, we'd love to be able to provide as many options as we can when it comes to hip, modest clothing, so if that is in the future, I'd be really excited about that," she said. "We definitely see that as being a possibility, but you know, we just kind of take it one day at a time. It's growing so quickly, we don't want to get ahead of ourselves."
Part of the reason the shirts sell so well, according to Rippy, is that women of all ages and walks of life want to wear them.
"The cool thing about our product is we have 12-year-olds that love them and 65-year-old ladies that love them," she said. "It really appeals to every different age group."
Rippy said even if the shirts hadn't sold so well, she would have designed them just for personal use.
"I'm happy that everyone loves my product, but I do it because I'm excited about the shirts and I love to wear them myself," she said. "I'm not a clothing designer, so I didn't have big plans to provide a million different styles of clothes, but I just know that there are a few basic items that you needed in your wardrobe to make everything else possible. That was kind of my vision from the beginning, and it's really happening."
SPRINGVILLE — They say that necessity is the mother of invention. In the case of one American Fork woman's invention, necessity has brought about a mother lode of attention.
A line of shirts Chelsea Rippy designed to make her life easier has now caught the attention of women scattered across the nation, mostly due to the unusual cut: ultra-modest.
"The general response has been, 'Finally, I can wear what I want to wear and still feel really comfortable and modest,' " said Rippy, who founded American Fork-based Shade Clothing. "People are just so excited to have something cover their body whether or not they're standing or bending over."
Rippy, a Brigham Young University graduate with a degree in health education, came up with the idea for the company after one of many unsuccessful attempts to find modest, fashionable clothing at local stores.
"I just came home one day from a really frustrating shopping experience and was wishing somebody would make a shirt that would do this, this and this," she said. "And then I said, 'Oh my goodness, I'm going to do it.' "
The result of Rippy's brainstorming was three different extra-long, higher-necked, stretchy shirts designed to be worn underneath other clothing. One is a spaghetti-strapped tank top, one a cap-sleeved shirt and the third a long-sleeved shirt. Though Rippy had no experience in fashion design or merchandising, she and business partner Char Garn started selling the shirts last September and have been hard-pressed to keep up with demand.
"We're continually growing," Rippy said. "We grow about 30 percent each month."
Not surprisingly, a good chunk of that growing clientele includes members of The Church of Jesus Christ of Latter-day Saints, in and outside of Utah. But Shade's products have also found a market outside the Mormon niche.
"We get non-Mormons; they still want to be modest," said Shade sales representative Jamie Brown.
"It's designed to cover garments (worn by LDS women), but people just wear them plain, just as shirts."
Rippy said she had LDS women in mind when she designed the shirts and was surprised at first to discover their broader appeal.
"It definitely surprised me," she said. "But now that I wear the shirts on a daily basis, I can kind of see why anybody would feel more comfortable just to have a few more inches added to whatever they're wearing. People like the shirts regardless of their religion."
Rippy theorizes that versatility is the main selling point for the shirts.
"They're modest shirts that allow you to wear everything else," she said. "Personally, I am excited about it because when I go shopping, I don't even look twice at the length, I don't have to look if it's see-through or not, or if it's wide-shouldered. I can wear everything that's in the stores right now with my shirt. Shopping is a whole new deal."
But the natural networking disposition of Shade's target market, LDS women, has also done much to drive the company's success. Shade sells the majority of its products at Tupperware-like parties, hosted by enthusiastic customers for their family and friends.
"I wasn't going to go the party approach, because I wanted to establish myself as a hip, modest clothing line," Rippy said. "But literally like a week into selling the shirts, I had ladies begging me to throw parties."
The approach Rippy initially shied away from has become Shade's "bread and butter."
"Next thing you know, we do about 18 parties a week, and that's just because we don't have enough inventory to accommodate more," she said. "Parties are a good chunk right now, I'd have to say the majority of, our sales. So that's been a huge thing for us; ladies telling their friends has been really helpful."
According to Rippy, each party of 30 to 50 women results in an average of 150 to 450 shirts sold.
"People never walk away with just one; they usually buy three," said Brown. "Some people will throw down $300, $400, if they have a lot of teenage girls.
Though most of the parties are hosted in Utah, women in Arizona, Washington, Nevada and California have held them as well.
"We get people from out of state constantly asking to be sales reps in their state," Rippy said. "We hope to eventually have 40 parties a week going all at the same time. It's just been a great way to get the word out fast."
Shade's products are also available on the Internet — http://www.shadeclothing.com/— and have been sold at local JMR clothing stores since February.
Gateway Mall JMR sales associate Amy Maddux said the shirts sell out quickly at her store. "The first time that we got them in, I think we sold out within, like, two or three hours," she said. "The cap-sleeve shirt sells amazingly well."
Fashion Place JMR assistant manager Brian Pearce said the shirts appeal to customers because they're fashionable. "The long shirts are in right now, everyone's loving the long, and all these shirts are long," he said. "I see pregnant women come in, and they love the stretch, and for women that are LDS and wear garments, it covers that. It's modest but yet modern."
Rippy said she is currently working to get the shirts into other stores, but the main roadblock has been inventory.
"We just barely started doing that, but we've decided to put a lot more focus on it," she said. "So you can expect to see them in a handful of stores in the next month or two." Rippy expects Internet sales to pick up in the near future as well.
"We're not going to market them on the Internet necessarily as modest shirts, just as long shirts that cover your tummy," she said. "So that's going to appeal to anyone who's just had a baby, anybody who has a job and wants to stay really professional and classy, so we just feel like the sky's the limit when it comes to selling them on the Internet."
As for her own storefront, Rippy said she currently lacks the capital, but is anxious to cater to customer needs.
"Obviously, we'd love to be able to provide as many options as we can when it comes to hip, modest clothing, so if that is in the future, I'd be really excited about that," she said. "We definitely see that as being a possibility, but you know, we just kind of take it one day at a time. It's growing so quickly, we don't want to get ahead of ourselves."
Part of the reason the shirts sell so well, according to Rippy, is that women of all ages and walks of life want to wear them.
"The cool thing about our product is we have 12-year-olds that love them and 65-year-old ladies that love them," she said. "It really appeals to every different age group."
Rippy said even if the shirts hadn't sold so well, she would have designed them just for personal use.
"I'm happy that everyone loves my product, but I do it because I'm excited about the shirts and I love to wear them myself," she said. "I'm not a clothing designer, so I didn't have big plans to provide a million different styles of clothes, but I just know that there are a few basic items that you needed in your wardrobe to make everything else possible. That was kind of my vision from the beginning, and it's really happening."
Thursday, February 09, 2006
About Shade Clothing
The idea for Shade Clothing came to Chelsea Rippy of American Fork, UT, after one of many frustrating shopping trips. As had happened so many times before, she spent hours scouring clothing racks looking for items that were stylish without being too revealing. Fed up with her unsuccessful attempts to find hip, modest clothing, Chelsea decided to take matters into her own hands. She spent one year designing and developing a line of stylish, essential undershirts with the goal of giving women exactly what they need to dress modestly, comfortably and fashionably. In September 2004, when she felt like her shirts were “just right,” Chelsea founded Shade Clothing, a company with a simple mission: make clothes that help women feel comfortable and happy. Throughout the process of designing and perfecting the shirts, Char Garn, a friend and neighbor, was Chelsea's most enthusiastic “sounding board” and confidante, trying on each style as they evolved and giving valuable feedback. From day one, she shared Chelsea 's passion for the idea of bringing hip, modest clothing to women's wardrobes. When Shade Clothing opened for business it quickly became apparent that Chelsea needed a partner to help manage the overwhelming task of running her own business. Char was the perfect person for the job. The two officially became business partners in the fall of 2004 and today they work together, playing off each other's strengths, to design and distribute Shade shirts to women all over the United States.
Chelsea and Char both graduated from Brigham Young University with health-related degrees. Both are married and have two young children.
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