Leading fashion e-commerce site and lifestyle fashion brand JustFab is launching its first-ever merchandise collection in collaboration with digital company @BETCHES, a female-driven social media powered firm, known for its arid humour and on-the-nose pop-culture annotations.
The digital frontrunners, infamously crowned for their engaging and personalized shopping experience, are working together to launch a mixed bag of graphic tees and accessories exclusively on JustFab.com. Traci Inglis, Chief Marketing Officer TechStyle, JustFab’s parent company remarked on their new endeavour saying, “Women relate to the Betches content because it pokes fun at our everyday lives in a way that is relatable and fun. Our customers love that. Techstyle is a unique fashion brand in that we wholly understand and were bred in the digital space. Most retailers wouldn’t think to create a design collaboration with a satirical social platform and digital brand, but we aren’t most retailers.”
Started as a blog in 2011 by college roommates Jordana Abraham, Samantha Fishbein, and Aleen Kuperman, @BETCHES follows the theory of not taking yourself too seriously and being comfortable in your skin. Their new collection will follow in the footsteps of this ideology and features witty catch phrases such as ‘Resting Beach Face’ or ‘Alcohol You Later’. The creators of @BETCHES commented, “We’ve absolutely loved working with JustFab on our curated collections this past year, and we’re thrilled to be upping the partnership by creating our very own line with them. We think it’s a great opportunity to merge both our audiences in an even more unique way and we’re extremely excited about this launch!”