Shade Clothing Plans to Expand Line of Hip, Modest Clothing,
Color Options and Retail Locations
Shade Clothing looks to use the company’s initial success as a
springboard for expansion and new growth.
American Fork, UT, August 2, 2005—Shade Clothing, leading
provider of hip, modest clothing for women of all ages,
announced today that it will proceed with plans to expand the
company product line, color options and retail locations, based
on its strong showing in the first several months of operation.
Shade Clothing, the first company to take a hip approach to
modest clothing, offers a line of “essential” undershirts that
includes strap camisoles, cap sleeve tees and baby tees. The
cotton/spandex blend, snugly fitted shirts to allow women and
girls of all ages to wear fashionable, trendy clothing while
still dressing comfortably and modestly. All styles sport three
extra inches of length at the bottom and higher necklines, while
still boasting a stylish cut. With Shade shirts, women can
expand their wardrobe to include clothes that in the past may
have been too sheer, too low cut, too short or too wide at the
neck. Shade shirts are sold online, through home parties across
the western states and in several retail locations in Utah.
“The response to our shirts has been overwhelmingly positive and
we’ve been amazed to see our sales increase by 30 percent each
month since we opened for business,” said founder and CEO
Chelsea Rippy. She hit upon the idea for Shade Clothing after
growing frustrated with the limited options available for women
who wanted to dress stylishly but still maintain their modesty.
She spent one year perfecting the shirts’ design before
launching the company in September 2004.
“Since its launch Shade Clothing has really proven the concept
of clothing that is both hip and modest,” said Rippy. “We’re
ready to use this validation and the company’s success to take
Shade Clothing to the next level.”
In that spirit, Shade Clothing recently relocated to a large
warehouse in American Fork, Utah, after outgrowing its previous
location. Additionally, it has expanded into four new Utah
retail outlets: Whimsy, Once Upon a Shelf, Frolics and
Christensen’s (three locations). Previously Shade Clothing’s
retail locations included Lolabella and three JMR stores. The
company also intends to increase its cadre of home party sales
representatives and extend the reach of this innovative sales
method beyond the western United States.
“I can’t tell you how many times I’ve heard women say, ‘Shade
shirts are the best thing that has happened to my wardrobe,’”
said Rippy. “I view this as a mandate to take Shade Clothing a
step further. The company is on track to complete many exciting
projects over the next few months – new products, new colors and
new deals with retail stores. We’re looking forward to giving
women more hip, modest clothing options in more places than ever
before.”
Shade Clothing will celebrate its first anniversary in
September, coinciding with the launch of the company’s fall
colors. It recently introduced new summer colors, including
“sunny yellow,” “sky blue” and “grass green.”
About Shade Clothing Shade Clothing is a company with a simple
mission: make clothes that help women feel comfortable and
happy. Launched from the basement of CEO and founder Chelsea
Rippy’s home, Shade Clothing has quickly become the leading
provider of hip, modest clothing. Its line of “essential”
undershirts allows women to wear all the latest styles without
feeling uncomfortable and uncovered. Shade offers strap
camisoles, cap sleeve tees and baby tees in a variety of
neutral, pastel and bright colors. Shirts can be purchased
online at http://www.shadeclothing.com, through Shade home
parties or at several retail locations throughout Utah. For more
information visit http://www.shadeclothing.com.