Lifestyle brand Lorod revamps its strategy.
After taking a pandemic-induced pause on designing new ready-to-wear, Rodriguez and her brand are back with a new strategy; rather than sell singular items, she will sell this expansive world of Lorod. The idea is tripartite: A collection of workwear-inspired ready-to-wear in denim harkens to the brand’s roots and Rodriguez’s own history .
Rodriguez’s business revamp came to her holistically during lockdown at her family’s home in California. “I grew up in a family of collectors—maybe even hoarders,” she says with a laugh. After months sorting through her home with her mother, the idea to integrate the stuff around Lorod with the essence of Lorod started to make more and more sense.
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