Kinwolfe: The Birth of an E-commerce Brand for Breastfeeding Women
PRLog - Nov. 18, 2014 - SEATTLE -- The casual knit tops with mysterious access holes that dominate the breastfeeding apparel market today do not evoke images of accomplished, influential women. Diane Lansinger, Founder and CEO of the apparel e-commerce company Kinwolfe, wants to change that. Launching on Kickstarter this November 18th, Kinwolfe provides contemporary breastfeeding clothing for women who sit as comfortably in a meeting room as they do in a playroom.
Lansinger, a former manager at Microsoft, is also a mom of two young kids. “When I had my first child and started breastfeeding, I was shocked at the difference between what already hung in my closet and what was out there for breastfeeding.” She saw an opportunity: high-quality breastfeeding apparel was a category largely untouched by current fashion brands. Equipped with a big idea, a great sense of style and a business acumen honed by the tech industry, she spent a year on market analysis and business strategy before starting product development.
“New mothers are a sophisticated market,” says Lansinger. “More women are focusing on career first and waiting to have kids. There’s a lot riding on how they present themselves when they finally reach the motherhood stage of their lives. Women are becoming mothers alongside, not instead of, achieving major accomplishments in their careers. They know there’s a high cost, both in terms of image and finances, to clothing that looks cheap and falls apart after a few wears. And when they breastfeed, they want fashion that works in all facets of their lives.”
Noticeably unlike what’s currently on the market, Kinwolfe’s first collection is made from 100% silk. “Fabric choice was important to convey our brand identity,” says Lansinger. Silk, a durable and natural fiber, drapes beautifully and is more hypoallergenic and stain-resistant than cotton. Other end-user design considerations, like the lightweight zippers hidden in the front seams for easy breastfeeding or pumping, run throughout the collection.
Another highlight of Kinwolfe’s design DNA: sizing based on real breastfeeding women. “We went through fifteen fit adjustments to get it right,” says Lansinger. “Our pieces are designed for a new mom’s changing shape. You can wear them right after delivery, and they’ll look great at your desk too.”
Kinwolfe eschews the concept of breastfeeding-only clothing. Lansinger filled the collection with essential styles and modern lines, so the collection feels both iconic and contemporary. Says Lansinger, “These are investment pieces a woman would want to wear even when she’s done breastfeeding.”
Why launch via Kickstarter? “Our Kickstarter campaign is to raise funds for production and raise awareness about Kinwolfe,” says Lansinger. “Kickstarter is a powerful platform, not just for crowdfunding, but also for brand storytelling and community-building. We want to connect Kickstarter with the already-vibrant virtual breastfeeding community. Whether it’s a Facebook page with hundreds of thousands of breastfeeding moms sharing advice and support, or a celebrity’s photo of herself breastfeeding that goes viral on Instagram, or a company’s email support group for nursing moms, breastfeeding woman are a powerful online voice. We hope our clothing will engage these women and inspire them to help get the word out about Kinwolfe,” says Lansinger.
To learn more about Kinwolfe and their Kickstarter campaign, visit their web site at www.kinwolfe.com.
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Kinwolfe E-Commerce Apparel to Launch Via Kickstarter on November 18th
November 18, 2014 at 06:00 AM EST
