When you think of Stone Cold Fox, a certain Insta-famous top may come to mind. The L.A.-based brand is known for designing the going-out top that nearly every girl owns. Today, the It girl–approved label announced it’s no longer selling wholesale, instead becoming 100% direct-to-consumer. So what does this change mean for the brand? Co-founders Cydney Morris and Dallas Wand gave us the scoop.
“We hold our relationship with our loyal customers at utmost importance. For years we’ve gathered feedback from them about what it is they love or don't love about Stone Cold Fox. One consistent piece of feedback we received was that our prices were simply too high for the average Stone Cold Fox girl. Since we produce all of our clothing in Los Angeles, we struggled to make the same high-quality, 100% silk products at a cost our girls could afford. Moving production overseas was out of the question; we’re proud to be made in L.A. Working with cheaper fabrics was out of the question too. We wanted to remain true to ourselves, our designs, and our overall aesthetic.
“We decided cutting out wholesale would be the most beneficial thing for the brand and for our customers. Cutting out the traditional retail markups will allow us to deliver the same product we always have directly to our customers’ hands, at prices they can afford. As retail becomes more competitive and the market becomes oversaturated, we didn’t want to sell out and become a fast-fashion, mass-producing brand. By going D2C, we not only lower the costs of our products by up to 50% but we develop a one-on-one relationship with all of our customers. The more we get to know our customer, the more we’ll be able to provide them with what they want! If it wasn't for our fans, we wouldn’t be where we are today, so we really just wanted to put their best interests first without losing our own brand identity,” the design duo shared with us.
Cheers to a brand who listens to its customers and proactively makes changes for the better. Shop our favorite Stone Cold Fox pieces under $300 below.