String Ting Strikes From Viral Cellphone Equipment to Classic Clothes – WWD


STAYING POSITIVE: String Ting might need began as a small lockdown facet hustle, however after having fun with many a viral second it’s rapidly evolving to incorporate collaborations with buzzy label Hillier Bartley and a brand new enterprise into classic clothes.

Founder Rachel Steed-Middleton began the model in the summertime of 2020 after seeing how badly a number of the folks round her have been affected by the COVID-19 disaster and wanting to show her youngsters the significance of “doing one thing past themselves.”

The thought was easy: Creating the “beaded equal of a lemonade stand” by hand-beading sunglass chains, bracelets, or cellphone straps and promoting them for charity.

Between the colourful, optimistic beads and child-like designs, the model took off and had many viral moments, because the likes of Dua Lipa, Kaia Gerber, Gigi Hadid, Ariana Grande and Kendall Jenner shared selfies with String Ting beaded straps hanging from their telephones.

“It was a troublesome time with folks on the lookout for human spirit optimism and I used to be creating one thing colourful and optimistic that everybody may hook up with. Beads are additionally tactile, it connects along with your interior little one and brings again reminiscences of making issues,” mentioned Steed-Middleton. “Plus it’s simply enjoyable having it in your cellphone and never having to hold a bag. The cellphone is turning into the brand new bag today.”

To maintain up the momentum now that the world is opening up, Steed-Middleton is beginning to join with different creatives on collaborations and looking out past the model’s in style cellphone straps.

String Ting x Hillier Bartley

String Ting x Hillier Bartley

Courtesy of String Ting

The model has simply debuted a collaboration with Hillier Bartley of cellphone straps that includes its signature crystals with Hillier Bartley’s bunny brand. “We matched our two signatures but additionally it’s about girls coming collectively. Katie has change into an incredible mentor, and there’s one thing unimaginable about girls who’re senior of their discipline sharing data,” added Steed-Middleton.

She can also be delving into clothes for the primary time — whereas conserving her tongue-in-cheek aesthetic and gradual development strategy.

Partnering with various classic wholesalers in London, the model sourced a collection of classic items starting from Yves Saint Laurent herringbone coats to Benetton polo shirts, and gave them a brand new lease on life by including a number of the model’s cartoonish illustrations and child-like aptitude.

String Ting makes foray into clothing

String Ting makes foray into clothes

Courtesy of String Ting

“Seeing the huge warehouses these wholesalers labored from made it clear we have been doing the precise factor, selecting to work with classic clothes,” added Steed-Middleton, who made a degree to maintain costs accessible, between 30 kilos and 250 kilos.

“I would like all people to have the ability to have a bit, the thought is that it’s merch. Our focus is to share the model ethos by means of this launch.”


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