Make Raggedy the New Trend

Throughout the pandemic, Ashlyn has been anxious about wanting to start her own business and find a solution for society. Raggedy Clothing initially was a joke, about how people were dressing at home and in the grocery stores with a lack of care. And she’s always been into streetwear and trends, so why not make it legit. Ashlyn’s knowledge of consumer behavior and trend analysis has helped her understand the consumers’ needs and to be able to bring them something fresh. She plans to bring change to streetwear and create something innovative for the future of fashion. Millennials and Gen Z are increasing sales in streetwear, but don't have the money to afford well-known streetwear brands, like Balenciaga or Off-White. The goal is to create something that's totally outside of the box and be able to give back to the community, like ending homelessness, resources for mental health, etc. The majority of Millennials and Gen Z consumers would rather wear baggy, oversized clothing; no matter if it had bleach stains, or if it was distressed. They were always looking for something different and outside the box that can be self-identified. 

Raggedy Clothing focuses on futuristic, edgy streetwear.  We sell non-gender-conforming/unisex clothing. The vision is inspired by the pandemic fashion of stains and distressed looks and no one caring about what they wear in or outside of their homes. Detailed with bleach stains, acid wash, loose threads, etc. Our purpose at Raggedy Clothing is to make our customers feel like they can be themselves without judgment, express their true selves through clothing, and make raggedy the new fashion. We will first start as an e-commerce/mobile brand for the first year, following this, Raggedy Clothing will transition into a brick-and-mortar store within the first five years.  Our purpose at Raggedy Clothing is self-expression. Millennials and Gen Z are finding ways to creatively express their personality and self-identity. Our goal is to make our customers feel like they can be themselves without judgment, express their true selves through clothing, and make raggedy the new fashion. Our products will make you feel free to be you and not be labeled. Our goal is to become a multi-billion dollar, high-end streetwear brand, that’s all about community over competition. Proceeds will go to low-income communities and the LGBTQIA+ community, help end homelessness, and provide resources for mental health.  

           There are not too many brands that sell the same products as Raggedy Clothing. They’re normally limited stock or displayed during a certain season (ex. Spring/Summer). With Raggedy Clothing, we provide high-quality products for all genders and body types. Since the pandemic began, loungewear has become one of the top trends in the past two years. We want to add a twist to streetwear but fashion-forward with asymmetric styles and detailings promoting raggedy. We’re following or creating trends that are 3-5 years advanced. Millennials and Gen Z consumers are shopping with brands, such as Misguided, PrettyLittleThing, or  BOOHOO(Man). Even other small businesses are dedicated to streetwear. Their products are on-trend but they don’t provide what we have. We carry versatile pieces, where that can be dressed up or down; go from casual  to high fashion easily. Our competitors don’t provide unisex products for their consumers.

Raggedy Clothing targets Millennial and Gen Z women and men, ages ranging from 18 to 30. Their focus is on social media, trying new foods, and going on domestic/international trips either by themselves or with friends. They even love going to concerts, focusing on self-healing, and doing things that make them happy or bring them peace. The Millennial and Gen Z generations, don’t like feeling restricted or feeling like they can’t be their true selves. They’re tired of shopping from fast fashion companies or can't afford high-end just yet. They want something original that identifies them and doesn't want to dress like everybody else. They also have a soft heart for the world and love to be involved with the community and the issues.  

Our trends will include baggy clothing, with acid wash/bleach stains, distressed looks, and loose threads. We want to aim for edgy, yet tomboy looks and futuristic trends, and even want to inspire unisex clothing more. Sizes will range from XXS (00) to 5X. In the first year, we want to start in Dallas and expand to other major cities, like Los Angeles, New York City, and Atlanta with our brick-and-mortar stores within the first five to eight years of operation. The target focus is to reach out to Millennials and Gen Z consumers to see fashion as undefinable. 

Raggedy Clothing entails an investment of $10,000 for manufacturing clothing products, website development and marketing, payroll for freelance contractors, and operation costs within the first year. Within that first year, our sales estimation projected $20,000. Year two, our estimated projection is $93,000 after the introduction of non-gender conforming fashion. By year three, we’ll make our first million in sales. We'll continue to meet the consumers needs and provide solutions to their problem. $3,000 will go towards wholesale expenses towards clothing inventory and accessories. $2,000 will go towards operations to run the business- purchases on a thermal label printer, laptop, shipping supplies, Shopify subscriptions, and renting a storage unit to manage orders and inventory. $1,500 will go towards marketing purposes (ads, flyers, business cards), hiring a photographer and model(s) for website and social media, and studio rental for photoshoots. And the remaining $3,500 will go towards payroll for freelance contractors for website developments, virtual assistance, and fashion designing.

Raggedy Clothing is founded by FIDM Alum, Ashlyn Johnson. With her background in Merchandise Marketing, Ashlyn’s knowledge of consumer behavior and trend analysis has helped her understand the consumers’ needs and to be able to bring them something fresh. Ashlyn Johnson gained the skills of understanding consumer behavior in retail for over six years and two years of professional fashion styling, where she was able to test her knowledge of fashion and obtained her clients’ trust. Devoted to her passion, she believes she will change streetwear and will create something innovative for the future of fashion.

Thank you for taking the time to get to know Raggedy Clothing as brand and understanding what it takes to be different. Majority of consumers tend to dress similar while shopping from different brands. With Raggedy Clothing, we tend to stand out and be more outside the box with our products. Thank you for believing in something that sounds totally bizarre. Your contribution and support truly means a lot and drive us to keeping reaching for the universe.