Foremost, Reimagined
An ever-evolving, sustainable, and affordable clothing line for men and women.
Foremost, as an idea, came about almost entirely by accident.
Need, as it was, had been operating for about six months. We’d garnered a tremendous amount of customers and I was steadily transitioning from a one-man operation to a small team.
As part of the process, I was in New York to meet with some investors.
Over the course of lunch with one in particular, we discussed the potential value of video for something like Need. In his mind, seeing the product move would be a powerful mechanism for ushering customers over the finish-line.
I was compelled by the idea, but expressed that I thought it’d befit a different type of brand, wherein the products were developed in-house.
Later, after pondering that idea, I began to sift through the email I’d received since launching Need. The vast majority of them were concerned with two topics: products for women and lower price-points.
It was in this moment that I stumbled upon the idea to build a network of interconnected, sustainable, and niche brands — all of which could be entirely autonomous, but generating a great deal of mutual benefit. And the first concept we’d build within that umbrella was going to be an affordable, American-made clothing brand for men and women.
We’d take the editorial approach of Need — replete with its perception of exclusivity and high-quality experiences — and deliver it to a younger and more price-sensitive audience. (Or, put differently, we’d create a compelling response to fast fashion, wherein expectations are set exceptionally low for all product experiences.)
The result, obviously, was Foremost, which launched as a pseudo-proof-of-concept in February 2015.
We released six or seven collections of clothing, produced in Texas, last year. And the response was overwhelmingly positive.
We commissioned independent film and interviews, we held pop-up events, and we shot some beautiful photography. In doing so, we proved that an affordable brand could be developed domestically, amongst many other things.
Still, there was much left for us to accomplish. By August, we were focused on developing higher-quality items across a broader-scope of categories for a lower price.
Much like the notion of an affordable, American-made brand in the first place, we were told it would be impossible.
And, hi. Hello. Ahem. We’re here with some news today.
We’re unveiling an all-new Foremost today, replete with our first release of clothing produced in Los Angeles. Our price-points have lowered across the board, whilst our fabrics and quality have shot through the roof.
We’ve been engineering and revising items for the better part of a year. And we’re thrilled to unveil the fruit of our labor today.
So, what’s new, specifically?
The original Foremost website was a work of art. From looping video to beautifully-animated transitions, it looked and felt spectacular.
What we learned quickly, though, was that most of you couldn’t quite work out how to shop from us. (Some didn’t even realize we were a shop, thinking we were predominantly a film production company.)
So, we took the site back to the fundamental basics. It retains an utterly minimalist aesthetic, but opts for more linear navigation and clear-cut policies. (Not to mention much more photography, sizing information, and so on.)
Importantly, the Foremost you see today is not the Foremost you’ll see next month, just as the Foremost product you see today is not the Foremost product you’ll see next month.
(As an aside, why don’t more of us do this? Why does everything feel so static? We should be trying new ideas more frequently.)
So, as we introduce our basics collection, Release 01, the site mirrors the product. It’s a simple, clean, and practical site, filled with beautiful images and top notch information.
And, as we add more product, shoot more film, and learn more about you, it’ll evolve.
2. International
As part of the new site, Foremost is now available in 44 countries.
We’re offering free shipping in the U.S. for all orders over $48, whilst all international shipments are available for an affordable flat-rate.
Returns and exchanges are free, worldwide.
3. Recycling
Starting next week, you’ll be able to generate a free, prepaid shipping label from Foremost via our new program, FOREGOOD. (Puns, right?)
Take the label, put it on your Foremost package, and fill it with your used clothing.
We’ll handle the recycling of the product, allowing you to follow its progress on our site. (Participants will be lined up for some special Foremost promotions over time, too.)
It’s an easy, seamless experience that we’re incredibly proud to be introducing.
4. Clothing
We’re introducing a new release cycle, wherein we’re producing a new collection of clothing every eight weeks or so.
Our first collection, Release 01, introduces simple basics like tees, oxford shirts, and, soon, denim.
We’ll be staggering the release of each of these product categories over the next eight weeks, so keep an eye on the site.
Today, though, our amazing tees are available.
Also, it’s worth emphasizing that all of the clothing was designed by one person: Claire Johnson. When she came aboard in 2014, she’d never designed clothing before. Now, she’s putting out rapid-fire collections and commanding huge scale across the country.
A round of applause, please.
5. Pricing
Last year, the average price of a Foremost product hovered around $52.
With our all-new Foremost line, that average price is now $44. (I promise that’s a more substantial decrease than it sounds.)
As a specific example, our tees were priced between $28 and $32 in 2015. The tees we’re launching today, made with much higher quality fabrics and available in more colors and quantities, are only $24.
I can’t wait to unveil the rest of the line over the coming weeks. I genuinely think you’re going to be stunned by what we’ve been able to accomplish on this front.
(Affordable, American-made denim. Oh my. Just picture it!)
6. Film
At its core, Foremost is more than just a clothing brand. The impetus for Foremost was, after all, film.
So, naturally, we haven’t forgotten about it. In fact, we’ve been hard-at-work trying to craft an ongoing, reliable, and immersive process for our films.
The result is that we’re commissioning a new series of episodic films, which’ll be released alongside each piece of clothing.
Our first was shot by Andrew Holzschuh and chronicles the development and care that went into this all-new version of Foremost. You’ll find it on Vimeo and YouTube, as well as dotted throughout the site.
And we’ll be sharing more snippets over the coming weeks.
If you’re an independent filmmaker, we want to work with you. Reach out to us.
In Summary
Starting today, Foremost becomes more affordable, more ubiquitous, more sustainable, and more supportive of independent creators.
Starting tomorrow, our experience, film, and communal participation will begin to change and gain momentum.
Starting in two weeks, we’ll continue releasing our latest and greatest products, relentlessly encouraging ourselves to improve and produce the very best at the very best prices.
Put differently, starting now, Foremost will not sit still.
