When Senior Sustainability Reporter Whitney Bauck published Fashionista's inaugural "deadstock" explainer in 2017, the term was still largely unknown among sustainability advocates and fashion generalists alike. "It seemed like everywhere I looked," she wrote at the time, "I was coming across proud assertions from brands about their deadstock fabric usage."
"Even then, we just connected in our spirit," says Neff, the brand's Chief Creative Officer, with her CEO counterpart Chen beside her on speaker. "It was so cool to find someone who shares the same passion of saving the planet, but also of good design." "Our dream day-to-day closet is full of color and surprise and quirkiness, and we weren't finding that in sustainable clothing brands," says Neff. "We wanted something we were excited to wear that morning when you wake up and are like, 'I have something so fun going on today!' We always want our first choice of what to wear to be really sustainable, and part of [the motivation for creating Oddli] came from not being able to find that.
Oddli entered the world with an optimistic bent this summer, in a sort of beta launch that offered hand-sewn, made-to-order halter tops, bucket hats and board-style shorts, all of which are unisex. Still at Stanford, Chen and Neff sourced the deadstock locally, weaving it into a sunny, retro patchwork, each happy square of which was cut from a different piece of deadstock.
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