I discovered bode on one of my many trips to nyc at the men’s bergdorfs store. It was def the fabric and stitching that caught my attention since it gave off something that your mother or grandma had made for you. I remember many of the pieces had embroidery and patchwork, something I usually don’t go for but caught my attention. Tho that price has kept me away from buying any of the more unique pieces. 😅 Plus a lot of the items were dry clean only and I currently am not at that level of maintenance for clothing. But I do hope to pick up a piece in a couple years.
The price is hard to swallow for sure, I think in the past it made more sense when the fabrics were finite. Im interested to see their supply chain now, just to see if that high price point is really jsutified
@@understitchYT another nyc brand whose been able to keep prices low and kept my attention but use unique materials is Engineered Garments. The aesthetic is different but it’s still using the themes of American workwear. Not as detail heavy as Bose but I can see the designers interest in materials come through. We’ll just have to see if you have room in your already long list of designers to cover! 🖤
Since Bode, there has been a increasing interest in vintage clothes (as in inspired by old patchwork quilt, deadstock fabrics, vintage patterns/maps/souvenirs, flower motifs, animal prints etc..) , with many other brands 'copied' Bode's style of fashion. what sets it apart from other fashion brand is it's own take on vintage and make it fashionable, giving it a handmade, one of a kind look. i would say Emily create this niche in the market never seen before. i would say it is definitely profitable, i mean, some of the clothes are made in India (ahem cheap labor), and marked up like 1,000% times the price.
Sewists have long made shirts and things from vintage fabrics, I think what set Emily apart was her access to really top notch fabrics that generally the public couldnt see easily
@@understitchYT yeah she didn't create this "vintage repurposed fabric trend", but make it more popular. At the end of the day is another style of design, we shouldn't focus on who did it first or calling out the copies.
While India is cheaper than the west, it's a big country with an extreme depth of textiles knowledge and experience. You can find haute couture quality at lower prices and still provide a very good wage ans working environment for the very skilled workers.
its kinda crazy that none of the new clothes use vintage textiles anymore since they cant source them anymore its all just remade and inspired by those old prints they used before it blew up. S/o to my homie that worked ecom for them in the early stages and got me heavy discounts on the shirts a lot of the stuff sat for the first year or so because of the price.
I love Bode and Emily's design perspective! It's interesting to watch how they scale with such a unique business model. Going from one-of-a-kind pieces to opening up to wholesale distribution was probably a challenging transition especially considering having to find a way to re-develop those unique textiles! Also congrats on 100k!
It’s certainly a really interesting design perspective, so not really design anything, but to use the materials at your disposal to create something desirable. It’s almost like she took everything Virgil Abloh had been teaching and applied it to that boho aesthetic.
I wonder who she knows, because having been in an industry that runs off who you know, you don't get anywhere if you don't know people. For an unknown brand to get so much constant publicity upfront without seemingly doing anything is usually indicative of "industry plant" or you know, rich parents and rich circles. It's incredibly easy to puff up your CV if all your friends have galleries and write for journals, iykwim ;)
BODE always had an industry plant kinda feel to it. The success seemed to outstrip the product. Not saying the product isn't nice, I really like the aesthetic. However when you see a small brand with Vouge and NY times write ups for the first show then either you know the right people or you payed the right people. the right PR is everything.
@@lazerwolf001 Oftentimes brands purposely make a loss for a year or a couple years in order to expand heavily and make their brand seem more established than it really is, it used to be very common practice in the days of malls and brick and mortar shops. Obviously the brand has had a lot of money invested in it, so I wonder if they've taken that idea and just translated it into the digital age (which of course would be far less costly than opening the tens of stores+ common back in the day) which would make the brands industry defying success seem as unbelievable as it really feels
I think you best described their style. It’s interesting patterns from beadwork and patchwork, but accessible and isn’t too over-the-top for most consumers. It’s this elevated bohemian chic style but made for men. Personally for me, I love their whimsical western cowboy aesthetics more. A lot of my Bode pieces have horses on them. Most of my nicer pieces like jackets when going out for not too formal events but still have to look dressed up are from Bode and I always get complimented on them because the patterns and beadwork and patchworks are usually very interesting and unlike what you see from copycat brands, but isn’t overwhelming.
For sure. They didn’t invent the style, they didn’t invent the trend, but they are doing it really well and there’smerit to that. I’ll be interested to see if the company is profitable maybe in a few years if they have an offer, because I’m sure its not so easy to tell at the moment.
To me Bode emerged at the right time - When Alessandro’s Gucci was the hottest fashion ticket around the world and Bode could ride on the rich Bohemiiqn trend while also offering that additional edge of being actually made from vintage textiles in a small atelier rather than the appearance of cottage industry artisanal craftsmanship which Gucci so artfully gave the illusion of. Everyone was doing a flowery Bowling shirt and slightly awkward-fitting trousers at that point too so Bode definitely sat very easily within that aesthetic I actually have a made-in-India quilted Bode shirt and I think part of the genius is how- despite not being terribly well-made (the individual quilt segments aren’t perfectly tessellated, which, if they were using antique quilts, most crafters would have made that the focus of their efforts) and because of the conflicting grain direction in the individual pieces after one wash (in which a lot of the red tint from the dyes came out) the shirt took on a slightly twisted faded appearance and ironing it is a chore due to the hemming together of the quilt pieces (and the shirt no longer laying flat) but as I said part of the genius of such brands is that these typical defects do not detract from the rumpled aesthetic. I will remark and say that Gucci does a much more refined job both with its finishing and embellishment, despite also having embroidery done in India. (I have done Tambour embroidery myself and so I know when extra effort like gradating bead size to taper a line or slightly shifting bead colour for subtle variation is done - Gucci and Dries both do that, Bode doesn’t) I’m also wondering if her Indian husband Aaron has been instrumental to helping on the production side of things. It may be a bit of a touchy issue to say that one needs an Indian man to expedite work with Indian manufacturers, but I definitely think it helps. I think India has a lot to offer in terms of craftsmanship, and to be honest, Bode only scratches the surface of what Indian workshops are capable of. Have a look at Swati Kalsi to see the sheer level of detail that is possible.
I got a dm since saying she probably didnt have anyone on pr at first but she went to a very elite school in switzerland so they thought she may have just had the contacts that way
@@nargesdeypir4579 Her father's a doctor and her mother's a painter/homemaker...so she probably has money even if she doesn't consider herself wealthy.
The value on originality is very crushing to the design process I feel because as mentioned above there is nothing new under the sun and I read this interesting piece on this newsletter which highlighted how being original is such a huge part of the ethos of gen x and millennials and I found that quite interesting. Also, from a business perspective, if tweaks can be made to change up the vibe of something, isn't there enough room to offer a product to a certain demographic that may not have had that opportunity. But that argument I guess could be used to justify fast fashion too. Which is dubious territory. Although, thanks for introducing me to Kapital. Interesting, but I don't see the similarity. Am I missing something?
I guess that if they are doing well there must be a market for their clothing, but honestly...I just don't see it. Having a bunch of pieces that would look just as good (and maybe better) on your girlfriend just doesn't move me. I think that is a trend (androgyny) that has been growing for some time that I, for one, am starting to think is wearing out it's welcome and will not miss at all when it is gone.
I think sometimes people get caught up in the term ‘androgynous’ without realising that so many clothes are made that way without that marketing spin. Uncommonly are tshirts made for one gender or another for example, shoes too, accessories like caps
I get what you mean, theres an element of rich-but-trying-to-look-poor about it, but I dont think thats intentional. I think it comes from the original sourcing of fabrics
What do you think about the hostility/disdain (not sure whichever call it) shown towards Bode, from certain NY fashion journalists, namely Style Zetgeist? Perhaps it pertains to the basic pattern making and repetition, from people who like most complicated or sophisticated clothing. Maybe it’s the boho vibe…
It feels like a brand you are rich but you are trying very hard to look a bit poor because is hip to do so. I am sure it appeals to people who wants to dress like Wes Anderson aesthetics but less polished (on purpose).
Maybe I am broke but the price is so high for what they are. This exclusivity seems to be an illusion to me since Ive seen multiple sizes per style in Nordstrom, and some department stores.
an authentic look that isn't authentic. and who cares a white woman sourcing African fabrics and moving on to new fabrics still carrying the essential design and color version 1.0. it's cute but drop the authentic, please
Was just about to say this. Someone in the comments stated that bode is the reason for the rise of “vintage fabrics” when i grew up in south side of chicago ive seen all these patterns and fabrics used by the women in my community. She is doing what white people do best: use their proximity to privilege to recycle and appropriate styles found in black and brown communities
Why are we mythologising this brand? Vintage fabric was not a new gimmick. All the clothes were easily spotted at these already quite gentrified areas of Williamsburg in 2016. Having no distinctive luxury cashcows, except rich Americans flaunting their Americana bohemian wet dream in airports, functions, offices, and restaurants, this does not ‘bode’ well. Insular.
Youre very right, the concept of using vintage favrics was not new. I think they benefited from really great early PR as well as Emily’s ability to travel a lot and collect fabrics (and store them) that most of us havent seen before
I discovered bode on one of my many trips to nyc at the men’s bergdorfs store. It was def the fabric and stitching that caught my attention since it gave off something that your mother or grandma had made for you. I remember many of the pieces had embroidery and patchwork, something I usually don’t go for but caught my attention. Tho that price has kept me away from buying any of the more unique pieces. 😅 Plus a lot of the items were dry clean only and I currently am not at that level of maintenance for clothing. But I do hope to pick up a piece in a couple years.
The price is hard to swallow for sure, I think in the past it made more sense when the fabrics were finite. Im interested to see their supply chain now, just to see if that high price point is really jsutified
@@understitchYT another nyc brand whose been able to keep prices low and kept my attention but use unique materials is Engineered Garments. The aesthetic is different but it’s still using the themes of American workwear. Not as detail heavy as Bose but I can see the designers interest in materials come through. We’ll just have to see if you have room in your already long list of designers to cover! 🖤
Yeah, their prices are lower, but the quality is noticably different. I guess it depends on the value of that to the consumer
@@davidpachecogarciaI absolutely love Engineering Garments. The nicest practical clothes around.
Since Bode, there has been a increasing interest in vintage clothes (as in inspired by old patchwork quilt, deadstock fabrics, vintage patterns/maps/souvenirs, flower motifs, animal prints etc..) , with many other brands 'copied' Bode's style of fashion. what sets it apart from other fashion brand is it's own take on vintage and make it fashionable, giving it a handmade, one of a kind look. i would say Emily create this niche in the market never seen before. i would say it is definitely profitable, i mean, some of the clothes are made in India (ahem cheap labor), and marked up like 1,000% times the price.
Sewists have long made shirts and things from vintage fabrics, I think what set Emily apart was her access to really top notch fabrics that generally the public couldnt see easily
@@understitchYT yeah she didn't create this "vintage repurposed fabric trend", but make it more popular. At the end of the day is another style of design, we shouldn't focus on who did it first or calling out the copies.
While India is cheaper than the west, it's a big country with an extreme depth of textiles knowledge and experience. You can find haute couture quality at lower prices and still provide a very good wage ans working environment for the very skilled workers.
its kinda crazy that none of the new clothes use vintage textiles anymore since they cant source them anymore its all just remade and inspired by those old prints they used before it blew up. S/o to my homie that worked ecom for them in the early stages and got me heavy discounts on the shirts a lot of the stuff sat for the first year or so because of the price.
Thumbs up before even watching.,
🐐
Surely there are shops that sell with the similar ethos on Etsy.
You are absolutely amazing, thank you SO MUCH for covering this brand! I absolutely loved your insight and attention to detail
Im glad you enjoyed it 🥰
I love Bode and Emily's design perspective! It's interesting to watch how they scale with such a unique business model. Going from one-of-a-kind pieces to opening up to wholesale distribution was probably a challenging transition especially considering having to find a way to re-develop those unique textiles! Also congrats on 100k!
It’s certainly a really interesting design perspective, so not really design anything, but to use the materials at your disposal to create something desirable. It’s almost like she took everything Virgil Abloh had been teaching and applied it to that boho aesthetic.
I wonder who she knows, because having been in an industry that runs off who you know, you don't get anywhere if you don't know people. For an unknown brand to get so much constant publicity upfront without seemingly doing anything is usually indicative of "industry plant" or you know, rich parents and rich circles. It's incredibly easy to puff up your CV if all your friends have galleries and write for journals, iykwim ;)
I was told after postign that she went to a very elite school in switzerland, so your theory may be rather correct on that one 🤍
BODE always had an industry plant kinda feel to it. The success seemed to outstrip the product. Not saying the product isn't nice, I really like the aesthetic. However when you see a small brand with Vouge and NY times write ups for the first show then either you know the right people or you payed the right people. the right PR is everything.
@@lazerwolf001 Oftentimes brands purposely make a loss for a year or a couple years in order to expand heavily and make their brand seem more established than it really is, it used to be very common practice in the days of malls and brick and mortar shops. Obviously the brand has had a lot of money invested in it, so I wonder if they've taken that idea and just translated it into the digital age (which of course would be far less costly than opening the tens of stores+ common back in the day) which would make the brands industry defying success seem as unbelievable as it really feels
Probably another nepo baby. Who in the world has money to collect antique fabric in the first place?
she was def well off before making it big. She 'collected' antique fabrics. That's 100% rich kid hobby
Quality video again. Whatever recipe you use to cook these up, don't stop.
@@welcomemoyo92 sugar, spice and chemical X
I think you best described their style. It’s interesting patterns from beadwork and patchwork, but accessible and isn’t too over-the-top for most consumers. It’s this elevated bohemian chic style but made for men.
Personally for me, I love their whimsical western cowboy aesthetics more. A lot of my Bode pieces have horses on them.
Most of my nicer pieces like jackets when going out for not too formal events but still have to look dressed up are from Bode and I always get complimented on them because the patterns and beadwork and patchworks are usually very interesting and unlike what you see from copycat brands, but isn’t overwhelming.
For sure. They didn’t invent the style, they didn’t invent the trend, but they are doing it really well and there’smerit to that. I’ll be interested to see if the company is profitable maybe in a few years if they have an offer, because I’m sure its not so easy to tell at the moment.
A brand I never really got to understand That’s to change now!
As always, appreciate your hard work!❤️
Im so glad to help clarify 🥰
Haven't heard of this brand before
Im always hlad to hear when you/people watch when they dont know the brand
To me Bode emerged at the right time - When Alessandro’s Gucci was the hottest fashion ticket around the world and Bode could ride on the rich Bohemiiqn trend while also offering that additional edge of being actually made from vintage textiles in a small atelier rather than the appearance of cottage industry artisanal craftsmanship which Gucci so artfully gave the illusion of. Everyone was doing a flowery Bowling shirt and slightly awkward-fitting trousers at that point too so Bode definitely sat very easily within that aesthetic
I actually have a made-in-India quilted Bode shirt and I think part of the genius is how- despite not being terribly well-made (the individual quilt segments aren’t perfectly tessellated, which, if they were using antique quilts, most crafters would have made that the focus of their efforts) and because of the conflicting grain direction in the individual pieces after one wash (in which a lot of the red tint from the dyes came out) the shirt took on a slightly twisted faded appearance and ironing it is a chore due to the hemming together of the quilt pieces (and the shirt no longer laying flat) but as I said part of the genius of such brands is that these typical defects do not detract from the rumpled aesthetic. I will remark and say that Gucci does a much more refined job both with its finishing and embellishment, despite also having embroidery done in India. (I have done Tambour embroidery myself and so I know when extra effort like gradating bead size to taper a line or slightly shifting bead colour for subtle variation is done - Gucci and Dries both do that, Bode doesn’t)
I’m also wondering if her Indian husband Aaron has been instrumental to helping on the production side of things. It may be a bit of a touchy issue to say that one needs an Indian man to expedite work with Indian manufacturers, but I definitely think it helps. I think India has a lot to offer in terms of craftsmanship, and to be honest, Bode only scratches the surface of what Indian workshops are capable of. Have a look at Swati Kalsi to see the sheer level of detail that is possible.
I have a few Bode pieces and I love them. Such a cool vibe.
Missed you last week!! So glad to see you today!! Great work as usual!! ❤
I post fortnightly 🥰
WOW! I just discovered your channel and I am in love.
Thank you so much 🥰
you talked about "i don't know who is doing their PR, they've got alot of free promotions", yet you did just give them a huge "free" promotion !!! :)
I got a dm since saying she probably didnt have anyone on pr at first but she went to a very elite school in switzerland so they thought she may have just had the contacts that way
@@understitchYT there is a really good chance they have money pumping into this from somewhere since their brand is not everyone cup of tea.
@@nargesdeypir4579 Her father's a doctor and her mother's a painter/homemaker...so she probably has money even if she doesn't consider herself wealthy.
Her ethos reminds me of the arts and crafts movement.
Very that
Bode is basically Kapital copy with indian textiles with white girl boho aesthetic
Theres nothing new under the sun
The value on originality is very crushing to the design process I feel because as mentioned above there is nothing new under the sun and I read this interesting piece on this newsletter which highlighted how being original is such a huge part of the ethos of gen x and millennials and I found that quite interesting. Also, from a business perspective, if tweaks can be made to change up the vibe of something, isn't there enough room to offer a product to a certain demographic that may not have had that opportunity. But that argument I guess could be used to justify fast fashion too. Which is dubious territory. Although, thanks for introducing me to Kapital. Interesting, but I don't see the similarity. Am I missing something?
Please do Opening Ceremony… it’s time! Thank you
Would be quite interesting, their collabs were always a good draw
Love BODE!!
I really enjoy it too tbh
so great! x
I think its a really interesting company too 🥰
@@understitchYT yes yes, seemingly controversial in the comments but i agree!
I guess that if they are doing well there must be a market for their clothing, but honestly...I just don't see it. Having a bunch of pieces that would look just as good (and maybe better) on your girlfriend just doesn't move me. I think that is a trend (androgyny) that has been growing for some time that I, for one, am starting to think is wearing out it's welcome and will not miss at all when it is gone.
I think sometimes people get caught up in the term ‘androgynous’ without realising that so many clothes are made that way without that marketing spin. Uncommonly are tshirts made for one gender or another for example, shoes too, accessories like caps
i love bode. magnolia pearl overlap. though without the hipness
I just googled Magnolia Pearl. I did not regret that 😂
I get what you mean, theres an element of rich-but-trying-to-look-poor about it, but I dont think thats intentional. I think it comes from the original sourcing of fabrics
So interesting. There's a greater trend at play here, and the name that immediately came to mind is Alessandro Michele.
For sure, he reinvigorated the desire in the public for vintage, he gets full credit for that
@@understitchYT btw just want to say I love your videos. These deep dives are so engaging and informative 🙏
Suggestions:
PopSugar
Refinery 29
J. Peterman
Bode is such a cool brand - great coverage as always 🫡
Im so intrigued by it and how far it could possibly go, Ill definitely be keeping an eye, and thank you 🥰
Thank you ❤
Thank you 🤍
What do you think about the hostility/disdain (not sure whichever call it) shown towards Bode, from certain NY fashion journalists, namely Style Zetgeist? Perhaps it pertains to the basic pattern making and repetition, from people who like most complicated or sophisticated clothing. Maybe it’s the boho vibe…
I think it comes mostly from the way it seems that Emily has effectively bought her way into the industry. Journalists are often not too keen on thar
16:37 burn😅
It feels like a brand you are rich but you are trying very hard to look a bit poor because is hip to do so. I am sure it appeals to people who wants to dress like Wes Anderson aesthetics but less polished (on purpose).
I understand exactly what you mean
They also broke the mold too early with all the celeb endorsements. It’s 2024 now. That was a flash in the pan perhaps?
Idk that Jeff Goldblum interview was this year no?
Maybe I am broke but the price is so high for what they are. This exclusivity seems to be an illusion to me since Ive seen multiple sizes per style in Nordstrom, and some department stores.
Yea I wouldnt say its exclusive any more since they changed production, but it certainly gives that feeling to customers
I want to be a Bode customer. 😢💰
Mate same, would love some of their shorts. Do wish they were elasticated tho
PLEASE do the rise of versace & calvin klein 😫😫
Im working on the next big video now, but its not one of these 🫣🫣
This won’t bode well…sorry I had to lol
🤣🤣
❤❤❤
🤍🤍🤍
There are no excuses to dress well if you're a millionaire
And if you cant, get a ✨stylist✨
Kamala Harris For BODE .
Pahahahah
Central Europeans don’t really know Bode lol
Interesting. I know theyre popular in east asia and europe
an authentic look that isn't authentic. and who cares
a white woman sourcing African fabrics and moving on to new fabrics still carrying the essential design and color version 1.0. it's cute but drop the authentic, please
Sure, its no longer the brand it began as, thats true
Was just about to say this. Someone in the comments stated that bode is the reason for the rise of “vintage fabrics” when i grew up in south side of chicago ive seen all these patterns and fabrics used by the women in my community. She is doing what white people do best: use their proximity to privilege to recycle and appropriate styles found in black and brown communities
Why are we mythologising this brand? Vintage fabric was not a new gimmick. All the clothes were easily spotted at these already quite gentrified areas of Williamsburg in 2016. Having no distinctive luxury cashcows, except rich Americans flaunting their Americana bohemian wet dream in airports, functions, offices, and restaurants, this does not ‘bode’ well. Insular.
Youre very right, the concept of using vintage favrics was not new. I think they benefited from really great early PR as well as Emily’s ability to travel a lot and collect fabrics (and store them) that most of us havent seen before
@@understitchYT check out Abasi Rosborough, similar concept of using vintage fabrics but with a futurist take on tailoring.
The Mens clothes are very feminine and for hipsters. The materials are very nice but I’m not a fan of her clothing.
Thats okay, not everything is for everyone
Business based on GREED, nothing more, and is for sheep.