S.F. Retailer Is Ready For Takeoff After Brand “Unlaunch”

In an age where fast fashion and behemoth e-tailers largely influence the way we shop, it might come as a surprise to see a site encouraging us to actually buy less. Well, that’s precisely the tune S.F.-based Cuyana is whistling. You may remember that we told you about the ethically-driven brand that taps global producers in fair working environments not too long ago — and even picked out a few choice pieces. Now founders Shilpa Shah and Karla Gallardo are taking things one step further with the launch (make that "unlaunch") of a spankin’-new initiative, lookbook, and site design. Triple whammy!

To forge ahead with this “less is more” concept, Cuyana has debuted a do-good perk: Whenever you order from the site, you will receive a bag with your purchase to send something from your own closet back to a person in need. Sounds like a stellar and charitable way to closet purge! Before you head over to the fancy-pants new site to start shopping, though peep the site’s line of Turkish-made tunics, towels, and more right now — and the vacation-worthy snaps. Okay, who’s ready for a global getaway with the click of a mouse?