Is This Fashion Start Up Brand The Next Everlane?
Here's what usually happens when you go shopping: You try a bunch of stuff on, maybe interact with a salesperson, and head to the register with your final pieces. Such is the drill at Grana, but with one small twist at the ending: You don't get to bring the merchandise home after paying for it. This startup clothing company is selling solid tees and button-up shirts in every color of the rainbow at "fitting rooms" — pop-up shops with next to no inventory. After picking the best-fitting sample, customers are prompted to enter their payment information into one of the sales floor computers. The order arrives in a cobalt-blue box by mail — along with a hand-written thank you note, colorful stickers, and illustrated wrapping paper.