Dani Greene
Aug 5, 2016
E-tailer Modcloth hosts Denver pop-up, advocates against photoshopping
Dani Greene
Aug 5, 2016
Modcloth, renowned online retailer of indie and vintage-inspired women’s apparel, will be opening a pop-up store in Denver as part of its "Modcloth IRL (In Real Life) Tour." In addition to offering customers a brick and mortar shopping experience, the IRL tour aims to attract more attention to the anti-photoshopping movement in the fashion industry.
During its three week pop-up in Denver, Modcloth will host a series of special in-store events. The Denver pop-up will be located at 180 Clayton Lane in the Cherry Tree North neighborhood, and will be open Mondays through Sundays. The pop-up will offer free individual appointments with Modcloth stylists and clothes from size XS to 4X.
On April 8, Modcloth launched the "Modcloth IRL (In Real Life) Tour," a series of five pop-up shop events taking place in five cities: Austin, Texas; Washington, DC; Portland, Oregon, Denver, Colorado and Pittsburgh, Pennsylvania, with the goal of attracting more attention to an initiative not to use photoshopping to change the appearance of models in fashion advertising. The tour will end in September 2016.
Susan Gregg Koger and Eric Koger founded ecommerce company Modcloth in Pittsburgh in a college dorm in 2002. Currently, the company has more than 350 employees across offices in San Francisco, Los Angeles and Pittsburgh. The company offers clothes from its in-house label as well as from hundreds of curated independent designers.
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