LaurDIY “Basics” to Transform Fashion Crafting
Leading influencer LaurDIY announces license with Self Esteem for Fashion Blanks to complete LaurDIY’s fashion crafting program
June 20, 2018: New York, NY: Renowned social influencer Lauren Riihimaki, better known as LaurDIY, is proud to announce a new license with Self Esteem brand from All Access Apparel, Inc. for fashion blanks, in a deal designed to transform the craft industry’s wearables business. The new apparel collections from Self Esteem are strategically developed to integrate with theLaurDIY fashion crafting system from licensee Plaid Enterprises and will be featured on LaurDIY’s YouTube content, reaching over 18 million fully engaged and DIY obsessed fans across all of her social media feeds.
Now for the first time ever, crafting aisles will include fashion-centric basics such as baseball tees, crop frill tops, v-neck pocket tees, spaghetti strap tanks, hoodies, t-shirt dresses and more, which will be offered in coordination with LaurDIY’s 175-sku fashion crafting line that includes paints, brushes, fabric markers, stencils, and other tools and embellishments designed to deliver a complete crafting experience.
Says Lauren, “I know the extra time it takes to leave the craft store to go find cute, fashionable basics somewhere else. Why go from store to store when you can find everything under one roof? That’s the convenience idea that drives this partnership with Self Esteem, and the transformation of the usual boxy unisex t-shirt into a more chic blank canvas for crafty embellishment!”
Self Esteem was selected due to their great product, seasoned industry knowledge and strong emphasis on dedication to building confidence in girls’ own worth or abilities, promoting self-respect, recognizing one’s inner beauty, and radiating one’s self worth. “These values are at the root of the LaurDIY brand, and we are so excited to use this shared value as the foundation for our partnership,” added Andrea Rankin from Self Esteem.
The LaurDIY/Self Esteem license was created by The Brand Liaison, LaurDIY’s exclusive licensing agent. Self Esteem joins a roster of best-in-class licensing partners including Plaid, Mattel, Incipio, C.R. Gibson, Cousin, Mad Engine and The Kersheh Group, as The Brand Liaison continues to build the LaurDIY licensing program across a variety of brand-right extensions. For more information on LaurDIY licensing, contact Laurie Smith of The Brand Liaison at Laurie@thebrandliaison.com