Twillory Launching Fashionable, Performance Womenswear

by · WWD
Looks from Twillory's first women's collection.Courtesy

Twillory is taking the plunge into womenswear.

The direct-to-consumer menswear brand was founded in 2014 with just dress shirts, but soon segued into tailored clothing in machine-washable performance fabrics. It’s this expertise the team is also applying to its women’s offering, which launches Friday.

“When we started Twillory, we were making high-end fine tailored dress shirts,” said Eli Blumstein, cofounder. “What we learned over time was there’s a way to earn your way into a man’s closet, and that is through overdelivering on functionality and performance features. Where we’ve gone since those early days is actually marrying what we love about our comfortable clothing that we travel in and wear to the gym with fine tailored menswear.”

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He said the goal was to develop a wardrobe that allowed men to look good in “high-powered meetings” by creating pieces that didn’t require dry cleaning, didn’t wrinkle and could be put into a carry-on. It started with shirts and then, post-pandemic, the brand moved into washable performance suits. The success of that led to the development of a lightweight suit, the Air suit, made from a mesh fabric that allows airflow, followed by the lightweight Gravity fabric as well as performance linen styles.

“But our number-one request was from women asking when we were going to do something for them,” Blumstein said. “My wife started stealing all my blazers, styling them her own way, rolling up the sleeves, matching them with different pieces. So we realized that we have a real opportunity here: really chic, high-end design, beautifully tailored pieces for a woman who wants to be stylish, but at the same time take all the pain out of dressing.”

The company turned to Janet Goldschmidt, wife of cofounder Richard Goldschmidt and an interior designer, to design the collection alongside Marianna Gonzalez.

“My idea was to take styles from high-fashion runway shows in Milan and make them chic for the person who wishes they can have real high-end designers in their workday [wardrobe] every single day and also have the practicality of the performance,” Janet Goldschmidt said.

The launch collection will feature 30 styles and will feature Twillory’s signature fabrics: T-Air, Gravity and Hybrid Wool — in an assortment of button-down shirts, dresses, knitwear, trousers, blazers and a lounge set.

Dresses from the Twillory women’s line.courtesy

“I wanted the Twillory women’s line to be effortlessly polished, feminine and functional,” said Gonzalez. “The goal was to bring Twillory’s signature performance fabrics into a modern women’s wardrobe, creating pieces that transition seamlessly from work to travel and everything in between. It was important to me that the collection felt feminine yet refined, while also staying true to the brand identity.”

Pants will retail for $195, sweaters for $85, dresses for $275, blazers for $389 and suits for $584. The collection will be sold online as well as at the company’s store in Cedarhurst, N.Y.

Blumstein said Twillory, which also operates a store in Toms River, N.J., is finalizing a lease for a store in Midwood in Brooklyn that will include “a big, beautiful women’s department,” he said. “This is our first store that’s going to be post the collection, so we’re really thinking women’s first with this one.”

So how big does the company think women’s can ultimately be for Twillory? “If the women’s department outshines the men’s, we’ll be thrilled,” he said. “We know there’s a place in the market for this. We’re always going to be bringing something new and staying on the current trends while keeping all the functionality that’s going to make wearing these pieces very easy and seamless for women.”