AVERY by Annching Wang is a fashion label exemplifying a polished yet effortless modernity that weaves a thread between needs and values, art and design, and beauty and utility. Inspired by the power of simplicity and a love of imagination, AVERY was founded on the idea of taking something classic and refreshing it with a sense of meaning, progress and play.

THE CONCEPT
I am launching a capsule collection that consists of only 4 pieces. It is my response at reframing the world of design, so that we aren’t creating collections of junk and filler pieces, but instead thinking consciously about each individual item so that each is designed with care and heart. I want my clothes to make people look and feel good, using basic pieces to act as the building blocks of a wardrobe that express personal style and values.

THE PIECES
#1: RICHARD: The classic dress-up, dress-down shirt for everyday.

#2: JAMES: A polished version of the perennial tank top.

#3: HENRY: In short or long, this is the summer dress that you can layer, take from day to night, and go from casual to sophisticated.

#4: ALEXANDER: Inspired by the boyfriend shirt, this is the relaxed, so comfortable it’s like putting on PJs blousey shirt-dress.

DESIGN DETAILS
Design is a thoughtful process that with clothing requires a blend of artistry and engineering. Some of the details I'm incorporating into the pieces are pockets in dresses, a conscious effort to eliminate extraneous details that serve no purpose (aesthetic or utilitarian), and flattering, tailored cuts. The fabrics used are natural fibres - ranging from crisp organic cotton poplins to luxe day-to-evening appropriate silk-hemp blends, to exclusive custom designed prints in cotton-silk. All pieces are manufactured locally in Canada, and are made to order to minimize waste and overstock. 

THE "BLOOM" PRINT
“The light of dawn has secrets to tell you”, a spin-off of the poem by Rumi, is the concept behind the debut collection for AVERY. Inspired by new beginnings, it’s fresh, light, and happy - a conscious act of defiance against an industry that often sells based on feelings of insecurity and false aspiration.

“Bloom” is an organic meets digital rendering of a spring/summer floral that is both raw and fluid, with a literal take on the phrase "the crack of dawn". This is where one world meets the next, where possibility fills into our lives with energy and beauty. As the first exclusive print designed for AVERY, it is only fitting that it is based on the concept of fresh starts.

MISSION
Design: I believe in living colorfully, and I love to play with ideas and color in my designs. I believe that design must be inspired. And I believe that emotional connection is vital in any act of creation. I treat my work like art that needs to be practical - to me, that intersection between beauty and utility is design.
Progress: I’m trying to progress towards a more ethical way of designing and producing fashion - 80% of the fabrics used in the debut collection are sustainable, and all are natural fibres. I print all my exclusively designed custom prints in a process that uses eco-friendly water-based pigment inks on natural fibres with no added chemicals.
Timelessness: These are clothes that grow with you, and won’t feel dated in a few years, as I found was the problem with many of the clothes I’ve bought over the years. I am now a firm believer that less is more, allowing people as individuals to form their own personal expression of style through the building blocks of timeless pieces.

WHO IS AVERY?
The woman I design for loves life, but maybe her bland or outdated clothes don't show it. Or maybe she loves clothes, but she wants to live more consciously. She might be aiming to step back from fast fashion, and closer to something that aligns with her growing sustainable values, and not just in terms of fabric, but in design as well. And she's sick of eco being beige, unpolished, and seemingly only appropriate for weekend wear or her workout. Maybe she's always complaining about not having anything to wear even though she has a closet full of stuff, or maybe she's feeling her sense of style start to drown with the sheer amount of choice we have out there. AVERY was designed to bridge the gap for these women, between their selves, styles, lifestyles, and values. To be honest, AVERY was designed with me in mind. I am that girl. And I know she might be you too. Or someone you know (if you happen to be of the male gender). 

WHEN DO WE GET TO SEE THE ACTUAL CLOTHES?

I'm currently in the pre-production phase, and am expecting samples to arrive over January and February, with a proposed timeline to finish being mid-February. I urge you to stay connected if what I'm doing piques your interest via Facebook or by joining the email list, as I'll be sending exclusive updates of the collection and campaign as things start becoming more concrete, including sharing photos and videos of the actual samples, as well as the mock-ups for rewards mid-way through the campaign. 

YOUR CONTRIBUTION

I've been saving up to launch this thing ever since I graduated from fashion school, but I know that lack of cash flow especially in the early stages is one of the top reasons businesses fail. Your contribution will help offset the costs of producing this first collection, including sourcing, pre-production and manufacturing costs. I'm saving money by doing all marketing and design myself, and working from my home studio. For the next collection, I am planning a fuller capsule collection of about 8 pieces with 2 exclusive prints, and that will require a larger initial investment, which I am planning for. So I need your help in offsetting the cost of this collection, and to show that there is a need for this kind of vision in the fashion industry.

Contributions start at $5, and comes with a perk ("reward") which you can view on the right (and many of them are exclusive to this campaign!), so that I can show you my appreciation for helping me get AVERY off the ground. 

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HELP SPREAD THE WORD + LINKS TO CHECK OUT

1. I’m @AnnchingWang on Twitter (say hi!). If you want to help spread the word about this campaign, feel free to copy and paste the tweets below:

@AnnchingWang is launching a sustainable fashion line via @IndieGoGo. Get in on the dream: http://bit.ly/launchavery

@AnnchingWang’s itty-bitty collection of timeless inspired clothes is launching soon - make it happen on @IndieGoGo: http://bit.ly/launchavery  

I want my clothes to be better designed, inspired, and work for my lifestyle. Do you?

http://bit.ly/launchavery (CC: @AnnchingWang + @IndieGoGo)

2. Keep up to date by joining AVERY's Facebook page. You can like it for updates, behind-the-scenes peeks, and to join a budding community where style and substance live in synergy. 

3. If you have a blog or website, you can help spread the word by writing about this. (I'm accepting requests for all interviews!) And yes, I have lots of things to say about dream chasing, fashion, design, and entrepreneurship. If you'd like to get in touch for an interview either about this campaign specifically or about AVERY, I'd love to hear from you. Please email all inquiries to me directly at hello@averybywang.com.

Last but not least, our website will be fully live in mid-March, though you can head on over right now to learn more about us and read our blog. 

Thank you for your time - and remember, every bit counts, so please share this if what I'm doing resonates with you so that other people can learn about it too!

I hope you’ll join me in the journey in bringing this fashion dream to life. See you on the other side!