Skingraft moves to direct-to-consumer model

Modern luxury brand Skingraft recently just announced a new direct-to-consumer model. In timing with its 10th anniversary, the brand also unveiled this plan for its company with a runway show that debuted in Los Angeles.

Located in downtown, the show presented pieces from Skingraft’s Fall/Winter 2016 Primal collection. The show was at Reserve Vault City Club (RRVC) and debuted a new wave for Skingraft. The fashion show also allowed for the see-now-buy-now model on the same evening, following this popular trend of fashion that has been escalating in the industry. According to LA Times, Skingraft offered its 13 men’s and women’s looks at RRVC with a retail pop-up. “I’m so sick of doing fashion shows with people loving [the styles] but having to wait six months to buy them,” creative director Jonny Cota, co-founder and co-owner of the company told the publication.

Founded in 2006, the Los Angeles-based company has gained a reputation for its edgy, sophisticated ready to wear including both menswear and womenswear. Over the past decade, the brand has opened up one store in the city and is available through its online website. Moving past the overdue delayed way of purchasing runway fashion, Skingraft’s recent announcement shows the brand is moving forward. Currently, the high-end brand also announced that its clothing presented at the fashion show would be readily available at its downtown location as well as online starting October 1.