About me:
WHERE DREAMS BECOME DESIGN
Introducing EST. TODAY an Online Fashion Revolution For Today’s Tween Girl
Where can a young girl go when she wants to create a wardrobe all her own? No, not the mall, where grown-ups have already
created pieces for her, but to her computer, where she can tap into her inner design maven and call her own style shots.
Introducing Est. Today (www.estToday.com), a groundbreaking, New York City based fashion company that gives today’s
tweens the creative license and platform to design, showcase and bring to life their fashion vision. Est. Today brings the virtual
and real worlds together in a totally unique, fun and empowering new way, creating a Fashion Revolution, one mouse click at a
time.
DESIGN
First and foremost, Est. Today is an online fashion studio where all girls are the designers. With the guidance of industry
insiders and the Trendsetters—a group of bright and confident girls who love fashion—the girls themselves make
design choices that reflect their individual style with a process that is as easy as 1-2-3. First, the girls choose the type of clothing
they would like to design, be it a fashion-forward tunic, a cool hoodie, a feminine dress, a piece of denim or a classic t-shirt.
Next, the young designers use their virtual sketchbook to design the composition of colors, graphic patterns, appliqués, crystals,
and even fun sayings that reflect their unique style. When they are done designing, the girls have the choice to save it into their
virtual closets, or buy it (with mom’s permission of course) and receive it in the mail in a matter of days. In this way, these one
of a kind pieces can leap from the pages of their virtual sketchbook to become a part of a girl’s real-life wardrobe.
FRIENDS
As a generation growing up on social networking sites like My Space, Facebook and AIM, today’s tweens are always looking
for ways to connect with their friends and make new ones. Est. Today offers girls a safe environment to do just that.
Est. Today users are given the option of choosing an avatar and creating an online profile that will become part of the site’s
interactive yet safe community. Budding young designers will find the online fashion studio: a place to find inspiration, share
their fashion designs with each other, or just goof off and even send shout outs and emotes to each other. Users’ design
creations are showcased in the Est. Today Virtual Showroom, allowing other designers to try them on and even add them to
their real-life wardrobes by purchasing them. The site also hosts regular Est. Today Fashion Design Contests which allows
the girls to enter their designs and also to express their preferences by voting for their favorites. Winners not only get a healthy
self-esteem boost and fun prizes, they also receive special recognition on their profile pages and of course they are featured in
the Est. Today Virtual Showroom!
SHOP
In addition to allowing girls to create their own designs, Est. Today also offers its own Ready-to-Wear collection, hand-picked
by the Est. Today design team. Chosen to complement the girls’ original styles, these pieces reflect up-to-the-minute trends
that suit every young girl’s fashion personality. The SHOP section of the Est. Today website offers the option of shopping by
outfit, theme, or season along with a complete collection of gotta-have-em accessories.
“Est. Today is all about handing over fashion control to the girls,” says CEO David Cote. “By giving them the collaborative
tools and guidance to design their own fashion, and allowing them to share these designs with their friends, we’re starting a
Fashion Revolution based on empowerment.”
To join the revolution, visit www.estToday.com
DESIGN
FRIENDS
SHOP
Press contact: Lindsay Buehler, Think PR 212.343.3920 lbuehler@thinkpublicrelations.com
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