“Relaunching a brand is harder than launching it,” maintains Weatherproof Vintage president Ron Rheingold. And he should know. At the helm of Weatherproof Vintage for the past five years, Rheingold cut his teeth building brands for Kellwood, Northern Isles and Block.
Clearly, the success of Weatherproof Vintage in great stores like Macy’s, Lord & Taylor and Von Maur is based largely on exceptional product at moderate prices (suggested retails from $60 to $300 for cashmere sweaters) with an “outdoors meets denim” sensibility. Especially strong: beautifully colored washed wovens, an extensive collection of knits, and new for spring ’14—vintage-inspired color-drenched swimwear ($60 MSRP with some more upscale product for Nordstrom at $80 to $85) in cotton/nylon blends with an overdyed look. Most styles are in seven-inch lengths; there’s also a Euro-model that’s a hybrid swimsuit/short.
Although they recently launched a website to reinforce the brand image, Weatherpoof Vintage has no plans to open stores. Says Rheingold, “We’ll leave retailing to the retailers. The beauty of being privately held is that we don’t have the pressure of unrealistic topline growth…”
This story appeared in the Notebook section of the November 2013 issue.