Fashion People Podcast Summary: "What (Relatively Rich) Women Want"

Podcast Information:

• Title: Fashion People
• Host: Lauren Sherman, Correspondent for Puck
• Episode: What (Relatively Rich) Women Want
• Release Date: July 25, 2025
• Featuring: Isabel Wilkinson Shore, Founder of Outer Sea

1. Introduction to Isabel Wilkinson Shore

Lauren Sherman welcomes Isabel Wilkinson Shore, the founder of Outer Sea, to discuss building a Direct-to-Consumer (DTC) brand in the evolving fashion landscape. Lauren highlights her long-standing respect for Isabel and her journey from a fashion editor to a successful entrepreneur.

Notable Quote:

Lauren Sherman [00:57]: "I have known her for a long time, have a huge amount of respect for her and what she's building, and I hope you will enjoy this."

2. Isabel's Journey in the Fashion Industry

Isabel shares her extensive background in fashion journalism, starting at the Daily Beast and moving to prominent roles at T Magazine and The Cut. She emphasizes the influence of mentors like Tina Brown and Stella Bugbee, highlighting the importance of a supportive and enjoyable workplace.

Notable Quotes:

Isabel Wilkinson Shore [06:58]: "Tina Brown remains a real mentor and general leader for me."

Isabel Wilkinson Shore [08:25]: "I have worked with really strong women my entire career. They instilled a fun workplace spirit, which I feel a duty to bring to my current workplace."

3. Transitioning from Editor to Entrepreneur

Isabel discusses the inspiration behind launching Outer Sea, stemming from her personal need for high-quality, versatile wardrobe staples. Frustrated by limited options in her own wardrobe, she began designing pieces that were both stylish and functional.

Notable Quote:

Isabel Wilkinson Shore [12:11]: "I never saw myself as a big shopper. I was more like a heavy wearer, loving the pieces I had on repeat."

4. Building the Outer Sea Brand

Isabel elaborates on the brand's focus on quality, ease of wear, and timeless design. She explains how Outer Sea fills a gap in the market for polished yet comfortable clothing that transitions seamlessly from day to night.

Notable Quote:

Isabel Wilkinson Shore [14:44]: "We provide quality and a sense of ease—ease of wear, ease of styling, and ease of fit."

5. Emphasis on Customer Engagement through Trunk Shows

A significant part of Outer Sea's growth strategy involves trunk shows, allowing direct interaction with customers. Isabel highlights how these events have been fundamental in gathering feedback, understanding diverse market needs, and fostering strong customer relationships.

Notable Quotes:

Isabel Wilkinson Shore [20:22]: "In person really works for us both in the studio and at all of these events around the country."

Isabel Wilkinson Shore [30:18]: "It's been really fundamental in the first four years as we built the brand."

6. Pricing Strategy and Customer Perception

Isabel discusses Outer Sea's pricing approach, balancing higher price points with perceived value through quality and versatility. She explains that customers justify the investment by the longevity and repeated use of the pieces.

Notable Quote:

Isabel Wilkinson Shore [34:02]: "Customers understand that the quality is there and these pieces will last them for a very long time."

7. Highlighting Hero Products

Isabel identifies key products that have driven Outer Sea's success, including the sculpted vest, sculpted cardigan, cashmere silk T-shirts, and cocktail pants. She emphasizes innovation and versatility in these designs, catering to various occasions and personal styles.

Notable Quotes:

Isabel Wilkinson Shore [35:20]: "The sculpted vest was an early hero that accentuates the waist and fits various occasions."

Isabel Wilkinson Shore [37:32]: "Our cashmere silk T-shirts are our number one seller this year."

8. Maintaining Brand Consistency and Building a Talented Team

Isabel attributes Outer Sea's sustained brand identity to a dedicated and talented team, formed through strategic partnerships and organic growth. She emphasizes the importance of a tightly-knit team that shares the brand's vision and values.

Notable Quote:

Isabel Wilkinson Shore [38:54]: "We are a tiny, tightly knit team with a lot of fun together."

9. Future Plans and Financial Sustainability

Discussing the future, Isabel outlines Outer Sea's cautious expansion into wholesale while continuing to prioritize DTC channels. The brand remains bootstrapped, focusing on sustainable growth and maintaining strong customer relationships without immediate plans for external funding.

Notable Quotes:

Isabel Wilkinson Shore [45:44]: "Wholesale is not a major growth category for us, but we're expanding slowly and thoughtfully."

Isabel Wilkinson Shore [48:14]: "We are entertaining conversations about raising money, but bootstrapping has been ideal so far."

10. Conclusion and Closing Remarks

Lauren congratulates Isabel on her achievements and expresses admiration for Outer Sea's development. Isabel shares final thoughts on upcoming wholesale partnerships and expresses excitement about future growth and customer interactions.

Notable Quotes:

Lauren Sherman [48:54]: "I love seeing this brand develop. You should be so proud."

Isabel Wilkinson Shore [49:14]: "We're at Outline in Brooklyn Capital and Hero Shop, with more stores to be announced in the fall."

Key Takeaways:

• Quality and Versatility: Outer Sea focuses on high-quality, timeless pieces that offer both style and comfort, catering to the modern woman's dynamic lifestyle.
• Customer-Centric Approach: Through trunk shows and direct interactions, the brand continuously gathers valuable feedback, ensuring products meet customer needs.
• Strategic Growth: Balancing DTC with selective wholesale partnerships, Outer Sea maintains control over brand identity while exploring new market opportunities.
• Sustainable Business Practices: By bootstrapping and prioritizing sustainable growth, Outer Sea navigates the challenging fashion industry with resilience and adaptability.

Where to Shop Outer Sea:

• Wholesale Locations: Outline in Brooklyn Capital and Hero Shop
• Online: Outer Sea Website (Insert actual website link)

Produced by: Molly Nugent
Executive Producers: John Kelly, Ben Landy, and Gabby Grossman
Special Thanks: Team at Odyssey including JD Crowley, Jenna Weiss Berman, and Bob Tabador.

Note: For exclusive insights and updates on the fashion industry, subscribe to Puck's Line Sheet newsletter and explore more episodes of Fashion People, available every Tuesday and Friday.