Otherwild's 'The Future Is Female' Shirts: A Cautious Experiment Wins Internet Fame [Forbes]
Verizon Communications Inc. (VZ)
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Source: Forbes
"The Future Is Female" shirt, modeled at Otherwild's LA store.Credit: OtherwildIf you walk into anboutique in New York or Los Angeles, you’ll find an eclectic mix of artsy goods — posters, dishware, apparel, homeopathic remedies. But the retailer is known best for one signature item: “The Future Is Female” T-shirts.Alix Dobkin, photo (C) Liza Cowan.Credit: Liza CowanIn 2015, Otherwild cofounder Rachel Berks saw an Instagram post that caught her attention. It was from a 1975 portrait series by. In this particular shot, musician Alix Dobkin wore a shirt that read “The Future Is Female.”Berks liked the motto and quickly made 24 shirts with the same slogan. They sold out in 2 days. She made more. And soon her shirts were a significant driver of a social media hashtag, #TheFutureIsFemale, that is still going strong on Instagram (more than 200,000 posts carry the hashtag) and Tumblr (which doesn’t show post counts).Berks sees the ongoing success of this T-shirt as a simple win that helps he
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