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For a company that got it's start in vintage resale, Nasty Gal is actually remarkably modern. Twenty-eight-year-old founder Sophia Amoruso started her shop on eBay, promoted through MySpace (and later Facebook, Instagram, and Twitter), and ultimately launched a full-fledged online-only boutique in 2008. Forbes reports that the e-tailer now has one of the strongest businesses around, selling through 93% of its inventory at full price while competitors lean heavily on sales. Amoruso's next step is to launch her own Nasty Gal line.
"The collection that we're launching is super exciting," she tells Forbes. I don't know who has the privilege of designing for a customer that they've know for five and a half years. It's almost like designing for yourself."
Details on the line are still vague, but the aesthetic will capture the same Nasty Gal spirit that has proven so successful. "I think there's an overarching sentiment of empowerment, coolness... girls just doing cool things and not necessarily playing by the rules," Amoruso said of the brand. Check out the brand's summer lookbook here, if you want to know, what that looks like, and visit our Racked Indie 38 for 37 other independent online shops we think are awesome.
· Nasty Gal's Sophia Amoruso: Fashion's New Phenom [Forbes]
· Nasty Gal Does Crosses, Virgin Mary for Summer [Racked]
· Get Your Indie On: The 38 Best Independent Shopping Sites We Could Find on the Internet [Racked]