Confidence in Comfort: How Clothing Brand, Richer Poorer Centralizes Comfort in Its Brand Ethos
As the pandemic continues around us, and we continue to spend more time in our homes, comfort has become increasingly invaluable. While previously it was inappropriate to show up to work in loungewear, the work-from-home environment has made comfortable clothing the new norm for workplace attire. Richer Poorer, a Los Angeles-based clothing brand is centered upon the mission to generate “confidence in comfort.” For Jenny Alaimo, the company’s Creative and Design Director, “if you are not comfortable in what you're wearing, you're going to be fidgeting or feeling like you're wearing a costume.”
Launched in 2010 by Iva Pawling and Tim Morse, Richer Poorer initially began with only one product line: uniquely patterned socks. However, since its inception, the company has developed from a sock brand into a clothing brand focused on creating comfortable, high-quality garments at an affordable price point.
Jenny Alaimo began her journey with Richer Poorer over two years ago and helped reimagine the brand ethos of Richer Poorer. Alaimo credits Richer Poorer’s positive company environment for allowing her to develop as a designer and refine the company’s brand.
In her previous experience within the fashion industry, Alaimo felt pressured to constantly recreate trends, and felt unable to express her creativity; however, at Richer Poorer, Alaimo said “I can speak up and I can use all this experience that I have and actually help grow the company.”
To convey Richer Poorer’s goals, Alaimo’s personal design ethos involves taking inspiration from fashion-forward, avant-garde designs and distilling them to make them more wearable for the everyday consumer. “Something that's always been a part of why I love designing and styling is that I really love making people feel good.” Alaimo’s passion for design helped her conceptualize Richer Poorer’s brand ethos, which is centered upon making people feel confident through comfortable clothing.
While keeping up with current trends is placed at the forefront of many fashion brands, Richer Poorer seeks to create high-quality basics that can serve as lifelong wardrobe staples. This means that Alaimo does not always feel pressured to keep up with fashion trends. Alaimo designs timeless silhouettes with the hope of moving away from the wasteful practices associated with fast fashion so that her garments serve as an investment that consumers can keep for a lifetime.
“I'm creating comfortable clothing that has an actual emotion and background to it, and that's something that's never going to die. I hope that that's what keeps us relevant because these clothes don't necessarily need to have a gimmick; they're just beautifully well-made, wearable, affordable, comfortable garments.”
Throughout the pandemic, Richer Poorer has continued to make a name for themselves, as a result of their dedication to comfort and craftsmanship. According to Alaimo, as a designer, “comfort has always been paramount, but now it's the number one thing that is not compromised on.”
As a growing small business, the company recognizes it is a challenging time for many small businesses, charities, and organizations, and has therefore committed themselves to give back to their local community.
“We have packed over 4000 care packages for three local charities,” explained Alaimo, with the care packages containing products like toothbrushes, masks, and a variety of Richer Poorer products to benefit the recipients: Midnight Mission, Los Angeles Boys and Girls Club, and South LA Cafe.
“With the holidays, you think about all these children who aren't getting gifts or don't even have personal protective equipment, and it’s just heartbreaking,” so with every gift set bought on Richer Poorer’s website, a portion of the purchase will go towards the care packages for a variety of local charities in the Los Angeles area.
Richer Poorer’s commitment to giving back differentiates the brand from many other companies in the fashion industry, and reaffirms Alaimo’s faith in the company as a whole. “I've never worked anywhere where it's such a priority that we do these things, and this should be a part of every business going forward,” said Alaimo.
Alongside Richer Poorer’s support for its local community, Richer Poorer aims to give back through its dedication to help the environment, by seeking to make the brand increasingly sustainable and eco-conscious. For Alaimo, this entails a renewed focus on the longevity of her designs. She spends hours on color palettes to ensure that her designs are complimentary from season to season. Alaimo explains, “I try really hard not to do too many things that are very one-off or niche because I know that those can't have longevity.”
According to Alaimo, the company’s renewed focus on sustainability is “mandatory.” Richer Poorer has introduced a sustainable fiber program that seeks to ensure the company reduces its environmental footprint. This season, Richer Poorer changed all of its fleece products to a recycled fleece fabric that is made from recycled plastic bottles as well as offering a sustainably-sourced cotton, and the naturally-derived fabric, rayon.
“It is our responsibility to make sure that we're not creating more waste and toxins, and obviously with everything that's going on, you can't ignore it.”
Richer Poorer’s dedication to becoming increasingly eco-conscious does not come at the sacrifice of the brand’s promise to provide confidence through comfort. Whether it be volunteering to help charities, serving the local community, or saving the environment, Richer Poorer believes that comfort is vital. “We're trying to get people to get out there and do things that make them uncomfortable, and they have to have a sense of familiarity, or comfort, or security in order to do that,” said Alaimo.
Looking forward, Richer Poorer hopes to continue to help people find confidence through comfortable clothing, because in times of uncertainty, comfort and security are essential.
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