Three years ago, we launched In The Groove with a mission: to create a place for smart, stylish, and age-defying women to hang out online. Our limited-edition collaboration with Astouri embodies all of the founding principles of In The Groove. I can’t believe it’s been three years already, but I’m so proud of what we’ve accomplished in that time.
The capsule collection is called AGE BOLDLY because we believe that aging unapologetically is a beautiful and glamorous way to live your life. There are three unique prints (“The Secret of Life”, “Spray Paint”, and “Graffiti Inspirational Words”), and each comes in two different lengths. These are vibrant, colorful prints that were designed to make an impact, just like the women who wear them. If you’re looking to make a bigger statement, we love the maxi-length from maximum drama. The shorter length is a little more versatile, and I love to wear mine tied up or down.
Aging boldly also means being unafraid to change, so when it came to the production of these garments, we wanted to think big. The kimonos are made in the Garment District of New York, with Mi Jong Lee, a female manufacturer who has been working for years. The pieces are dye-subbed and digitally printed, to minimize water usage. And the on-demand ordering process helps cut down on waste, too!
Finally, because we would be nothing without the women who read, shop, and follow In The Groove, we wanted to show just how cool you guys are. So, we staged a photo shoot with 15 women, all wearing the kimonos. The portraits are beautiful, charming, funny, and compelling – just like you guys. Happy birthday, In The Groove and Groovers. Here’s to bigger and better things.
SHOP OUR BIRTHDAY COLLABORATION BELOW: