In recent years, there has been a notable shift in the fashion landscape, favoring the relaxed, effortless aesthetic of California over traditional styles such as Scandinavian minimalism and French chic. This transformation comes in the wake of the pandemic, which has led many to seek comfort and ease in their wardrobes. As a result, a wave of Californian brands has gained traction in the broader American market, presenting an updated take on the Californian lifestyle.
Brands like Jenni Kayne and Doên exemplify this new wave, focusing on garments that blend luxury with simplicity. Jenni Kayne is celebrated for its relaxed sweaters and tailored trousers, while Doên specializes in floral, lacy pieces that offer comfort and style. Other notable brands include Buck Mason, known for its worn-in t-shirts, and Alo Yoga, which promotes a West Coast approach to athleisure. The defining factor among these labels is a sense of ease and comfort, capturing the essence of a true Californian lifestyle.
Industry insights suggest that the potential for growth among these brands is substantial. Jenni Kayne surpassed $100 million in annual sales in 2021, and Doên is on track to achieve similar figures soon. Their recent collaborations, like Doên’s partnership with Gap, resulted in instant hits, with products selling out rapidly. As more brands expand their operations beyond California, the broader question remains whether this trend represents a lasting shift in fashion or merely a temporary phase akin to trends of the past.
The allure of Californian style resonates especially well in today’s post-pandemic market, where individuals are favoring casual yet polished wardrobes. Characteristics of this style extend beyond typical beachwear, incorporating a diverse array of influences from California’s vibrant landscapes, including mountains, deserts, and urban settings. The state’s unique environment provides a rich backdrop for branding, especially as performance marketing begins to decline. Establishing a strong brand identity offers these brands a compelling advantage in this new consumer landscape.
To thrive, Californian brands must capture the interest of audiences outside their home state. Consumer habits align with a desire for a laid-back lifestyle that is both stylish and accessible. According to Steven Tiller, founder of Seavees, a Santa Barbara-based footwear label, the appeal of the “California dream” lies in its universal accessibility—it transcends regional fashion boundaries, making it widely relatable.
Historically, California has been a trendsetter in fashion, initially gaining recognition during the Gold Rush era when Levi’s became popular among miners. More recently, brands like Hollister strengthened the connection between California and youth culture, influenced by television shows that spotlighted Southern California living. The current fascination with casual Californian attire has been spurred by social media trends, especially within TikTok’s “-core” motivated subcultures. Searches for garments associated with these trends, such as linen pants or cottage-core dresses, have surged since 2020, suggesting a deep-rooted consumer desire for comfortable, easy-to-wear clothing.
Clothing branding from Californian companies reflects this evolution in style. For example, Jenni Kayne’s approach to balance combines luxury with everyday comfort. The brand emphasizes versatile pieces that seamlessly transition from day to night. Similarly, G.Label, Goop’s clothing line, offers dresses that are both sophisticated and relaxed, emphasizing the importance of ease without sacrificing style.
This wide-ranging interpretation of Californian fashion is crucial. It allows brands to cater to various consumer demographics without direct competition. Brands like The Great take inspiration from the diverse cultural background of California, ensuring their offerings resonate with customers across different preferences and lifestyles.
As Californian brands gain traction, their marketing and expansion strategies are evolving. Visual storytelling that captures the essence of California is increasingly common, with Buck Mason’s photography showcasing the stunning San Gabriel Mountains. Moreover, many brands are diversifying their product ranges to encompass homewares, beauty products, and lifestyle experiences—Jenni Kayne has even pioneered farmhouse events to establish a community-oriented presence.
Retail expansion is a key strategy for growth. Jenni Kayne, for example, has opened multiple stores in high-demand markets such as New York, and brands like Doên are capitalizing on the bustling West Village of Manhattan. Brick-and-mortar locations help reinforce community connections and enhance brand visibility. More importantly, the successful establishments of Californian brands will likely mirror the trajectories of their Scandi and French counterparts, but it will depend on their ability to resonate with consumers on a global scale.
While trends might fluctuate, the intrinsic appeal of relaxed, wearable clothing is a fixture in fashion. As Sari Sloane, the founder of the California-inspired boutique The Westside, puts it, “Various trends can come and go, but there’s always the place for these simple, easy, wearable pieces.” The versatility and comfort that define the Californian style suggest it will remain a significant player in the fashion industry for years to come.
