I can’t believe it’s 2022 already. The last two years feel like they’ve flown by but there is also a stagnant feeling in the air. As we lead into the new year, we always like to reflect on the year that was and embrace the year ahead. I have read multiple memes and instagram posts where it says, ‘don’t say that 2022 is going to be your year’, ‘move slow into the year’, etc. etc. and I’m here to say, I am going to be anything but.
2020 and 2021 has been an absolute shitshow for many of us. The inability to see family and friends, to run businesses, to travel, to be carefree and create lifelong memories has meant it has become a time we would rather forget and move on from. However in these tumultuous times, I hope you have been able to find some postivities, no matter how big or small. So in 2022, rather than dwell on the past, we want to embrace the future and positives because we know it’s going to be another rollercoaster of a year.
For me personally, 2021 has been a year I’ll never forget. We welcomed the arrival of our gorgeous daughter, Taji Rain, into the world and she has us completely and utterly smitten. We’ve been a little quieter than normal in the back end of this year and that is because we have been taking time to fully embrace her and our growing family.
2021 saw us exceed personal goals within the business that we thought were going to be a stretch to hit. We saw the drop of our first sustainable activewear range, Release 02, which used a new fabrication of recycled materials which you fell in love with. We celebrated our first birthday (what a milestone that was). We partnered with Prae Stores in Tugun and Bryon Bay to become our first in-store stockist of FADE. We launched an amazing winter collection which, and I still can’t believe it, was our most successful launch to date - the Good Energy Sweaters exceeded our expectations and were our most loved product to date selling out multiple times.
In the latter half of 2021, we held our first online warehouse sale which went absolutely nuts. Although we don’t like going on sale, it was nice to be able to give you ladies an opportunity to buy pieces at a discounted price and allow those of you that have been thinking of trying FADE to do so. It also meant we were able to clear stock and create cash-flow for our summer range and introduce new things we have been working on into the brand ahead of schedule. In November, we expanded our brand with the introduction of SHAPE - luxurious shapewear for everyday wear - moving us beyond activewear and athleisure to create a new category. And we are just about to launch a new leisure cotton collection in the most beautiful neutral colourways. Don’t worry, we have more activewear coming in early 2022.
All of the above wouldn’t have been possible without your love and support for the brand. So thank you. Thank you to each and everyone of you that has helped us grow FADE in our second year of business and a big welcome to all the new faces that have joined us in 2021. Without you, our brand wouldn't be possible.
We are really excited about 2022. Our goal is to continue to grow on what we are doing - evolving your closets into seasonless wardrobes with amazing, quality pieces that can be worn all year round.
We hope 2022 is the year of collaborations with our brand. We want to partner with like-minded people and brands to continue to elevate and evolve FADE. Celebrate launches and successes in person with you. One of our biggest pieces of feedback is that you love to touch and feel the fabric, so we’re looking to create pop-ups around the country. And we hope to continue to bring new pieces you love and resonate with.
So as we enter the new year, we wish you, your family and friends lots of love and happiness and hopefully a positive new year filled with in-person memories.
For now, it’d be rude not to end with our favourite mantra - ‘Eat healthy, hydrate, move, smile, sleep. Be that good energy.’
Thank you for your good energy in 2021. Let’s go 2022!
Love Kallie and FADE x