- change ups
Startup fashions loungewear line
A graduate of the University of Michigan Law School and a former business attorney in Miami is turning to the fashion industry.
Duffield Lane, a loungewear startup in East Grand Rapids, said yesterday that it’s rolling out a line of loungewear online and at boutique stores in the region and Florida.
Duffield Lane said it uses premium knit fabrics — such as modal, pima cotton and elastane — which allow the clothing to stretch, creating “a flattering fit and great coverage.”
The line features eight pieces incorporating navy and white, bold white trim and a clean-line design.
Duffield Lane is designed for women of all ages.
Jamie Loeks Duffield, founder and president of Duffield Lane, said the loungewear is designed to be worn at home and elsewhere, such as the beach or “out to brunch.”
“We provide the comfort you crave, while allowing you to look your best,” Duffield said. “Whether you are working from home, doing chores or walking the dog, there’s no reason we can’t look good and feel comfortable at the same time.”
Duffield Lane’s line is sold in Leigh’s and Ally’s Boutique in Grand Rapids, Muriel’s Intimate Apparel in Holland and Joseffa’s Store in Useppa Island, Fla.
Duffield Lane is also planning to roll out a coral and white summer line by May.
Duffield Lane plans to emphasize it focus on fabrics and comfort, in combination with style, to stand out in the competitive fashion industry.
“I think what we have is a different kind of look,” Duffield said. “It is fun — lately we are adding more pieces that can be worn outside the house. Everything kind of goes together.”
Although most of the current loungewear is made in Peru, Duffield Lane has a partnership with Michigan Fashion Proto, a fashion sample room.
Lansing-based Michigan Fashion Proto provides Michigan designers and businesses with machinery, professional standard goods and skilled workers with a mission to support the state’s fashion industry.
Duffield said the partnership with Michigan Fashion Proto is relatively new and was developed after her wanting to work with a manufacturer with a closer location on specialty items.
“I really wanted to work with someone in Michigan,” Duffield said. “We are designing select pieces with them, because they can do lower minimums and in more detail. Our first piece is a striped robe.”
Using the manufacturer in Peru for larger production, Duffield said she hopes to transition to making more pieces with Michigan Fashion Proto in the future.
Duffield decided to switch careers after recognizing that the options for flattering and comfortable loungewear were "extremely limited."
Originally from Grand Rapids, Duffield moved back to Michigan after deciding to become a business owner. Duffield was encouraged by the low overhead and strong entrepreneurial culture in West Michigan.
“There’s a lot of talent and energy in Michigan, and I would love to see more fashion activity develop in the area,” Duffield said.