String Ting goes from viral phone accessories to vintage clothing – WWD


TO STAY POSITIVE : String Ting may have started out as a little locking sideways bustle, but after enjoying plenty of viral moments, it’s quickly evolving to include collaborations with buzzy label Hillier Bartley and a new venture in vintage clothing.

Founder Rachel Steed-Middleton launched the brand in the summer of 2020 after seeing how affected some people around her were by the COVID-19 crisis and wanting to teach her children the importance of “doing something. thing beyond themselves “.

The idea was simple: to create “the beaded equivalent of a lemonade stand” by hand beading sunglasses chains, bracelets or phone lanyards and selling them for charity.

Between colorful, upbeat beads and childish patterns, the brand took off and enjoyed many viral moments, as Dua Lipa, Kaia Gerber, Gigi Hadid, Ariana Grande and Kendall Jenner shared selfies with hanging beaded String Ting straps. to their Phone (s.

“It was a tough time with people looking for an optimistic human spirit and I was creating something colorful and positive that everyone could connect with. Beads are also tactile, they connect with your inner child and bring back memories of creating things, ”said Steed-Middleton. “Plus, it’s just fun having it on your phone and not having to carry a bag. The phone is becoming the new bag these days.

To keep the momentum going now that the world is opening up, Steed-Middleton is starting to connect with other creatives on collaborations and look beyond the brand’s popular phone straps.

Ting x Hillier Bartley String
Courtesy of String Ting

The brand has just launched a collaboration with Hillier Bartley for phone straps featuring their signature crystals with Hillier Bartley’s bunny logo. “We matched our two signatures, but it’s also about women coming together. Katie has become a great mentor, and there is something amazing about women with experience in their field who share their knowledge, ”added Steed-Middleton.

She’s also dabbling in clothes for the first time, while keeping her ironic aesthetic and slow-growing approach.

Partnering with a number of vintage wholesalers in London, the brand has selected a selection of vintage pieces ranging from Yves Saint Laurent herringbone coats to Benetton polo shirts, and breathed new life into them by adding some of the brand’s cartoonish illustrations and flair.

String Ting makes a foray into clothing

String Ting makes a foray into clothing
Courtesy of String Ting

“Seeing the vast warehouses from which these wholesalers worked, it was clear that we were do the right thing, choose to work with vintage clothing, ”added Steed-Middleton, who insisted on keeping the prices affordable, between £ 30 and £ 250.

“I want everyone to be able to have a song, the idea is for it to be merch. Our goal is to share the ethics of the brand through this launch.

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