Tumblr has launched its first shopping site, Of a Kind. Although it’s no easy feat to compete with the hype over Google’s foray into fashion, Tumblr more than holds its own when it comes to its shopping concept. Referred to as an “art gallery for emerging designers,” Of a Kind exclusively stocks limited edition products. One designer is featured each week, and items in numbered editions of five to 50 are offered from his or her collection. Prices will range from $50 to $500.
The idea for the site was inspired by cult-fave concept store Opening Ceremony and 20×200, which sells affordable prints from emerging fine artists. Chief executive officer and Tumblr co-founder Claire Mazur further explained that Tumblr sees Of a Kind as a way to “promote emerging fashion designers through e-commerce and editorial content.”
Currently focused on accessories, the easiest starting off point since there’s no sizing involved, the plan is to slowly add clothing. All of the production is funded by the shopping site (which uses Shopify to integrate the e-commerce), making it a low-risk option for the participating designers. The first designers featured are Mandy Coon, Lizzie Fortunato Jewels, Dusen Dusen, and Symmetry Goods.