As of Feb. 26, Stone Cold Fox is no longer available in retail stores.
The Los Angeles-based fashion brand is now sold exclusively on the Stone Cold Fox webstore, the brand’s mobile app, and at its Venice Beach retail location.
We spoke with the brand’s co-founders Cydney Morris and Dallas Wand, about the decision.
“We started out doing direct and felt a much more personal connection with our customers,” they said. “After eight years of wholesaling, our prices were getting high because we love silks and our clothes are made in Los Angeles. Without compromising who we are as a brand, this was our only choice. With the way the world is changing and moving, this is the best direction for us, working on a monthly calendar instead of seasonal.”
Cydney and Dallas became frustrated by the ever-changing retail landscape and wholesale business.
The line will continue to be made in Los Angeles with high-quality fabrics, they said.
The change to a direct-only model led to more margin for the brand, allowing them to cut prices. All pieces are now under $300.
Stone Cold Fox also improved its return policy and lowered shipping costs. All domestic shipping is free, with free international shipping on orders over $300.
“We went from a seven-day return period to a 14-day return period,” they said. “We also now provide shoppers with accounts, making it much easier for them to do returns, and process and track their orders. We stepped up our customer service, so if they have a question, we will get to it as fast as possible.”
Many design improvements were made to the site as well, making it more user friendly and shoppable.
“We added better product shots, size charts, chat rooms and really cleaned up the site,” they said. “Now that we are making less quantity, old styles won’t be sitting on the site as well. Once they are sold out, they’re sold out.”
The brand has gotten positive feedback in the week since the change was made.
“We have had an overwhelming response to it,” they said. “We won’t lie, we were a bit nervous, but wow, the emails, comments and feedback we have been getting have been so positive, and so have the sales. Now we just really want to let everyone know about the change and come through as a brand, which we have plans to do.”
