Maurices launches new tween brand Evsie
Apparel retailer Maurices is growing its fashion assortment with the launch of tween girls’ brand, Evsie.
The brand is making its debut with a Spring 2022 collection set to launch in select Maurices stores and online at www.maurices.com beginning in late March.
The line for girls ages 8 to 12 is described as a “style shop” offering “fashion tailored for tweens with comfort-conscious apparel made for movement and ease,” as well as a new sharable mother-daughter shopping experience.
Evsie will be anchored by denim in multiple hues and washes, including jeans, denim skirts and shorts that easily match with basics, graphics, and fashion tops. Rounding-out the collection are denim jackets, dresses, and rompers, along with Evsie basics that are available in multiple colorways and patterns.
“The evolution of Evsie came out of market research showing that our customers really want the same fashionable, age appropriate, budget-conscious choices for their daughters,” explained David Kornberg, CEO of Maurices. “As a company with over nine decades of history, we are excited to launch this tween brand, extending our promise to a new generation of young women.”
As part of the launch, starting March 20 through May 31, Maurices will equally sell two limited-edition Evsie tees, where 100% of net proceeds from the sales will be donated to Kind Campaign — a non-profit organization that brings awareness and healing to the negative and lasting effects of girl-against-girl bullying.
Moreover, the brand will be offering customers the chance to be part of an annual brand ambassador program, which includes exclusive insider tips and the first to try new product.