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Yes, it seems like a new e-boutique opens up shop nearly every week — which is a great thing! — but after a while, they can all kind of blend together with a dizzying array of identical “flattering” dresses and quirky-cute patterned tops. It takes something truly new and out-of-the-box to really grab us. So, you’ll understand why Veer really got us excited.
At first glance, the new NYC-based online shop seems pretty straightforwardly tomboy: boxy button-ups, henleys, and minimal jackets in a strict adherence to the black/white/gray color palette. A closer look, however, yields a deeper mission from this new shop.
Founders Jenny McClary and Allie Leepson started Veer after hours-long searches for clothing (made for men or women) that fit their unique, gender-rules-breaking aesthetic — they describe their identities as “in the grey area.” For Veer, removing the gender of a garment is important, thus catering to those who are at a loss when it comes to their personal style and choosing which boy/girl shops to purchase from. At Veer, you can find a community of cool ladies buying anything from paneled parkas to underwear that strikes the perfect balance between masculine and feminine. Veer basically just proves something that we knew all along: Inclusivity is always in good taste. Preview the holiday '13 collection in the slides ahead.