Relaxed California Shirting-as Seen on Gisele and Cara | Nordstrom Fashion Blog

Relaxed California Shirting-as Seen on Gisele and Cara | Nordstrom Fashion Blog

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Introducing Behind The Brand, a new series in which we dive into the backstories of some of our newest and most exciting lines. First up: Celeb-beloved California label Rails, whose shirts have been christened by no less than Vogue as "the must-have you never knew you needed." Read on for an interview with the brand's founder, Jeff Abrams.

So, we hear it all began with a hat.
When I first began, I really had no idea how to actually produce a full collection. I had just returned from Europe, I sewed the word RAILS onto a single black hat and a simple hooded sweatshirt and embarked on a door-to-door journey trying to get orders. I drove all over the United States, walking into stores unannounced trying to build the foundations for the Rails collection.

Each season I refined the creative direction and focused on creating versatile pieces in luxe fabrications that represented the Southern California lifestyle. The idea was to build a collection that made you feel both relaxed and refined.

Your plaid shirts get lots of attention in the press. Why are they so popular? What's the differentiator?
Shirts are a timeless staple, and I wanted to give the category a new direction by using high quality rayons and tencel blends in our plaids, prints, and denims. Our fabric has a cashmere like hand feel and drape that creates a more feminine and modern silhouette than traditional cottons.

How do you feel about your celebrity following? What do you attribute it to?
The growth of our celebrity following has been very organic. They are wearing our collection because they genuinely love the products! While it's exciting to see celebrities and tastemakers wearing Rails, I get more enjoyment now from seeing more anonymous girls wear them in their everyday life.

How does Southern California inspire your designs?
Living in Los Angeles, there's a certain ease to the lifestyle which has informed our brand aesthetic. LA is now recognized as a global fashion capital, creating a fresh direction in contemporary culture. Here, designers, bloggers, celebrities and tastemakers, merge international influences with their Southern California roots.

What is your favorite beach in California?
Malibu is my go-to with great surf spots, hiking and outdoor restaurants. There are also a handful of amazing destinations along the California coast; places like Big Sur which can be a trek but well worth it.

Are there other beach destinations that inspire your fashion aesthetic?
I spend a lot of time travelling for business, to visit our retailers, sales & pr partners, and oversee our editorial campaigns. Some of my favorite photo shoot destinations include Tulum, Bondi Beach and the Southern beaches of Italy. I always take a couple days to relax and enjoy the local culture.

Favorite places in LA?
I spend a lot of time running around in all different areas of the city. Rails headquarters are based downtown, which is now a great destination for restaurants, bars and emerging retail. I like to spend time exploring the east side as well - areas like Silver Lake, Echo Park and Los Feliz. But of course I always love to get to the beach whenever I can.

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