For Now Finds it's Time

By: Anna Stanley

Until recently small brands that wanted to launch their products to the public were generally relegated to an online presence only. Enter Kaity Cimo and Katherine Requa. With a successful track record in the athletic apparel business, Cimo and Requa saw the need for a location where customers could come in to touch and feel these brands. Customers who shop online all know that the biggest drawback to this way of purchasing is that you cannot touch, feel or even try on the apparel you wish to buy. This results in many returns and wasted time.

“As a business that centers itself on physical retail – we are a retail incubator helping emerging brands and their founders grow through retail – the pandemic has hit us hard. However, right away we knew we couldn’t sit around and wait to see what happens next,” said Cimo. Requa agreed: “Since March we’ve launched a new e-commerce site and are featuring all our brands on there, which helped us keep those connections as things started to re- open and people started to come out to shop. Even though we were dealing with the pandemic, we were excited to see where we can take our business!”

Known to many as a pop-up collective, the For Now boutique offers the one thing that all brands crave-getting their product in front of a live audience. The brands are clearly displayed in the store and are rotated according to season and partnerships. For Now partnerships allow brands to test the market for their products as well as engage in a community conversation, which helps them assess what works and what may need to be rethought or tweaked.

For Now looks for brands that are socially responsible and if possible locally sourced. Among others, some of the brands carried are Emerson Frye, Alice Walk, Arno, Bee & Roo and Zani.

Where: For Now boutique, 68 Seaport Blvd., Boston MA (857) 233-4639 or online at Itsfornow.com

Bee & Roo Cashmere Poncho – Photo credit by Tom Curry

100% Mongolian cashmere, perfect for one of the summer’s most sublime treats-alfresco dining. Vibrant colors speak to the season and are lightweight enough for any age on the go. Our ponchos are specially designed and work perfectly for new moms and babies, with optimal gage for breathability, length, and ease of use.

Zani Column Maxi Dress – Photo by Emily Elisabeth

This classic sleeveless column is reimagined in our innovative and light-weight technical fabric, featuring a wide, straight fit and two side slits for mobility

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