Last month I was browsing Instagram, and I saw something that caught my eye. This fashion editor I followed — you know the type; always posting perfectly styled outfits that probably cost more than I pay on my car — was wearing what looked like the most beautiful cream-colored wide-leg pants. Those pants had that flowy drape that says expensive, like the kind of pants you’d see at Nordstrom for a thousand dollars.
Of course, I went ahead and sent her a message asking where they were from. I mean, I’m always searching for pieces that look more expensive than they are. Now that my clothing budget competes with preschool tuition and groceries, I’m looking for pieces that will look like a million bucks without breaking the bank. She responded with, “Don’t hate me…they’re from Quince. Like ninety-eight dollars.”
Quince was unfamiliar to me, which I found strange since I spend way too many hours researching affordable brands that don’t look cheap. Apparently that’s exactly what Quince is. After doing research and purchasing a few pieces myself, I’ve uncovered what may be the biggest secret in fashion — a brand that creates luxury-looking basics for prices that will allow you to indulge in a cup of coffee.
However, I also quickly realised that fashion people are not pleased that regular people are discovering Quince. After I posted an item from my first Quince purchase in my stories, I received three messages from fashion industry friends telling me to “be quiet” and not share this with others. One stylist friend literally said, “Great, now it’ll be sold out all the time like when everybody found out about Everlane.”
Honestly, I think it’s awesome when you find quality clothes that don’t have to break the bank. And after wearing Quince for the last few months, I understand why the fashion elite have been quietly buying into this brand.
What makes Quince different from every other “affordable luxury” brand that claims to create designer-quality at Target prices? For starters, Quince delivers on that promise. Quince’s business model is built on eliminating the middle man. They work directly with the same factories that create clothes for luxury brands. They eliminate the wholesale markup and sell to the consumer directly online.
I know this sounds like many other companies, but Quince is oddly open about their supply chain in a manner that allows me to believe them. They will tell you specifically which Italian mill created the silk used in their clothes. Which Mongolian region the cashmere comes from. Even which specific tannery in Italy created the leather in their clothes. These are the types of details that you would expect from a luxury brand. Not from someone selling sweaters for under $50.
My initial order was the cream pants I had seen on Instagram, along with a washable silk tank. I spill something on myself constantly and I wanted tops that could withstand my lifestyle. When the box arrived, I swear I thought there had been a mistake. The silk felt identical to the very expensive Equipment blouse I had been obsessing over. The pants felt identical to the designer wide leg pants I had tried on at Saks.
But what truly won me over — I washed the silk tank (in the washing machine, on delicate – I’m not entirely crazy) and it looked exactly the same. No shrinkage. No texture changes. No colour fade. I have washed it numerous times for the last three months and it continues to look brand new. Conversely, I once spent $200 on a “washable” silk blouse from another brand and it became a wrinkled disaster after the first wash.
The Mongolian cashmere is where things get serious. I purchased their basic crew neck sweater in black — $49.00. Which seems absurdly cheap. When it arrived, I immediately conducted my comparison test that every mom conducts — I compared it to the cashmere cardigan that my mother-in-law purchased for me from Nordstrom for Christmas. I couldn’t tell the two apart. Same softness. Same weight. Same luxurious feel that causes you to rub it against your face like a weirdo.
I wore that sweater to a school event where I knew there were likely other mothers who bought designer. I received several compliments. In fact, one woman asked if it was from The Row. Which….I wish I had Row money, but I’ll take the comparison. I just smiled and said “thank you” because I didn’t want to give away the secret yet.
One of the funniest things about Quince is how they managed to remain beneath the radar for such a long period of time. Quince does none of the typical marketing that grabs the attention of the fashion world. No flashy runway shows. No celebrity endorsements. No aggressive Instagram advertising. They simply make excellent basics and rely on word-of-mouth.
And word-of-mouth includes a large number of fashion industry professionals who have realised that even as fashion professionals, you must strategically plan your clothing budget. Editors. Stylists. They are just like the rest of us. They want to look expensive. Without spending all of their money on clothes.
A friend who is a fashion assistant at a magazine told me that she has seen editors literally remove the tiny Quince label from their clothes before attending fashion week events. Not because they are embarrassed about the affordable clothes. But because they want to keep Quince as their secret weapon. Smart. Why would you want to alert the masses to your go-to inexpensive-looking basics?
The focus of Quince is on creating exactly the types of garments that are the most difficult to locate at a reasonable price — quality materials in simple, timeless designs. Washable silk button-down shirts. Perfectly cut wide-leg trousers. Soft cashmere sweaters in classic colours. Italian leather flat shoes that don’t resemble shoes from Target. None of the trendy or attention-seeking types of garments. Simply well-made foundation pieces that allow your personality to shine through in other ways.
This is exactly what I’m looking for right now — I want to look put together. But I don’t have time to think about what I am wearing. I can easily throw on their washable silk pants with any top and instantly look more polished than I would in jeans. Their cashmere cardigan works on top of literally anything. And makes even the most basic of t-shirts look deliberate.
I’ve been slowly building my Quince collection over the last few months. And here is what I’ve determined works best: Stick to their strengths. The washable silk pieces are absolutely worth it. I now own the pants in three different colours and several of their silk tanks for layering. The cashmere is the real deal. Their linen pieces are perfect for summer. And actually become softer after each wash.
I was surprised by how nice the leather goods were too. I purchased their cross-body bag as a test. Because I desperately needed something that could endure the daily rigors of mom life. And it has held up extremely well to everything I’ve thrown at it. Coffee spills. Thrown in the bottom of the stroller. Packed with snacks and toys. Still looks great. And the leather is aging really well.
What hasn’t worked as well? The more trendy pieces feel less special than the classics. And the sizing can vary significantly between the different styles. I had to return and reorder a dress because the fit was completely different than their pants in the same size. Also, if you are looking for statement pieces with distinct design elements, this is not your brand. All of their clothing is designed to be minimalist and unobtrusive.
Honesty, that is exactly what I need. I don’t want my clothes to be doing all of the talking. I want them to be a solid base for me to express myself through accessories or one singular piece. Like, I’ll wear their plain black cashmere sweater with vintage jewelry I collect. Or I’ll pair their silk pants with shoes that have interesting details.
The company was founded by a couple in San Francisco who came from tech. Rather than fashion. Which explains their unconventional approach to pricing and transparency. They questioned why a silk shirt that costs $25 to make needs to be retailed for hundreds of dollars. Why consumers shouldn’t have access to the same factories as luxury brands. Why the fashion industry needs to be so secretive about its supply chains.
Their outside perspective shines through in the best way. They are not playing by the fashion industry’s standard rules. Rules about artificially limiting supply. About being bound to seasonal trends. About charging exorbitant mark-ups. They simply make good products. Price them fairly. And let the quality speak for itself.
I’ve started recommending Quince to other moms who ask where I buy my clothes. However, I always warn them that “you can’t tell anyone else because I want to be able to order things.” But seriously, when you discover a brand that delivers true quality at prices that won’t make you feel bad about indulging, it feels wrong to limit who knows about it.
My strategy moving forward is to use Quince for any garment that I care most about having quality materials. Cashmere. Silk. Good leather. Timeless basics. And save my splurge money for unique pieces from designers who are doing something creative. That has allowed me to create a wardrobe that appears to be significantly more expensive than it is. As a stay-at-home mom on a budget, I feel like I hit the jackpot.
I wore their linen shirtdress to a work event last week. And had three people stop me to ask where it was from. The dress cost $80. And looks like something you’d find at COS or Everlane for double the price. I just smiled and said “this old thing” because I’m still not sure I’m ready to blow the whistle.
But I guess I’m blowing the whistle now by writing about it. Look, I know some fashion industry professionals are going to be mad that the average person is finding out about Quince. I get it. There’s something wonderful about knowing about a fantastic brand before everyone else finds out. And yes, more customers may result in quicker sell-outs. And potentially higher prices.
But here’s the thing. Brands that operate in an ethical manner. Produce quality products. Sell at fair prices. Deserve to succeed. The more people who support this type of transparent, direct-to-consumer model. The more other brands will start to emulate this. Maybe we can move beyond artificial mark-ups and toward real value.
Also, selfishly. I want Quince to continue to exist. I want them to be successful. So they will continue to produce these incredible basics at these prices for years to come. If that means sharing the secret with other moms who are attempting to appear put together without spending money on designer clothing. Then fine.
