After 10 years of business, Los Angeles-based ready-to-wear brand Rhode is shuttering its business. Co-founders Purna Khatau and Phoebe Vickers announced the news on Thursday via a statement posted to Instagram, writing, “This wasn’t an easy decision for us, but ultimately, new and exciting dreams are calling us forward.”
Photo: Darren Gerrish/WireImage
The brand, which launched in 2014, has become known for its colorful maximalist patterned cotton dresses synonymous with vacation vibes and an on-the-go, casual elegance. Its vibrant, print-forward, India-inspired (where Khatau is originally from) design aesthetic has become a favorite of industry figures, A-list celebrities and retailers like Shopbop, Revolve, Bloomingdale’s, Saks Fifth Avenue, Farfetch and many more. The brand also collaborated on a summer capsule collection with Target in March 2023.
The duo behind the brand first met as college freshmen roommates at Hamilton College and bonded over their shared passion for design and desire for careers in fashion. After pursuing separate jobs post-graduation, the two reconnected in 2014 to launch Rhode, named after the daughter of Poseidon the sea god in Greek mythology.
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“Looking back, it has been a wild ride,” read the co-founders’ statement. “What began as an idea between two friends grew into something so much bigger than we could have ever imagined. We are honored by the opportunities we were given, humbled by the talent we collaborated with and grateful for all the friends we made along the way. Above all, we also had FUN!”
In 2022, the designers were faced with a challenge that very likely negatively impacted their business in the long run: Hailey Bieber, whose middle name is Rhode, announced the launch of her then-new skin-care brand with the same name, resulting in Khatau and Vickers taking legal action against the model and her company. In a statement released to the press at the time, they said, “We were forced to file a lawsuit against Hailey Bieber and her skin-care line…in order to protect our business.”
The duo also alleged that Bieber asked to purchase the brand from them four years prior to her beauty launch. In the same statement, Khatau and Vickers said, “Hailey could choose any brand for her skin-care line. We have only the brand name ‘Rhode’ that we’ve built…her using our brand is hurting our company, our employees, our customers and our partners.”
A judge had denied the brand’s emergency motion for a preliminary injunction against Bieber’s line. Two years later in July 2024, the two parties reached a settlement, though the exact terms have still yet to be disclosed. There is no mention of the legal proceedings or the impact of Bieber’s brand in the announcement of the brand’s shuttering.
Photo: Courtesy of Rhode
Photo: Courtesy of Rhode
Khatau and Vickers closed their message with a thank you to those who supported them: “To our customers: Thank you for your enthusiasm and for letting us be part of your lives. To our partners, we are deeply grateful for your trust, for picking up our collection from the start (you know who you are!) and sticking with us even when shipments were (very!) late. And to our team: None of this would have been possible without you.”
Fans of the brand can now shop the entirety of shoprhode.com for up to 80% off.
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Source: Fashionista.com
