“What’s really special about this relaunch is, we’re getting back to our roots,” Amira Rasool, founder and CEO of The Folklore, tells Vogue about the retailer’s newly revamped e-commerce platform. Rasool, the visionary behind The Folklore Shop, is thrilled to unveil a significant relaunch that continues fostering discovery and enhancing accessibility for emerging brands. The updated site, which launched today, aims to revolutionize the way fashion enthusiasts connect with and support innovative labels from around the globe. But in a crowded sea of online marketplaces and digital brick mortars, how exactly will The Folklore Shop break through noise? “We’re putting the power back into the brand s hands,” says Rasool.
Founded in 2018, The Folklore has been at the forefront of merging a curation of independent brands with storytelling (hence the name) and fostering a global community. “More so than anything, we’re interested in telling the stories of the brands,” says Rasool. So what’s new? The relaunch is marked by several key updates designed to empower both brands and consumers alike. One of the most notable changes is the new model that allows brands to set their own prices and manage their own fulfillment. This shift aims to reduce the capital intensity traditionally associated with managing an online marketplace, giving smaller and emerging brands greater autonomy and flexibility.
The new shop will spotlight returning brands like Refine Studio as well as a curated selection of independent labels across apparel, accessories, beauty, wellness, homeware, including Armantia, and Pink Root Products. Originally focused on brands spanning the diaspora, the revamp shows the platform expanding its reach. Labels from South America, Asia, Latin America, the Caribbean, and the US, provide a truly global shopping experience. Newly introduced filters allow brands to support companies based on country, owner identity, and more. Say you want to support an emerging Latinx LGBTQIA+ brand or an eco-friendly femme AAPI-owned brand—the search feature helps you intentionally shop. “There’s nothing out there right now where you can touch 44 different countries and be able to filter and find exactly what you’re looking for,” says Rasool.
Understanding that one of the “biggest barriers to working with independent brands, especially those in distant emerging markets, is shipping,” the shipping structure has also been streamlined. With the new platform, customers will benefit from shipping deals that cap costs at $35 to $45 for orders from multiple brands, making it easier and more affordable to explore and purchase from a diverse range of labels.
In addition to the online enhancements, the platform is gearing up for a series of consumer pop-up shops set to take place in New York and Accra, with the first The Folklore Residency taking place in Los Angeles, October 17–30. “We are, giving you the passport to access these products that you would probably [would] never have access to otherwise,” Rasool says. The goal of these events is to provide an immersive, in-person shopping experience that brings the brands’ stories to life and strengthens the connection between consumers and the creators. Echoing back to the brand’s ethos of exploration and accessibility.
Mental wellness and overall empowerment for brands are also high on Rasool’s agenda. “We have a WhatsApp group, I’m engaging, all the brands are in there, and I’m chatting back and forth, sending things, et cetera. It’s not just about economic empowerment anymore; it’s about overall empowerment from, a mental standpoint, a wellness standpoint.”
This philosophy extends to The Folklore Shop and Rasool’s vision for “a global community of people who can support one another.” Yes, it’s an e-commerce website, but the aim seems to be aligned with something more holistic. She adds, “It is so crucial to what we re doing, and now we’re extending that community so that consumers who want to be a part of that community can also pour into these brands. Making an impact in the lives of these brands, and hopefully, we’ll make an impact on the lives of our consumers too.”