UpWest is a new DTC fashion and lifestyle brand launched by US retailer Express. The brand's purpose is to provide comfort for consumers in the areas of body, mind, and spirit. UpWest is focusing on the larger retail ideas surrounding health and wellness, as well as sustainability, which specifically targets the millennial demographic -- who often desires brands that are transparent, promote diversity, and provide products with a purpose.
The brand has a balanced product line featuring jackets, sweaters, loungewear, and sleepwear for both men and women, while also carrying wellness products and home goods like sleep aids, CBD, skincare, candles, diffusers, blankets, and pillows.
In order to help with its launch, the DTC fashion brand is creating pop-up events in Chicago, Columbus, Nashville, Denver, and Austin to give customers a look into the brand and products while also featuring relaxation experiences like yoga and meditation classes.