Tanner Fletcher

Tanner Fletcher is a New York-based fashion label founded by Tanner Richie and Fletcher Kasell that designs genderless clothing blending masculine and feminine codes with vintage-inspired detailing such as bows, lace and ruching [6][7]. The brand's assortment spans ready-to-wear (shirting, polos, tees, knitwear, outerwear, denim shorts, swim), tailoring and eveningwear, a wedding collection, original runway/production samples, and a curated selection of vintage and antique objects including furniture pieces, homewares, signage, lamps and mid-century books [0][2][3][5][7].

The founders describe the label as a single "house" in which tailored suits, gowns, everyday t-shirts and rare found objects coexist rather than being separated into categories, with sentimentality and personal style rather than seasonal trends as the organizing idea [2]. Both founders are active thrifters and flea-market buyers, and hand-pick pieces from past eras to sell alongside their own designs [2][7]. The brand positions itself around authenticity and inclusion across gender, sexuality and diversity, and has stated goals of extending into handbags and shoes and eventually opening its own flagship store [6].

Founding story

Tanner Richie, from Rice Lake, Wisconsin, and Fletcher Kasell, from Two Harbors, Minnesota, met in the University of Minnesota Class of 2020 Facebook group chat, became freshman-year roommates and partners, then moved to New York and built the brand together [2][7]. Richie grew up thrifting and reselling with his mother and made and sold his own handbags, pouches and pillows; the founders funded a large portion of the startup and their living expenses by thrifting and reselling [6]. Both founders have cited early experiences of being steered toward gendered sections of stores and of being criticized for their clothing choices as motivations for creating a genderless, authenticity-focused label [6][7].

Business model

Direct-to-consumer e-commerce through the brand's own website, selling full-price ready-to-wear and bridal, discounted archive merchandise, one-off original samples and curated vintage objects, complemented by wholesale distribution through department stores and multi-brand boutiques [0][3][5][7].

Product sales at a range of price points: t-shirts and basics around $95-$160, shirting roughly $280-$460, blazers approximately $1,990-$3,990 and gowns approximately $5,990-$7,990; vintage objects generally $30-$490; complimentary shipping is offered on eligible US orders over $300 [0][3][5].

Traction

Named a finalist for the 2023 CFDA/Vogue Fashion Fund; subsequently picked up by Nordstrom and sold at Selfridges, with products distributed across three continents, a large customer base in Seoul, South Korea, and launches with IT in Hong Kong and Market Highland Park in Dallas [6][7].

Latest developments

The brand launched a wedding collection featuring French lace gowns, velvet blazers, its bow blazer, ruched tuxedo shirts and a gown printed with old love letters, and has expanded wholesale distribution to Nordstrom, Selfridges, IT in Hong Kong and Market Highland Park in Dallas [7]. The website is currently running an archive sale across ready-to-wear, original samples and vintage categories [0][3][5].