What Is Lou & Grey (+ Why I Am This Brand's Biggest Fan) - It's Casual Blog (2024)

Lou & Grey – you’ve heard me talk about them. You’ve seen my try ons. You’ve read my words GUSHING over their products.

By now, I think it’s pretty clear that I LOVED this brand. I feel so grateful to have worked for a company like Lou & Grey (I left in April 2022). It’s amazing that I got a SAY in the product. I remember distinctly when we were reviewing latest product images one day, and my former boss said “That was all you.” AND THAT WAS SUCH AN AWESOME FEELING. It’s so cool that I got the opportunity to really get my hands dirty, and help choose products that I wanted our customer to LOVE for years. And to make her keep coming back to Lou & Grey.

Now, I know the idea of Lou & Grey might be a little confusing, especially since COVID, and many of you might not even understand WHY I love Lou & Grey so much. So I’m here to explain it ALL.

The History

Lou & Grey originated from Loft’s lounge collection, and kind of grew into its own thing around 2014. At first, the brand was only sold in LOFT stores (and that’s how I started shopping the brand), and then they eventually grew into our own freestanding business. The former Creative Director perfectly described the brand’s name: “Lou” has a cool, tomboyish quality and “Grey” has a soft, welcoming feel. The brand was built on neutral colors — it was made for the cool girl mixed with elegant warmth. At the start of Lou & Grey (I wasn’t working for the brand, but I was a HUGE fan), they really didn’t target a specific demographic. Age didn’t matter. It was a mindset, how our girl approached life. We wanted people to be stylish but also cool and relaxed. From my point of view, we’ve always catered to the girl who is always on the go, someone who lives a crazy busy lifestyle.

What’s Happening Now

In July 2020, the decision was made to close all of the freestanding Lou & Grey stores after the parent company filed for Chapter 11 bankruptcy. It was literally soul crushing. I had only been with the company for 5 months, but I loved everything we stood for. I believed in the brand because of the way my team showed up every. single. day for this brand. I used to go to our Flatiron store and just gush over the fact that I worked here. It was THE cutest shop EVER. It felt like it was made for ME (I literally say all the time that I WAS THE LOU & GREY GIRL).

But anyway…the first thought naturally was that I was going to lose my job and that Lou & Grey would no longer exist. The fashion gods or some higher power did not allow that to happen. For WHATEVER reason, my job wasn’t on the line. It was decided that my boss and I would move over to manage Lou & Grey for LOFT. So really no complaints. The brand wasn’t going anywhere.

So yes, it’s pretty confusing. Lou & Grey for LOFT was ALWAYS a thing. The assortment just catered more towards the LOFT customer vs. the freestanding customer. There were always two versions of Lou & Grey. But when I moved over, I felt like I was basically starting a new job. I had to re-learn the customer (LOFT girls are different from L&G freestanding girls). I had to completely change my mindset when it came to helping create the assortment for this customer. Luckily, the LOFT girl still loves Lou & Grey. I mean, how could you not?!

In a way, it’s less confusing that now that there’s only one place to shop Lou & Grey. And it allows the team to truly put their best foot forward for this brand. Right before I left the company, Lou & Grey was shifting direction completely. I just saw that it went live recently and WOW — it looks incredible!

What We Do

In a pre-COVID world, the L&G girl was ALWAYS on the go. She started her day earlier than most, threw her entire life in a bag, and went about her day. L&G provided pieces that took you to your meetings, to the gym, a coffee date, and then out to dinner. L&G gave the “tote bag girl” everything she needed.

In a COVID world, L&G went with the girl. Lou & Grey dressed her in the coziest, warmest, and most feel good fabrics. Lou & Grey kept her feeling somewhat put together during long days and nights of uncertainty. And now they’re still giving her these things…but also pieces that she can take with her as she’s back on the go. Lou & Grey is back to dresses, jackets, graphic tees, and still love pairing them with sweats!

Lou & Grey is, was, and ALWAYS will be a fabric first brand. So whenever you see anything Lou & Grey, just know you’re getting a great quality that was purposely selected for that particular style. Lou & Grey went from super laid back, to a full lifestyle brand, to super cozy only during COVID, and now the brand direction is more of an athletic-to-athletisure take. L&G is essentially the complete compliment to LOFT. You might shop at LOFT for work clothes, but then you want Lou & Grey for when you come home. Or on the weekends when you go out for your morning coffee and a walk. Or for a light low-impact workout. Lou & Grey has you covered.