Best in Class: 4 brands that get it right-- picked by friends of First Rodeo 🤍

Some of my favorite newsletter writers share a few great finds I missed in my other letter on brands that do things differently-- in a good way!

My last awards ceremony for brands who are thinking differently was a smash success— a surprise to me!— but of course as it goes when you are a solo writer with no colleagues or editors to speak of, I missed a few great players!

ICYMI, the original post is below! I removed the paywall so we could all enjoy it.

So in a fun plot twist, I decided to share a reader pick, plus favorites from some of my lovely writer friends. Perhaps you know their work? Please welcome the inimitable

Alisha Ramos

of

Downtime

,

Leslie Stephens

of

morning person

,

Sarah Shapiro

of

Retail Diary

. Oh, and YOU! I pulled some of your favorites from the comments and First Rodeo chat. 🤍 Let’s go!

Hanna Anderson

Picked by:

Alisha Ramos

Wins the award for: reinvigorating a much-beloved legacy brand for a new generation of customers!

I didn’t get it at first when my sister-in-law reverently handed me a couple of their rainbow-striped pajamas, saying, "These are Hanna Anderssons," like it meant something. But now, after a year of raising my daughter, I get it—they are an iconic brand for a reason. These pajamas are the kind of quality that actually lasts, made with vibrant colors and organic materials that don’t fade or fall apart.

I'm forever interested in how legacy/heritage brands are meeting the moment for a new type of consumer. Hanna Andersson is a 40-year-old brand, but they clearly understand their customers' behavior. The recently launched 'Hanna-me-Downs' section on their website for secondhand inventory celebrates and encourages the passing down (and in this case, selling) of HA clothes. It's a smart move that engenders customer loyalty, keeps customers in their universe, AND doubles down on their brand promise of clothes that are so high quality that people are vying to buy secondhand versions of them. That’s a kind of sustainability that feels refreshingly real—clothes made to be handed down again and again. If you want to learn more about the brand, I enjoyed this Modern Retail podcast episode featuring their CEO.

Editor’s note: I grew up on Hanna Andersson and was so delighted that this was Alisha’s pick and they were still as fabulous as they were when I was a kid! — Zoe

Schoolhouse

Picked by:

Leslie Stephens

Wins the award for: bridging the widening gap between timeless and modern.

When I moved into my home post-divorce, I wanted to create a warm and bright happy landing. Schoolhouse became a go-to—they do such a great job with colorful accents that still feel elevated and polished. I particularly love their sheets and alternate between a flower pattern and gingham that are the grownup version of my childhood dreams.

Editor’s note: This is a total coinky-dink, but I actually know Leslie from when we both worked at Food52, which acquired Schoolhouse a few years back. (We both were gone by this point, so I would not consider either of us to have any insider knowledge or bias towards Schoolhouse, for what it’s worth!)

It’s been really cool to see the synergy between the Food52 and Schoolhouse brands— and I loved this Schoolhouse x Clare V collab recently. —Zoe

AYR

Picked by:

Sarah Shapiro

Wins the award for: mastering the art of everyday elegance.

AYR (All Year Round) began as Bonobos' answer to womenswear, but has evolved into something far more distinctive. While many brands chase trends or try to reinvent the wheel, AYR has carved out a unique space by perfecting the essentials that form the backbone of a modern wardrobe. Their approach is refreshingly straightforward: create pieces that transcend seasons, trends, and occasions while maintaining an understated sophistication.

What sets AYR apart is their ability to thread the needle between basic and boring. Their t-shirts exemplify this philosophy – substantial enough for professional settings, yet relaxed enough for weekend wear. The brand's cult favorite Deep End shirt (an Oprah favorite) demonstrates their talent for taking familiar silhouettes and adding just enough design intelligence to make them feel special without becoming precious. Then they repeated this in multiple fabrications without feeling too oversaturated (they seem to maintain this with inventory levels too.)

AYR fills a crucial gap in the market: the space between fast fashion's disposability and high fashion's inaccessibility and price point. Each season brings a carefully curated selection of new designs – typically 2-3 standout new pieces (possibly a few that can be misses too) – while maintaining a core collection of elevated essentials. 

The brand has come full circle, recently launching menswear and proving that their formula for thoughtful, enduring design translates across demographics. They've created a blueprint for what could be called "intelligent basics" – pieces that work equally well in a capsule wardrobe or mixed with more fashion-forward items, never feeling out of place or out of time.

What's particularly compelling about AYR is how they've rejected the common direct-to-consumer playbook of constant newness and endless drops. Instead, they've built their reputation on consistency and quality, understanding that true sustainability in fashion isn't just about materials – it's about creating clothes that remain relevant and desirable year after year. I tend to keep up with new drops via their catalog which I've come to really appreciate. 

Worth noting, one of the three co-founders of the brand left and has launched her own denim line that is receiving rave reviews from many fashion insiders (and growing the business via Substack!).

Editor’s note: I feel so lucky that Sarah blessed us with her expert take! It’s giving insider vibes. I love that we get to have a whisper of Retail Diary in today’s letter! —Zoe

Dorsey

Picked by: First Rodeo readers— and me!

Wins the award for: consistency, opting out of the cyclical sale roller coaster and staying the course.

As I wrote in the original letter that inspired this one, I am so in awe of any consumer brands that are able to opt out of the constant discount cycle that so many brands and founders are completely unable to break free of. Folks who work in this space know just how hard it is to actually do that… it’s a nice thought, avoiding sales, but it’s easy to talk big game or make promises when things are good. When the rubber meets the road, you usually end up needing to run a sale to stay competitive, especially in saturated categories.

Jewelry is a very saturated category, and Dorsey competes in both fashion jewelry and fine jewelry, somehow. They wrote their own playbook a bit. Ethical, sure. Sustainable, sure. But there’s a unique and consistent POV, that like their stance on sales or quick hits of gratification, never wavers. It’s that consistency that I admire most. It’s hard to stay the course.

I’ve learned a lot from my mini consulting era I’m in right now, and I’ve talked a bit about how I think founders need to walk the line and play figurehead to the brand well. It’s an extremely important part of the job.

Megan Alida Strachan

does this beautifully with her Substack— she’s neither full time influencer nor founder who doesn’t have time to engage with the themes that underpin the brand she started in the first place.

Dorsey does so much right it’s actually quite hard to be concise about it— I can’t think of anything they do wrong, actually. 10/10. I am coveting everything, but my boyfriend gifted me this piece on my 30th and I wear it every day. I’m dying to acquire more.

Thanks very much to the writers who contributed thoughts and hard hitting reporting! Big hug to Alisha, Sarah and Leslie, and to you for your thoughts on the original letter that inspired this one.

Who did I leave out? I’m curious if your thoughts have changed or if you have any new favorites!