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The Costco Membership Model Comes for Luxury Fashion

A bold move from e-commerce site Italic.
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Illustration: Patricia Doria

Dedicated followers of fashion tend to fall into two groups: those who favor a heavily branded look that’s as subtle as a football jersey, and those who favor a discreet, under-the-­radar style that announces itself only to a select few.

E-commerce site Italic caters to the latter set—and those who never before could afford either. It began in 2018 with $13 million in venture funding as yet another millennial-­targeting, direct-to-consumer disrupter. The site offers unbranded ­women’s and men’s clothes, shoes, bags, and home decor produced by the same factories that Burberry, Fendi, Stella McCartney, and other bona fide luxury brands use. And all sold at cost.