Women’s Wear Daily: Watch Roller Rabbit Run
Happy. It’s not a word that’s always associated with fashion. So while other brands chase street style and edgy looks, partake in the perennial obsession with the color black and succumb to the Billie Eilish school of baggy clothes, Roller Rabbit wants to corner the market on feel-good, colorful, endorphin-releasing apparel.
“It’s a brand that stands for happiness,” said Andrew Seibert, who in 2017 quietly acquired Roller Rabbit with two investment partners. “Brands are moody or dour. When we took over the brand, we spoke to customers. People talked about the emotion and how happy the brand made them.
“People have Roller Rabbit present at happy, intimate times of their lives,” said Seibert, referring to weddings and matching bathrobes for bridesmaids, to pajamas for newborns. That’s a big white space.”
