Someone close to me said the other day, “Imagine if 7th & York realised its full potential.” And I haven’t stopped thinking about it since.
To be completely transparent, the past six months have been some of the most challenging in our almost four-year history. We’ve experienced a wave of change, some of it brilliant, some of it brutal and while we’ve done our best to meet everything head-on, there were definitely moments when things slipped through the cracks. And once they do, it’s a tough job reeling them back in.
When I started 7th & York, velvet wasn’t always part of the grand plan. But then came that age-old piece of wisdom that hits harder the longer you’re in business: If it ain’t broke, don’t fix it. So we leaned into what worked.
And velvet has worked. It’s our bread and butter. It looks good, it feels even better, and most importantly, you genuinely love wearing it. But if I’m being honest (and maybe just a little dramatic), if I have to sew one more Camryn Top, I may just stage a minor workplace injury. Nothing serious, of course but just enough to buy myself a breather.
Lately, I’ve found myself wondering whether we’ve accidentally pigeonholed ourselves into a single fabric and silhouette, like we’ve backed ourselves into a velvet corner. I truly love what we’ve built, but I can’t help but ask: have we unintentionally limited what 7th & York could become? Or have we simply found the thing that defines us?
Which brings me to you.
Where do we go from here? Do we keep the velvet train running? Do we lean into change and chase the potential everyone keeps talking about? What do you want?
Yes, I now feel a bit like Noah from The Notebook (“What do you want?!”), but you get the gist.
We’d love to hear from you. The good, the bad, the ugly. What makes 7th & York feel like your brand? What do you want more of? Less of? What have you been quietly dreaming we’ll finally do?
Honestly, we need the feedback. Because maybe the next evolution of 7th & York is just one good idea away.
