Since its launch in spring 2023, The Clothesline Company has sparked the interest of many Notre Dame students. Started by recent Notre Dame graduates, Lola Fernandez '24 and Callie Shaw '24, the small business is a platform which facilitates used clothing sales across the tri-campus community. Fernandez and Shaw began their project in the second semester of their senior year and have since continued this platform for current students.
During their final year at Notre Dame, Fernandez and Shaw observed the use of fast fashion amongst young women in college. They saw an opportunity to minimize environmental impact through sustainable shopping.
“We're passionate about sustainability and limiting waste and excess,” Shaw said.
The first step in initiating the project was to gauge Notre Dame students' interests in participating. In spring 2024, Fernandez and Shaw ran a clothing sale on campus where they sold their own clothes worn throughout their college years.
"Our first sale was a huge success. It was a tangible way for us to figure out what level of interest there was if we were to come up with a platform," Fernandez said.
At the sale, the two surveyed those who had come to participate – inquiring what their fellow students' experience had been with shopping for college. Many participants discussed the financial strain in shopping for Notre Dame events, while also mentioning the flaws within online shopping and fast fashion companies. Respondents stated that shipping delays, privacy issues of buyers and excessive fees were all concerns among the general community of young, female shoppers.
The content Shaw and Fernandez obtained from these surveys became an integral part in their vision for the company and branding strategy.
"The goal is to market clothes that are tailored to the Notre Dame experience. We can do this in a concentrated campus community where people trust each other," Shaw said.
In response to the lack of privacy associated with other online clothing sale platforms, such as Poshmark and Depop, the pair designed their mobile app, officially launched this Wednesday, so that a Notre Dame, Holy Cross or Saint Mary's College email is required to sign up.
"The goal is to create a platform where students can connect with one another, buy something and pick it up within 24 hours," Fernandez said.
Shaw and Fernandez also applied their own professional experiences toward the project. Fernandez has marketing experience through her participation in marketing internships throughout college, while Shaw worked at a graphic design firm in the summers between their academic years. The two applied their previous experiences in their internship roles to develop their brand name and vision for the startup.
"Clothesline is about sharing life and sharing with each other. Sharing with the people you love is what makes life enjoyable and in turn, we try to make the world a better palace," Shaw stated.
Fernandez and Shaw view the project as a startup venture that they are committed to investing in and seeing its growth. In order to expand their platform, they intend to collaborate with other Instagram-based clothing brands and small businesses.
Fernandez and Shaw will be hosting another clothing sale at Notre Dame's campus on Sunday, April 27, and said they look forward to the opportunity to further expand their network and audience. They hope to involve more Notre Dame students in their brand that can offer additional skills and perspectives to the project.
