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RARE CUT founder, Anthony Orisses. (Photo: Courtesy of RARE CUT)
A fresh break-up and the series Mad Men were Anthony Orisses’ stimuli for the creation of RARE CUT, a pocket square brand introduced in the midst of the pandemic’s chaos. Determination, purpose, and hard work leaped over any obstacles that came up during that time, and it finally launched on Kickstarter in the Fall of 2020.
With over 500% funded on Kickstarter, RARE CUT has built a solid base for its customers with a variety of designs, colors, and ideas setting grounds for a bright future with new projects and collaborations coming soon.
Founder Antony Orisses spoke to TNH explaining when he realized producing RARE CUT would benefit the market of apparel.
“It’s pretty much a conversation piece – people would be like ‘that’s a cool pattern’ and I noticed the more I wore it, I started more conversations with people I didn’t know, so I realized there’s something to this,” he stated.
Anthony developed RARE CUT in Queens, New York, with the help of his family.
“Originally, I came up with a concept. I was basically trying to explain to an engineer what I was looking for, and he said, ‘I’m not quite sure I understand.’ So, I took two pocket squares and put a piece of aluminum foil in the center, and with the help of my mum, we had something tangible that I could show them,” he mentioned.
Working with three separate engineers, and a professional working in the Garment District having 40 years of experience on his back, helped him put the product together. Research and advice from entrepreneurs were key for the buildup of the company as they guided Anthony toward the right direction. One of the most significant suggestions was that of networking.
He told TNH, “one thing that I was conscious of throughout the years was to open conversations whilst the product was in its development days. I would tell everyone and anyone about what I was up to.”
Social media is another strong tool the entrepreneur with a family background in Chios, Greece, used to promote RARE CUT. Posting Instagram stories asking people for their opinion between two pocket square designs, for example, was an approach which allowed the audience to participate. This way, when the time came to finally launch, most people knew this was in development.
“I reached out to friends, family, and acquaintances, and said ‘hey do you remember that company RARE CUT I’ve been telling you about?’ we’re launching on this day, if you’re interested. Almost every single person said ‘absolutely!’ and almost every single person contributed… It was one of the most heartwarming moments in my entire life, to see that many people from different walks of life come together to help you achieve your goal, and essentially make your dream come true. It’s something I will never forget,” he expressed.
Orisses’ factory is his garage in Astoria, Queens, therefore, it’s a small business that’s local and homegrown. The way the pocket squares are produced is through a special machine that’s incredibly valuable to his business. Every single pattern is made to order, so when somebody orders a pocket square, they press it right there on the spot.
RARE CUT has only been out for a year and a half, however, it has seen great success already due to the close connection they keep with their customers.
“There’s an expression in business that says, ‘you have a sustainable business or a true business once you reach the level of 1000 true fans,’” Anthony recalled.
“I happen to know a lot of people in my circle who are Greek, so in order to accumulate our 1000 true fans we want to speak to our audience. That’s why we have so many Greek patterns. We have the Greek Mati, Mykonos Blue, Santorini Summer, Evzones, and Thalassaki Mou,” he added.
The next step for RARE CUT is customizations, which will most likely launch in September. The future for any business is to differentiate themselves from competitors, thus when personalization enters the game, the customers have something that no one else has.
Anthony wrapped up saying, “pocket squares are truly, but unintentionally, my Trojan horse into the apparel industry because we have something that is proprietary – no one else can replicate it, and it is something that is our flagship product.”
Whether you bend, twist, or fold, RARE CUT stays up.
ATHENS - Greece’s ministries of Foreign Affairs and Digital Governance said it will create a digital platform using Artificial Intelligence (AI) to identify and rebut fake news spreading lies about the country.
LOS ANGELES (AP) — California’s Senate race was expected to be a three-way Democratic prizefight, but the possibility of a record-low turnout is elevating the chances of Republican Steve Garvey, a former baseball star, and could derail the congressional careers of two prominent progressives.
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