In 2020, Kennedy Crichlow and Mary Ralph Lawson, best friends and entrepreneurial spirits, spotted a niche space in the ever-growing leisure industry.
It was obvious to the duo that shoppers were getting more selective with their purchasing decisions and apparel with only one use-case no longer held its appeal for consumers who needed their closets to work harder.
“Daily Drills kind of started as our side hustle…and six months later, we had both quit our full time jobs. It just took off quicker than we thought” says Lawson.
Crichlow and Lawson reflected on the decision to go all-in on the business. “Daily Drills is entirely self funded…we really wanted to bet on ourselves and take a risk. We really wanted our own skin in the game.” This decision has clearly paid off.
With 350k followers across Chrichlow, Lawson, and Daily Drills’ social media accounts, the business has amassed a cult following in the three years since launch. They release their leisure apparel in collections, or “drops”.
“I think that the best part of working together is it’s so much more fun when a collection goes live, or when something sells out. We get to have someone to ‘cheers’ with at the end of the day,” Lawson described. “One of our missions is making getting dressed fun. It’s adding fun and excitement into your everyday life, whether that’s like the outfit that you put on in the morning, or where you’re going to work, or something that you have planned after work.”
The element of fun is clearly threaded throughout the Daily Drills website, and in the clothes themselves. Their logo showcases three exclamation points, and can be seen incorporated into many of their apparel and accessories. But behind that fun, energetic facade lies a true thoughtfulness about the needs of their consumers – and of the practices behind the business.
“In the fashion industry, sustainability can obviously be hard to incorporate. So, at Daily Drills, we try to make pieces that can be styled [in many different ways], just to have less clothes that you need in your wardrobe.”
This notion of a minimalist, capsule wardrobe that leans less on fast-fashion is becoming more popular than ever for the sustainable consumer. Along with this ethos, Daily Drills leverages Carbon Neutral shipping protection from Route.
When consumers check out on the Daily Drills site, their customers can choose to protect their package with Route. By doing so, if their package is damaged, lost in transit, or stolen from their doorstep, they can automatically receive a refund or a replacement order – at no cost to them, or Daily Drills.
Plus, by protecting their package with Route, 100% of the carbon emissions from their order are neutralized through Route’s partnerships with GreenPlaces and Patch.
“I feel like every e-commerce brand honestly needs Route. It’s such an easy way for anyone in the clothing industry to add a bit of sustainability into their brand. It’s the first impression on our customer when they receive their package. We want that experience to be optimal, and I feel like Route just nails it.”
As a final thought, Crichlow reflected on how easy it was to get Route live on the Daily Drills site. “Route integrates so nicely with our Shopify channel, and the team is so responsive and easy when you reach out to them. They’re truly just the best.”
- Daily Drills bore the cost of refunds and replacement orders from lost, stolen, and damaged packages
- Handled claims internally
- Customers directed claims to customer service agents
- Route handles claims from start to finish, saving time and money
- Customers handle claims directly with Route, inspiring confidence and quick turnarounds
- Daily Drills’ support team can focus on more important customer communications