The Rośe by Sami Miró is making its debut as the second label for the designer and founder. Miró’s new brand was created under a two-year exclusive distribution and licensing deal with Pacsun, while Miró retains the IP of the brand, the company revealed Thursday.
Following the launch of her first brand in 2016, Sami Miró Vintage, the new Pacsun womenswear brand showcases its first collection, with eight more chapters to follow over the next two years.
“I’ve tried to show that conscious decision-making and commercial success can go hand in hand,” Miró said in an exclusive interview. “But that ambition was out of reach for many of the women who inspired it. I’ve spent a decade building slowly and intentionally — and somewhere in the process of growing Sami Miro Vintage, this became a dream of mine: to bring my ethics and my design language to the world at true scale.”
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The CFDA/Vogue Fashion Fund finalist designer noted that over the 10 years of building Sami Miro Vintage, she used various models when approaching circular fashion — which Miró points to as proof that ethical clothing sells. She created one-of-one reconstructed pieces, limited-run collections cut from deadstock, high-volume vintage upcycled denim and the brand’s own sustainable fabric development of organic hemp, cotton terry and Tencel eucalyptus rib.
“Every time I watched someone connect with a piece made with intention, that glimmer, the dream got bigger,” she continued. “When it came time to build my first ready-to-wear brand, I wanted it built the same way I’ve built everything: with a partner, not just a distributor. Pacsun didn’t want to license my name and disappear. They were in the design room with me; they led production and they created a real retail home for the brand. They have something no one else offered me: a genuine relationship with the next generation of women deciding right now what style means to them.”
The name of the brand, The Rośe, comes from what she would’ve been named if Miró’s first name wasn’t chosen — and it became her alter ego, which she said is the “most authentic version” of herself. Miró said this was the most important to her when creating the brand, as it is the guiding ethos of being “made to be kept.”
The Rośe brand collection of everyday elevated essentials continues the designer’s focus on a sustainable wardrobe. The 25 styles include a range of materials such as 100 percent cotton denim and regenerative options alongside cotton-rich rib knits, jersey and elevated fleece staples.
The collection is largely devoid of logos — with the exception of the front of her denim button showcasing branding for the new line. The brand shared that its signatures define the collection with custom-engraved mixed-metal hardware and raw-edge finishes.
In contrast to Sami Miro Vintage, The Rośe differs in what stage of the journey the brand’s consumer audience is at. She said that the Pacsun-developed brand is more conservative, less revealing and has more wearability among its age range — it also features a more accessible price point.
“My audience has grown with me for a decade. They care about intention and why a garment exists, not just how it looks. Pacsun’s customer is forming that relationship with fashion right now, and she’s sharper about it than any generation before her,” she explained.
Miró’s overall philosophy is showing younger women that ethics and style are not in conflict with each other. The new brand is designed for the same woman at different points throughout her life and story — specifically, she designed it with herself and her friends in mind.
While Miró made The Rośe brand’s price point more accessible, she emphasized that this collection was never about making a “cheaper version of her work” and she didn’t “design down to a price.” Instead, she created it “without sacrifices” and “refused to let the price point compromise it.” For the brand, every product created needed to still be something the consumer was interested in five years from now.
“Sami has such a distinct design perspective and a clear understanding of the woman she is designing for — and we were excited to help bring her vision for The Róse to life. This was a true collaboration with our teams working closely with Sami throughout the design process, leading production and creating a retail home for the brand at Pacsun. What makes the partnership especially exciting is the opportunity to introduce The Róse to our community while also bringing Sami’s audience into the Pacsun world. It’s a natural exchange between two audiences that share an appreciation for strong design, individuality and personal style,” said Richard Cox, chief merchandising officer at Pacsun.
As part of its rollout, The Rośe will be available across the U.S. in Pacsun’s top 50 stores, including SoHo in New York, Mall of America in Minnesota, Scottsdale in Arizona, Galleria at Roseville in California, King of Prussia in Pennsylvania, Tysons Corner in Virginia, Garden State in New Jersey, Roosevelt Field in New York, Boca Raton in Florida, Burlington Mall in Massachusetts, The Woodlands in Texas and more.
The Rośe retails for $30 to $100 and is available online and in select Pacsun stores across the U.S.
