It’s difficult to define Tanner Fletcher, a brand known for designs that sit in the in-between. Blending masculinity with femininity and vintage with new, the designers have managed to create a following of fans that look beyond the label when shopping. Founded by Tanner Richie and Fletcher Kasell, the genderless brand celebrates personal style by finding joy in clothing. Inspired by vintage furniture and home decor, their sheer pussybow blouses and bow-adorned suiting has been embraced by a new generation of boundary-pushing stars, including Bad Bunny and Troye Sivan.

Learn how the 2023 CFDA/Vogue Fashion Fund finalists built their brand below.

What is your earliest fashion memory?

Fletcher Kasell: My earliest fashion memory is getting ready for school. I lived in a small town in Northern Minnesota so my family would always take me to the Mall of America to go buy a fresh back to school wardrobe. It was a full weekend trip because it was three hours away from where we lived. I felt so special and was very particular about what I picked out. My parents allowed me complete freedom in what I wore. I don’t think I was inspired by anything specific; I just wore what spoke to me. I was heavily picked on in school for what I wore. I remember the confusing feeling of putting extensive attention to detail into what I wore just to be told it wasn’t “normal”. Luckily for me, this negative energy only fueled my artistic confidence. I knew I wasn’t like most and couldn’t be bothered with trying to be. This is a glimpse into one of the reasons Tanner Fletcher was formed and why the brand is centered around authenticity.

Tanner Richie: My mom, Adele, taught me the importance of being resourceful. We were always thrifting, looking for treasures whether it was a piece of furniture to refurbish, or a more valuable piece of clothing to resell. We funded multiple trips to NYC from Wisconsin off of thrifting and reselling. That’s how I learned the names of relevant designers, their value, quality and silhouettes. Then I would take a trip to New York to see what was going on for myself. I started making my own line of handbags, pouches and pillows I would produce myself, then host selling parties at my house where I would serve hors d’oeuvres and market my products. It’s another reason Tanner Fletcher is what it is. We actually thrifted and resold to raise the money we needed to fund a large portion of the startup and our living expenses while starting the brand.

What was your reaction to finding out you were a finalist?

F.K.: I don’t think I’ve ever felt so many emotions at the same time. The application process is intense so things build up. This has been a dream of both Tanner and I for quite some time. When we got the call letting us know that we made it to the top 10 finalists, all of these emotions came to the surface at the same time. I was practically shaking because I didn’t know what to do. Tears of joy welled up in Tanner’s eyes. We immediately called our parents to share the news. We felt validated and recognized. A payoff for the difficulties of starting a creative business. We already needed to present our collection to the panel of judges about a week later so we processed the good news the best we could then we got to work preparing for the start of CVFF 2023.

How would you describe your label?

F.K. & T.R.: Tanner Fletcher is a beautiful imaginary world unlike any other. It’s where we decide to live in our minds. Our whole job is to bring this internal world to the outside and invite others to join us there. Tanner Fletcher allows people to feel something comfortable whether it’s the feeling of nostalgia, or a feeling of acceptance. Our world is not plagued with racism, sexism, toxic masculinity or judgement of any kind. Our world is a place where people are allowed to be their authentic selves. We like to say we take our customers out of a box rather than put them in one.

What is a specific area of focus you are looking for help with?

F.K. & T.R.: We are looking for mentorship and professional connection in general. We’ve found being connected with people who are very familiar with the industry is so helpful because fashion is filled with endless, unexpected twists and turns. The more connected you are, the more likely someone you know has gone through the same thing as you. We are specifically looking to scale the business in a really sustainable way. Our creative minds are always coming up with new ideas and facets of our world. We have to balance all of these ideas and roll them out at the right time, size and bandwidth to achieve a healthy, thriving business.

Is there a goal or milestone you would like to accomplish with your brand in the future?

F.K. & T.R.: One thing is very clear with Tanner Fletcher, the vision. We have our sights set on a multitude of milestones including expansion into handbags, shoes and one day opening our own flagship store. Our biggest goal which is always evolving is our mission to create positive change in fashion when it comes to gender, sexuality, diversity and inclusion. This is the whole reason Tanner Fletcher exists and is the most important function of the brand. This holistic approach is built into everything we do, make, and envision. It’s sewn into every button, zipper and thread.

The 2023 CFDA/Vogue Fashion Fund finalists will be announced at the 2023 Vogue Forces of Fashion on October 19th.