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Essentially Casual

by Sofroina Timmons
Today's fashion is like a canvas in motion. This mandates that your wardrobe have the versatility to be spruced up or downplayed tastefully. The penguin attire for invitation only engagements is the thing of the past. This season go with summer trends using casual wear to its full potential. You will need a few statement pieces that can dictate any eventful evening.

This is where Discovery Clothing Company takes center stage with eye-popping hues of bold and bright neon colors to give new life to a warm season. All of your mix and matching outfit woes stop here! Expect rompers, dresses, flirty tops with ties and off-the-shoulder silhouettes, trendy bottoms such as skirts, pants, capris and baggy capris, jeans, coats and a wide variety of accessories to add flair to your creations. You can style yourself from head to toe without missing a single beat.

Celebrating 25 years, Discovery Clothing Company is one of the largest independently owned discount retailers. It is ran and operated by two brothers, Kenny and Jeff Goldman from Chicago. Discovery Clothing has twenty-six stores located in the Chicagoland area; Appleton, Milwaukee, Wisconsin, Schererville, Indiana and the dirty South, Hialeah, Florida. No matter where you reside Discovery Clothing has your style from whimsy to romantic, urban to street casual and much more.

Tell us about Discovery Clothing Company.
Discovery is your one-stop-shop for all the latest trends from head-to-toe, at wallet-friendly prices. Once you "discover" Discovery Clothing Company, you know you found your shopping haven.

Who do you envision wearing this collection?
Our target demographic is women between the ages of 14 and 35.

What can you say about some of the newest collections?
We feature the season’s top trends at the lowest prices. We receive new merchandise daily and carry such a huge selection of clothing, shoes and accessories--from casual to dressy and day to night. Women can update their wardrobe to fit their own personal style without racking up the credit cards.

What era in fashion do the lines carried by Discovery Clothing Company most resemble?
Discovery carries retro-inspired fashions reminiscent of many past eras--from 60's frocks to 80's tops.

How do you remain competitive in this market?
We offer the lowest prices in the area and carry all the latest brands as the mall but for way less.

What celebrity would you say exemplifies Discovery Clothing Company's style and why?
Taylor Swift, Rihanna and Katy Perry
all have a Discovery style and they often wear items that are very similar to what we have in-store. Our customers can get the look for less!

What do you think are the biggest trends right now?
Navajo and tribal prints are huge this season! Other trends include: bright colors, playful rompers, dressy shorts, maxi dresses, flirty tops and embellished sandals, to name a few.

What's next for Discovery Clothing Company?
We are looking into expanding our stores into other markets in the future.

Visit www.discoveryclothing.com for locations near you (You cannot purchase online, it's just for your little eye to spy on what you want!). Everything in the store is under $25.

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