13 Stylish Facts About dELiA*s

Lucy Quintanilla
Lucy Quintanilla

Millennial women across the United States will remember rushing to their mailboxes after school to grab the hottest catalog of the ‘90s: dELiA*s. The groundbreaking magalog, which debuted in 1994, was, by 1998, sending out 55 million catalogs a year. REaD oN fOr A fEw fUN fACts aBoUt dELiA*s.

1. THE COMPANY WAS FOUNDED BY TWO MALE YALE GRADS.

Stephen Kahn and Christopher Edgar, former Yale roommates, were in their 20s when they started dELiA*s in New York in 1993. Kahn—who, after Yale, had studied political philosophy and Victorian history at Oxford—had taken a job at the brokerage firm PaineWebber and was studying for his MBA at night. But he was bored. He wanted to run his own company. “I was interested in being more creative,” Kahn told Crain’s New York Business in 1998. “And I wanted to make a lot of money.” He convinced Edgar to leave his comparative literature Ph.D. program at Columbia University to start the company. Kahn provided $100,000 of his own money, and his father provided another $100,000.

2. DELIA*S WAS ORIGINALLY AIMED AT COLLEGE-AGED WOMEN.

In the early ‘90s, 90 percent of catalogs were aimed at women aged 30 to 50; it was seeing fashionable undergrads at Columbia that inspired Kahn and Edgar to launch a catalog aimed at selling clothes to college-aged women. They called the catalog dELiA*s. (Where that name came from is a mystery.) Initially, they created 20,000 catalogs and, in 1994, hired students to distribute them around college campuses.

But the response from college women, Kahn told Chief Marketer in 1998, was “lukewarm.” After running ads for the catalog in a few magazines, they found a new market: the college students’ little sisters. “We got a huge response from high school kids,” Kahn said. “So basically the market found us.”

They expanded their customer base to include 10- to 24-year-olds with the goal of giving girls who might not live in areas with tons of shops for them an opportunity to buy cool clothes. (Fortune’s summation of the company’s strategy, from a 1997 article, is too amazing not to share: “Today’s average 14-year-old girl in Des Moines is just as hip to what’s hot as the 14-year-old in suburban Los Angeles … She, too, wants shiny avalanche pants and baby-T’s, but she’s stuck in the backwoods with nowhere to shop but her local Wal-Mart. Delia’s body glitter, like Dorothy’s red shoes, transports her from the farm to Melrose Avenue.”) “We felt that this group was not well served,” Edgar told The New York Times in 1997. “There wasn’t a recognition of these kids as real consumers.”

The first catalog hit campuses in the fall 1994, and quickly became a hit: Within four years, the company had annual sales of $158 million. When it went public in 1996, Kahn’s 57 percent share of the stock was worth $163 million.

3. KAHN AND EDGAR WOOED INVESTORS BY COMPARING dELiA*s TO MTV.

In the ‘90s, it was tough to get investors to put their money into catalogs. According to the Los Angeles Times, they “often doubted that teens will bother to leaf through pages and manipulate measuring tapes.” But dELiA*s was able to land financing by comparing its catalog to MTV’s programming. “We told them to think of us as a ‘channel’ through which you can program different types of apparel brands,” Evan Guillemin, the company's chief financial officer, told the Los Angeles Times in 1997. “We, like MTV, stay constant … but we’ll provide them with a constantly changing assortment of designs and brands.”

4. CREATIVE DIRECTOR CHARLENE BENSON HAD A DAY JOB AND WORKED ON DELIA*S AT NIGHT FOR THE FIRST YEAR.

The cover of the first-ever dELiA*s catalog
The cover of the first-ever dELiA*s catalog.
Courtesy of Charlene Benson

With its irregular capitalization and engaging photos, dELiA*s was a standout from the start. That strategy came from creative director Charlene Benson and her collaborators. Benson was the art director of Mademoiselle magazine when she got the dELiA*s gig—and she kept that day job for a full year while producing the catalog at night.

How Benson got the dELiA*s job is what she calls a “folksy” story: One of her friends, the writer Hilton Als, met Kahn at an art show, and they got to talking about the catalog. Benson went in for an interview. The office was casual; “It looked like they had collected all the furniture off the street,” Benson tells Mental Floss. “They didn’t really have an idea of what it should be yet. They wanted to know if I knew how to put together a photo shoot, how to do the layout, how to talk to printers. It was more of the business part of it.”

Given pretty much free rein—albeit on a shoestring budget—Benson hired some help and got to work … at night, after she finished at her day job. And though she loved working at Mademoiselle (which was, she says, “wonderful”), dELiA*s gave her a different kind of opportunity. “I did all of the things that I didn’t get to do at Mademoiselle—choose the pictures where the girls were making faces, and have kind of more chaotic layouts, and just have a certain kind of fun and a certain kind of real girl-ness that I always missed working at a Condé Nast fashion magazine,” she says.

That included randomly capitalized type. “We really liked that mixed up and down type,” Benson says. “Sassy had kind of done something like that [before dELiA*s] and we really liked it. But because I was such a bad typist a lot of times my typing would kind of look like that, so it was like, ‘This feels right.’”

Benson didn’t do any market research to create the catalog, but she did look at teen magazines that were available at the time. “When I looked at teen stuff it was a lot of ‘how to kiss a boy,’ or ‘how to know if he likes you.’” She and her team decided to do the opposite: “It was kind of like, ‘Let’s do something where that’s not in the picture yet or maybe it’s not the most important thing to her—that she’s more creative, and she’s more interesting, and she’s more about her friends still.”

The copy in the catalog (an example: “wOulD YoU rAtHeR bE iN a cAve oF sNakEs oR a bAthTub fUlL oF sluGs?”) also reflected that—something Benson says parents appreciated. “I got a lot of nice notes from moms that would be like, ‘Oh thank you for the funny copy. My daughter and I had a really beautiful moment reading it together.’”

The first catalog, which Benson says “wasn’t totally baked,” was a huge success; Edgar came back to Benson in two months and said they’d sold every piece of merchandise. “He was like, ‘So we want to do another one,’ and I was like ‘Wow, didn’t you find that first one really difficult?’,” Benson says, laughing. “And so we did another one. ... I did that for a year and was still working at Mademoiselle and I just basically had no life,” Benson says. After that year, Kahn and Edgar asked Benson to come on full-time, and she left Mademoiselle. “That’s really when we made the catalog grow.”

5. THERE WAS A “FICTIONAL DELIA.”

Though no one knows where the name Delia came from (Benson calls it "one of the great mysteries"), according to Jim Trzaska, dELiA*s' photo producer, there was a fictional Delia who “was supposed to be a girl’s girl who loved hanging out with her friends above all else, and dressed for herself rather than to attract boys. That naturally set the tone at the photo shoots as well.”

6. THE CREW HAD A STRATEGY FOR MAKING PHOTO SHOOTS FUN.

A page from the Summer '97 dELiA*s catalog.

Rarely will you find a girl in a dELiA*s catalog smiling; she’s more likely to be making a funny face or looking like she’s having the time of her life. They were looking for a particular type of girl, Benson says—someone who was expressive. "Sometimes I would ask them, 'Do you want to be an actress someday?' The actual shoots were super fun. We just had the funniest crew, and the stylist that we worked with consistently, Galadriel Masterson, was just really, really funny and she had this way of teaching the girls how to be on set and how to express themselves. She had a really good idea for how to put the stuff together because we weren’t match-y and we weren’t outfit-y. We just shot a lot of film until we got the funny pictures we wanted." Benson brought on Kevin Hatt to photograph the early catalogs, and later, Mei Tao shot them.

According to the models who participated in those shoots—who typically had already appeared in teen mags like Seventeen—they really were awesome. “Every single one was fun,” model Kim Matulova told MTV. “There was always a lot of energy and it was very natural, unforced, and spur-of-the-moment. [The photographer] would just turn on the music and let us girls do our thing, and he’d capture it.”

The photographer shot on Polaroid, and the models would get to take some photos home at the end of the shoot. “I have a huge box at my mom’s house full of old Polaroids and outtakes,” Matulova said.

A page from the Summer '97 dELiA*s catalog.

The crew also had a strategy for getting girls to let loose. “One thing that always got a big reaction from everyone on set was a fake boy named ‘Billy’ who was invented by our lead stylist, Galadriel Masterson,” Trzaska told Refinery 29. “Depending on what kind of mood we needed from the model, ‘Billy’ could be anyone from a shady ex-boyfriend to a bratty little brother or a gay best friend. He definitely helped us get the shot on more than one occasion.”

7. YOU MIGHT FIND SOME FAMOUS FACES IN YOUR OLD CATALOGS.

Miranda Kerr, Brooklyn Decker, Rosie Huntington-Whiteley, Cassie, and Krysten Ritter all struck a pose for dELiA*s back in the day.

8. AT ITS PEAK, THE COMPANY GOT THOUSANDS OF CATALOG REQUESTS DAILY.


Courtesy of Charlene Benson

According to Chief Marketer, by August 1998, Delia’s was receiving 3000 to 5000 catalog requests every single day. (Some outlets suggest the number was as high as 7000 requests a day.) The company had a whopping 5 million names in its database, each one accompanied by its precise order history.

According to The Cut, 4 million people—or 10 percent of the 40 million female Millennials currently living in the United States—have requested a dELiA*s catalog.

9. THERE WERE PLENTY OF COPYCATS.

Not surprisingly, dELiA*s' massive success led to a number of “magalog” competitors, including Zoe, Wet Seal, moXiegirl (or mXg), Alloy, Airshop, and Just Nikki. But Kahn was not threatened by the competition. “People will try to play catch-up,” he told Chief Marketer. “There will be a shakeout on the imitator side. Most of these guys will lose a lot of money for a long time.”

10. THERE WAS A SPIN-OFF FOR BOYS.

Droog, a.k.a. dELiA*s for boys, launched in 1998. Though it, too, aimed for a market Kahn and Co. thought was untapped, its approach was different than its big sister’s: Instead of being shot in a studio, Droog was shot in fields and parking lots. Its centerfold featured a car, shot head on, bearing a license plate which read “Droog.” The name was the result of a company contest. It was, Kahn told Catalog Age in 1999, a “natural progression from dELiA*s” that featured “streetwear, workwear, and urban and athletic lines.”

Sadly, Droog did not find the same success as dELiA*s; according to Catalog Age, it folded in 2000.

11. THERE WAS A CATALOG FOR HOME FURNISHINGS, TOO.

Contents, which featured roomwares for teens, launched in the late ‘90s. Says Benson, who collaborated with a designer named Whitney Delgado on the catalog: "I love the pictures so much, and those crazy rooms that we built."

12. THE BRICK-AND-MORTAR STORES POSED A PARTICULAR CHALLENGE FOR BENSON.

A Delia's storefront.
Mike Mozart, Flickr // CC BY 2.0

Following the launch of its website in 1998 (which, according to Chain Store Age accounted for two to three percent of the company's total sales in just two weeks online), dELiA*s began opening brick-and-mortar stores in 1999. Creating the look of the stores was, according to Benson, a tough but rewarding assignment.

To help, the company enlisted visual merchandiser Renee Viola and hired store designer John Farnum, who had worked with Nike. “The tricky part was like ‘OK, we have this thing, it looks like this and feels like this in print. How do we bring what’s happening here into the stores?’” she says. “We didn’t want to lose what we had. From a design standpoint and a building creative team standpoint, it was super fun—I haven’t been in a store development process that was so collaborative since. It was quite wonderful.”

13. THE COMPANY WAS SOLD, WENT OUT OF BUSINESS, AND CAME BACK FROM THE DEAD.

In 2003, amidst decreasing sales, dELiA*s was sold to Alloy, its former competitor, for $50 million. (Catalog Age called it “one of the hottest pairings in teendom since Britney and Justin.”) Alloy at first absorbed the company; then, two years later, spun it off again so it was a separate entity. In 2014, after it lost $57 million, dELiA*s filed for bankruptcy; all of its retail locations and its website were shuttered by March 2015.

But that wasn’t the end. In early 2015, Delia’s was purchased by Steve Russo and other investors and relaunched that August. “In speaking to women who came of age in the ‘90s, they all said they couldn’t wait to receive their dELiA*s catalog in the mail after school,” Russo told The Huffington Post. “The company in those days was visionary, with its inclusive product assortment. We saw an opportunity to revive that excitement in every girl again through print catalogs, exciting new social media campaigns, and a strong e-commerce presence.” You can shop here.

What’s Better Than a Dog in a Sweater? A Sweater That Shows an Image of Your Dog in a Sweater

Sweater Hound
Sweater Hound

If you think the sight of someone walking their sweater-clad dog is just about the cutest thing in the world, you’re absolutely correct. But what if that person was wearing a sweater that showed an image of their dog wearing a sweater? If you think that sounds even cuter, you’re in for a treat.

According to People, New York-based apparel company Sweater Hound will knit you a sweater that displays an image of your dog in a sweater—all you have to do is submit your favorite photo of your dog. And, because not all dogs love wearing sweaters in real life, your dog doesn’t have to be wearing a sweater in the photo you upload.

Each sweater is made from a combination of acrylic and recycled cotton, and will prove to your pet that you truly do love them more than anyone else (unless you already own sweaters emblazoned with the faces of your friends and family).

The sweaters, which cost $98 each, come in both child and adult sizes, and you can choose between cream, navy, black, and gray. The options don’t stop there—Sweater Hound offers sweaters that show your dog wearing just a bow tie, a bow tie and a sweater, a Santa hat and scarf, reindeer ears and a sweater, or even a “Super Dog” cape and domino mask outfit.

sweater hound dog wearing a bow tie on a sweater
Sweater Hound

If sweaters aren’t really your style, there are also hoodies and sweatpants decorated with a smaller, logo-sized image of your dog. Or, you could snuggle with your prized pooch underneath a warm blanket bearing a rather giant image of said pooch.

blanket with an image of a dog wearing a bow tie and sweater
Sweater Hound

While the company does specialize in creating dog-related products, they’ll do their best to accommodate people who love salamanders in Santa hats, birds in bow ties, and other pets wearing clothes. You can email them at Hello@Sweaterhound.com to discuss your options.

If you’re hoping to get someone a gift from Sweater Hound this holiday season, you should act fast: You have to place your order by December 4 in order to guarantee delivery before Christmas, and that date will likely change as the days go by.

Adorable, customizable clothing is just one of the many perks of being a dog owner—here are 10 more scientifically proven benefits.

[h/t People]

Mental Floss has affiliate relationships with certain retailers and may receive a small percentage of any sale. But we choose all products independently and only get commission on items you buy and don't return, so we're only happy if you're happy. Thanks for helping us pay the bills!

10 Splendid Gifts for Royal Family Fanatics

Funko/Amazon
Funko/Amazon

Between the never-ending publicity surrounding Meghan Markle and the long-awaited third season of The Crown on Netflix, Americans seem to be tuning into the intimate goings-on of England’s most famous family now more than ever. From corgi-covered socks to a Kate Middleton fashion coloring book, here are 10 brilliant products to help you showcase your passion for all things royal.

1. Royal Windsor Monopoly; $56

windsor castle monopoly
Winning Moves Games/Amazon

Forget Baltic Avenue and Marvin Gardens—take your tiny top hat on a tour of the Windsor grounds, from St. George’s Chapel to Eton College. This edition of Elizabeth Magie’s classic board game still has many opportunities for taxes, bankruptcy, and jail, but with an undeniable air of sophistication.

Buy It: Amazon

2. Corgi Socks; $7

corgi socks
Hot Sox

Celebrate Queen Elizabeth II’s long-standing love for corgis by sporting some of the smiling puppers on your very own two feet.

Buy It: Amazon

3. Princess Diana Funko POP! Doll; $9

princess diana funko pop doll
Funko/Amazon

While you’re waiting to see Emma Corrin portray Princess Diana in season four of The Crown, treat your toy shelf to a Funko Diana doll, clad in her iconic black gown. There are more royal Funkos, too, like Queen Elizabeth II, Prince Harry, and Kate Middleton.

Buy It: Amazon

4. Twinings Earl Grey Tea; $9

twinings earl grey tea
Twinings/Amazon

Twinings has been the official tea supplier of the Royal Household since the 19th century, and according to former royal chef Darren McGrady, the Queen likes Earl Grey the best. If you really want to mirror the monarch’s preferences, add a splash of milk—but skip the sugar.

Buy It: Amazon

5. Royally British Mug; $16

royally british mug
Victoria Eggs/Amazon

What better way to sip the Queen’s favorite tea than from a teacup bearing symbols of her kingdom? Not only is this 12-ounce bone china mug hand-illustrated with Balmoral Castle, Windsor Castle, and Buckingham Palace, it also features all of the UK’s national flowers: England’s rose, Wales’s daffodil, Scotland’s thistle, and Northern Ireland’s shamrock.

Buy It: Amazon

6. Kate Middleton Royal Fashions Coloring Book; $4

kate middleton fashion coloring book
E.R. Miller Designs

Kate Middleton manages to stick to the many royal family fashion rules while still stepping out in some impressively voguish ensembles. Add your own polychromatic flair to her most memorable looks in this coloring book, with special appearances by Prince William and more.

Buy It: Amazon

7. How to Speak Brit; $16

how to speak brit book
Avery/Amazon

Though the royal family doesn’t likely deign to speak the slang of the masses, How to Speak Brit also contains plenty of posh phrases, along with explanations of how they came to be. This dictionary-slash-cultural-study is handy for anyone who watches Downton Abbey, The Great British Bake Off, or any other British television series or film.

Buy It: Amazon

8. LEGO Buckingham Palace Set; $72

lego buckingham palace set
LEGO/Amazon

This 780-piece buildable version of Queen Elizabeth II’s primary residence includes a double-decker bus, black cab, and the Victoria Memorial. It also comes with a booklet on the design, architecture, and history of Buckingham Palace.

Buy It: Amazon

9. Royal Carriage Jewelry Box; $17

qifu royal carriage jewelry box
Qifu/Amazon

We can’t all roll up to special events in a gold-embellished stagecoach, but we can store our jewelry in one. The Fabergé egg-inspired design of this carriage makes it a perfect mantelpiece decoration, too.

Buy It: Amazon

10. Buckingham Palace Jigsaw Puzzle; $30

buckingham palace jigsaw puzzle
Gibsons/Amazon

This 1000-piece puzzle depicts the scene at Buckingham Palace during the Queen’s birthday celebration. In the image, Queen Elizabeth II and Prince Philip are trotting off to Horse Guard's Parade for Trooping the Colour, the Queen’s annual inspection of the military.

Buy It: Amazon

Mental Floss has affiliate relationships with certain retailers and may receive a small percentage of any sale. But we choose all products independently and only get commission on items you buy and don’t return, so we’re only happy if you’re happy. Thanks for helping us pay the bills!

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