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What Successful Entrepreneurs Do Differently the Second Time Around

Stylists Emily Current and Merritt Elliott had an instant success and a quick exit with their denim brand Current/Elliott in the 2010s. For their second venture, The Great, they’re taking an alternative approach.
Emily Current and Merritt Eliott, founders of The Great
Emily Current and Merritt Eliott, founders of The Great (Courtesy)

Emily Current and Merritt Elliott’s first fashion business was a runaway success.

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There’s long been an allure attached to the Golden State, but it’s hit a new cultural resonance in the wake of the pandemic. A cohort of brands that put the Californian lifestyle at their centre are seeing a wave of interest, and growth.

About the author
Diana Pearl
Diana Pearl

Diana Pearl is Senior News and Features Editor at The Business of Fashion. She is based in New York and drives BoF’s marketing and media coverage.

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