Thursday, June 17, 2010

IndieShop, the Sundance of Home Shopping

Via Wall Street Journal

Towering brands like Gucci and Louis Vuitton may dominate ad pages and storefronts, but small designers are gaining a bigger foothold in fashion.

What Sundance did for indie film—showcasing it for a bigger audience—Web sites like Etsy are doing for the little guys of design. And starting this week, you can turn on your television and tune into IndieShop, which aims to take independent designs into living rooms across America. Running on various cable channels all over the country, the show is available in 40 million homes.

On IndieShop, Etsy meets Home Shopping Network. Consumers can watch independent fashion designers discuss their work in a talk-show format while a host coos over the styles. If viewers like what they see, they can text an order by cellphone or go to

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