Success is in the jeans

 – Daughters of Station Casinos CEO develop their own clothing line

One scroll through their Instagram page, and the sisters spring to life in a grid of peach and creamy hues.

On social media and in the pages of their blog, Kelley Nemiro and Victoria Fertitta are photographed on the shores of far-flung vacation spots, giggling in each other’s arms, showcasing their favorite fashions and — in the past few weeks — sporting ankle jeans and pink pants with a big satin bow.

The daughters of Station Casinos CEO Frank Fertita III are carving out a new space for themselves as founders of the WilsonGabrielle clothing line.

The name came from their blog, launched more than three years ago, but it originated as the nicknames given to them by their mother when they were little.

“We had always wanted to start a clothing line,” says Nemiro. “And thought, ‘How can we start a clothing line but build a brand behind it first so people know who we are?’ ”

On their blog, the sisters alternate posting photos, short stories about their travels, style picks and favorite beauty products. Today they have more than 50,000 Instagram followers.

About nine months after launching the blog, the sisters started putting pen to paper and meeting with manufacturers in Los Angeles.

The styles are named after important women who inspired their venture into fashion.

“We knew we wanted a high-rise skinny (jean) so that came first,” says Nemiro. “And then a boyfriend cut, the Jill, because that’s classic.”

For about two years, Nemiro and Fertita finalized designs, traveled back-and-forth to L.A. and sampled fabric swatches before settling on a super-soft, four-way-stretch denim.

“It’s luxury denim,” says Nemiro. “I’m obsessed with the fabric. It’s made in the U.S. You can wear it tons of times, and it’s not going to like get destroyed in the wash.”

Revolve picked up the first five styles in early May, including three jeans, a pink jogger sweatpant and a coordinating crop top. One week later, four of the items sold out.

Along with a restock, the sisters are scheduling other designs to go to market, including namesake denim.

Fertitta’s Gabrielle jean is a take on a denim culotte with front-pocket details. “Victoria is really feminine, but she likes to do big trends,” says Nemiro. “It’ll be a fun piece for summer to wear with like tank tops and gold jewelry.”

Nemiro’s Wilson jean will feature a frayed waistband.

After three more designs hit Revolve’s website in June, the pair plans to release a few more by September.

“When we’re designing, we always think about ourselves,” says Nemiro. “Because there are tons of girls out there like us. We want denim every girl can wear.”

 
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