Written by Robbi Hart
Photographs by Stephanie Zollshan
The iconic designer and sustainability pioneer often lets her clothes, and her company’s values, do the talking. But we got the chance to speak with her—as well as the VP of Design Innovation (and local!) Julie Rubiner and Retail Marketing Manager Jaimie Lafrano—about putting down roots in the Berkshires
Why the Berkshires, and why now?
Fisher: I love Great Barrington. I’ve been coming to the Berkshires for years, for Kripalu and yoga, and our lead designer [Rubiner] lives here. Our brand is designed for a sophisticated consumer who appreciates natural fibers and cares about the land, which suits this region. Our teams are always looking for new locations, and Great Barrington seemed like the right community to share the holistic story of our brand. This is only our second lab store that will carry the breadth of the line (main line, sample line, and Renew, our vintage/recycled clothing).
Rubiner: I do my best thinking at my home herein the Berkshires because it’s quiet and I have time to process. I’ve always been hyper aware of the beauty, both personally and professionally. I also get to look at how people are dressing for everything from grocery shopping to art gallery openings and galas. There’s a Berkshire sensibility, versatility, and practicality.
Lafrano: When I visited Great Barrington, I immediately felt its unique vibe. The brand is about luxury and comfort, but there’s a lot more behind that. We’ve always been about sustainability, education, and giving back. Laura Berg [store leader from Northampton with 30 years of experience] will be moving closer to head up the 2,800-square-foot store on Main Street with local associates.
How do you define the brand, and keep it fresh?
Fisher: From the very beginning [1984], I’ve had a goal of simplifying getting dressed, helping women focus on fewer things and use them interchangeably to make their lives easier. I describe our clothes as having an earthy elegance. I was always interested in design. I majored in home economics at the University of Illinois but moved to architecture soon after, which informed my way of thinking. I didn’t study fashion, so I wasn’t trend focused, but I was very taken with Issey Miyake’s simple shapes and brilliant silhouettes and with Zoran’s work. I was fascinated by the idea that one design or shape could transcend time, so I started with four pieces—a box-top, cropped pant, shell, and vest. We want to encourage slow fashion—shopping slowly, buying better quality, investing in things that last.
Rubiner: It’s a constant dance trying to navigate the never-ending pursuit of newness and specialness without departing from our values. If it’s something we’ve perfected, we might shift the properties—a new fabric here, different color there, change in neckline or sleeve length—we work to keep the line timely and timeless.
Julie Rubiner is the lead designer at the Eileen Fisher brand—and a longtime Berkshires local. She and her husband, Matt, own Rubiner’s Cheesemongers down the block.
What do you look forward to doing with this store?
Fisher: It’s important to talk to customers to understand them better. In Irvington [the New York river town where the company is based] I walk along the waterfront. With Julie living nearby here, this store will be a place where she can talk with customers, hear their ideas, and use them to inform her designs.
Rubiner: I love the culture, values, quality, and sustainability of our brand and look forward to sharing that here. Opening a Great Barrington store knits my work life and personal life together—like an expanded design studio. I have continuous contact with our other stores, but having one in my daily life will be a unique opportunity to see and experience people wearing our brand in real time. The office will be right on the store floor, so we can hear what’s on people’s minds.
Lafrano: Our clothes are meant to make women of all ages, shapes, and sizes feel good in their bodies. This store will give a feel for Eileen Fisher at many different price points through our different lines, which opens the door for attracting and educating more people.
Why is sustainability so important?
Fisher: We’ve always prioritized environmental and social responsibility—sustainability is at the core of all of our design, sourcing, and production practices. All companies should offer sustainable materials and use best practices so that that’s what the industry stands for.
Rubiner: My background is in textiles, so my first focus is always about the feel of the fabrics/materials. We verify and trace every fiber we use. I’ve recently visited three countries to research regenerative wool-farming practices. We are always looking for ways to do less harm, more good. Since it’s a circular industry, we also take fiber and materials and make them new again. There are a lot of next-generation fibers now coming from textile waste (nylon, spandex, polyester)—we cap synthetic fiber at 5%, but the stretch is there for a reason.
How do education and outreach play a role?
Fisher: We decided to address the waste crisis by sharing our values, educating the public, and submitting reports. We hope to do more education at this location, host community events and collaborations (like knitting, mending, sewing), connect with other community leaders, partner with local yoga studios and spas. The Eileen Fisher Foundation, which empowers women and girls, is holding a summit this fall to help create awareness. We’re also getting involved with legislation to change the industry and broadening our focus to create more conscious consumers. Little things like washing in cold water and not buying synthetics can have a real impact.
Rubiner: It’s a natural extension of the Eileen Fisher values to reach out to the community—people involved with dance/the arts, beauty, self-care, being grounded, and maintaining balance. We’re all focused on easing women’s hectic lives.
How does offering an Employee Stock Ownership Plan tie into your ethos?
Fisher: We had a unique opportunity in 2006 when we had extra profits. My first thought was to share them, not sell the company, so we put 31% of the company into the plan [today, the number is closer to 40%]. All employees are eligible as long as they work a minimum of 1,000 hours in the plan year, which means people stay longer and feel more connected and dedicated to the company. It’s also great not to be pushed and pulled by the stock market—our responsibility is to our employees and customers, not our investor’s choices.
What’s next for Eileen (the person, not the brand)?
Fisher: I step in and out of the daily operations now [Lisa Williams became CEO in 2022], which gives me time for myself and for visiting family, my daughter in Brooklyn and son inWoodstock. I have a great life, and it just keeps getting better.
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Eileen Fisher
316 Main Street, Great Barrington
