Dear friend,

I wanted to write, because what is happening at Eadie this month is not, really, a sale. It is something bigger. A lot of you have been around us supporting our brand from the beginning, and I wanted to personally share with you.

Twelve years ago, when this was a kitchen-table operation, many of you were the first people who said yes. You stayed through the seasons that worked and the ones that did not. You have also been through a lot of my life alongside it.

Eadie is becoming what it has been on its way to becoming for some time. The new identity launches in July. The energy of the brand is shifting from the doing-and-fixing-and moving too fast, of the early years into something with more room to intentionally breathe.

I recently found myself at a point where the commercial treadmill had taken me somewhere I no longer recognised, and I lost the thread back to why I started. So I stopped and decided to go back to finding the joy… the essence. It has been a long time coming.

The sale that is running is the by product of all of that. We are clearing the previous chapter to make room for what comes next, with many styles never coming back at any price. This is not a clearance, it’s a handover, to a new chapter at Eadie, and to the homes your are about to put these pieces into. I would much rather they live there than in our warehouse.

Thank you for being part of our journey. I am so excited to share our new chapter with you in the coming weeks but first, this.

Trudie x

  • POSITIVITY

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