Craft and Culture launch second Rad Gals with April Pride

Craft and Culture are always looking for different ways to feature new and unique designers and their most recent idea comes in the form of the Rad Gals series. Rad Gals is dedicated to celebrating powerful women who are passionate about creativity, and April Pride is the latest designer to have been given the Rad Gals treatment.

Each series of Rad Gals sees Craft and Culture travel to the designer’s house and find out all about how they create balance between their work and personal life, as well as how their brand has developed around their individual values.

April Pride is a designer and entrepreneur from Seattle whose line grew from one, very special vintage halter dress. As more and more women approached her wanting to know where they could get one of their own, it occurred to April – an interior designer at the time – that her favourite dress could signal the next chapter in her life.

April set out launching “The Dress”, which then morphed into a clothing line that was based on that same silhouette and came in a range of stunning fabrics. In fact, this wardrobe staple has seen such success that her range has expanded to include it in a variety of colours and patterns.

On top of this, the item has inspired somewhat of a cult following in and around Seattle. Anyone lucky enough to live within a commutable distance of April’s home is also able to enjoy the opportunity to try the dress on for size in the comfort of her house.

Providing this service, says April, is an important part of what she does: “It’s important to me that when a woman comes over to try on the dress, she can immediately get a sense of my style and know whether the dress will work for her”.

To celebrate her feature as part of Rad Gals, April has teamed up with Craft and Culture to offer customers the chance to get their hands on the dress in an exclusive light grey, Portuguese linen. Beautifully versatile and the ultimate day-to-night outfit, the dress is sure to be a go-to staple for years to come, no matter which colour you choose.

Ellie Owen

April Pride’s exclusive Craft and Culture version of the dress is available now on Craft and Culture’s website. Prices start from $195 and one size fits most.

To find out more about April and see her full collection, visit her website or read her Rad Gals feature here.