Maurices Evsie

Maurices, a brand with over 90 years of history offering “feel-good fashion for real life” to women, wanted to expand into the tween market in 2022. Their goal was to create a brand that made it easier for moms and daughters to shop together, stay stylish, and do so affordably. The new line needed to resonate with a younger audience, while maintaining the fun, approachable spirit of the Maurices brand.

Evsie was chosen because:

• It feels youthful, fun, and feminine, aligning perfectly with the tween market.
• The name is easy to say, memorable, and has a playful tone that appeals to both mothers and daughters.
• It’s inclusive, conveying a style for every girl, regardless of her personality or fashion preferences.

Evsie quickly became a hit in the tween market, offering a stylish and affordable option for moms and daughters to enjoy shopping together. The name successfully captured the essence of youthful fun and inclusivity, helping Maurices expand into a new demographic, while staying true to its core values of fashion and comfort.