Then came $365 foam rollers and $1,000 yoga mats. And now: $320 workout tights you basically have to pass a background check to be allowed to buy. Each piece in the all-black collection (two sports bras, one pair of shorts, a sheer cardigan and the leggings) was numbered like a limited-edition lithograph, and they have all sold out. To buy anything, hopefuls (who mostly heard about the brand by word of mouth) had to request access to the Wone website by clicking a button. Ms. Hildebrand, 36, then Googled aspiring customers — “these people have fascinating lives,” she said — before writing to some personally to grant them one-week access to make a purchase.

Source: New York Times October 31, 2018 17:12 UTC