Back to Black (and Pink!)

The Bombsheller Team loves April Fools. We never want to pull a “prank” that harms, but we can’t resist getting a little sassy on April 1st. We’ve been working on Noir Shells for a while now, and had the genius idea to release this long requested variant on the one day no one would take it seriously. This is known as a “bad idea” in retail. We’d prefer to see it as “hilarious” and hope our fans do too. 

For as along as we’ve been around, we’ve had UX designers and brand management experts telling us to “change gears” and tone it down to appear more approachable as a brand. “Don’t use the term ‘badass’; it’s too aggressive.” Most of us are no stranger to unsolicited advice.

April Fools gives us a chance to have fun with that advice and play up the “what if…?” The branding of Bombsheller has some strong wording and styling rules. Our tagline “Stay Badass,” is a call to remind yourself that you are great as you are now – but sometimes that wording gets us in awkward situations (mostly with Facebook Inc.) So, for April 1st, 2019, we played around with the idea of NegaBombsheller. What would a white website look like? How do we soften our graphics and copy? You can check out my joke blog post here.

*Cries in branding*


We launched at midnight. We were meticulous. The website landing page, Noir lookbook, product page, metadata, Twitter bio, Instagram bio, all comment responses were flipped for ONE DAY. That’s a lot of work for a one-off joke. A few days before April I had a lapse in faith. “At what point do we break character and say “April fools?” I asked, unsure. Our Web queen Arielle, Designer Ivy, and Community Manager Emily all turned to me and incredulously said “April 2nd!” They were fully committed to the bit. We would all go down with the ship if necessary.
The joke was that good. 

The website and brand flip were the joke; Noir Shells were NOT. We print our Shells on Fabric Fatale, a lux white fabric. We can’t print black Shells to our standard, so we went searching for a black fabric we could use to create some. After a tiring search, we found and fell in love with Noir Fatale (more on that in a later blog post) and started the process for creating Noir Shells. Noir Fatale is more compressive than our Fabric Fatale, but we’ve found most enjoy the tighter fit. I’ve worn an old prototype on every flight I’ve been on this year. I feel like incognito cat woman, effortlessly badass and comfy.

Jazzlyn Stone in Noir Shell prototypes.

The response was better than we could have hoped! As some people started digging around our shop and realized we weren’t joking, word started to spread. Friends of the team started texting us frantic questions. “Is this real?” We were high-fiving, popping confetti poppers, and celebrating when we slowly realized the orders were pouring in and not slowing down.

“Hey this was going really well!”
“Oh wow, they just surpassed our WicDiv launch!”
“Oh, haha, now they have passed our BitchPlanet launch!”
*nervous laughter intensifies*
“Oh wow, they’re still going….”
“WHAT HAVE WE DONE?”

In the end, we were the fools. We all learned a powerful lesson that on April 1st: if you mess with the bull, you get a ton of orders. Sometimes when people say “If you offered this in Black, I would be a million pairs” they are not kidding around. 
¯\_(ツ)_/¯

As is tradition, I would like to end this blog with a thousand thank yous. Thank you to our amazing fans that encourage us to have fun and get sassy. You’re the best fans in the world! Thank you to Arielle and Ivy for taking the joke ALL the way. Your attention to detail is baffling. Thank you to our amazing models, Camille Primous and Victoria Stone, and Photographer, Stephen Klise. The Noir lookbook is some of our best work to date. Thank you to our new Product Development lead, Rachel, who is the reason we’ve been able to launch new products this year. You’re killing it, girl! Thanks to our badass Production team, who all had to learn quite a few new techniques to make these work, but took it in stride and with flair. Your ability to work together and problem solve always makes me a bit weepy. I love you guys.

Finally, Thank you to our fans that helped us spread the word and ordered so many Noir Shells on a Monday launch. Your orders literally keep us going. We couldn’t do it without you! 

。・:*:・゚★,。・:*:・゚☆ S T A Y  B A D A S S  。・:*:・゚★,。・:*:・゚☆

by Jazzlyn