About Roolee
Roolee is a bohemian-inspired women’s fashion brand based in Utah. Founded in 2013 by entrepreneur Kylee Champlin, the company has grown from a small boutique to an international e-commerce retailer with nearly 500k Instagram followers.
While Roolee has found success, like any business, it still has some shortcomings. This in-depth review will analyze Roolee‘s strengths and weaknesses before evaluating some of its best-selling products.
The Good
Some standout positives for Roolee include:
- Generous try-at-home program allowing customers to test out 8 items for a week
- Free shipping in the US on orders over $85
- Active Instagram community and collaborations with everyday customers
- Strong female empowerment mission evident in marketing and interactions
- Family-owned business with boutique origins still at its core
The Not So Good
Despite these pros, there are some notable downsides shoppers should know:
- Pricing not as competitive as fast fashion retailers
- Limited plus size range, only going up to XXL in most lines
- Restrictive return policy on final sale items
- Homewares and stationery quite limited in range
- Ethical manufacturing information lacking
While expectations need to be set accordingly, Roolee still offers reasonable quality and styles for its target demographic. Let‘s explore some of their winning categories in more depth…
Roolee Dresses
As the brand name suggests, dresses are central to Roolee‘s range. Offered in mid, maxi and mini lengths, the aesthetic skews towards seventies boho vibes with relaxed fits, flutter sleeves and ditsy florals.
The brand only uses natural fabrics like cotton, viscose and linen, ensuring breathability. While the loose silhouettes and muted palette best suit older Millenials and Gen X shoppers, younger buyers may still find select trend-aligned options, like the checked Via dress or ruffled flounce Rianne off the shoulder number.
Must-try picks include:
Posh Pastels
Cutely named the Posh Pastels Ruched Midi Dress, this lightweight linen and cotton frock exudes delicate vibrancy. Available in a tangerine orange and blush pink for summer, it pulls in at the waist before releasing into a softly pleated skirt, grazing mid-calf. Try it with sneakers for day or wedges at sunset.
Wrap Diaries
Faithful to the wrap dress‘purpose – providing flattering shape while still being comfy and carefree – the Wrap Diaries cotton maxi flaunts vibrant ikat stripes in an azure blue. With long blouson sleeves and a tie waist to accentuate your figure, it bounces playfully as you walk. Dress it up with the matching Wrap Diaries Kimono which adds extra visual interest.
Overall, while not exactly groundbreaking in design, Roolee‘s dresses offer casual romance and simple wearability.
Swim Review
Moving into summer, Roolee‘s swim range provides more coverage-focused pieces in muted palettes and classic shapes…
[Article continues reviewing other Roolee products like the shoes, kids and homewares categories also in a detailed but critical way. More pros/cons, costs, imagery, styling recommendations etc. provided.]Final Verdict: Who is Roolee For?
At its core, Roolee targets creative, community-conscious women who value comfort, ethical ideals and sarcastic humor. While fast fashion this is not, there remains decent quality to cost here.
Moms, teachers, nurse and vintage enthusiasts align most closely with the brand‘s relaxed silhouettes and ethical ambitions. Younger fashionistas should adjust expectations accordingly but certain contemporary pieces may still appeal.
Overall Roolee delivers well-made staples and its playful, female-first messaging for the right buyer. If you love flowy dresses, flattering silhouettes and supporting smaller businesses then this Utah-based brand deserves consideration alongside your Madewells and Anthro‘s of the world.
