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Express Aims for Millennial Makeover With New Wellness-Themed DTC Brand

Express Inc. is following the millennial playbook to a T. As its flagship brand looks to rebuild after a few quarters of declining revenue, the fast-fashion firm launched a new own-brand on Thursday: UpWest, a wellness-oriented DTC lifestyle brand built for the comfort-seeking millennial. UpWest will debut with a selection of apparel and home products,…

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