It's OK that not all their customers will recognize Rodarte. "We felt we had a broad audience of customers. We look for unique and differentiated, not necessarily looking for 'mainstream.' ... People buy with their eyes."
Laura Mulleavy said designing the products came fairly easy, especially since they are daily coffee drinkers, but it was a challenge to adapt to the small surface of the gift card.
The look also had to appeal to both men and women, not something in Rodarte's usual womenswear repertoire.