12 Days of Drops
A Not-So-Little Holiday Tradition
If you’ve been following along these past couple of days, you know we’re right in the middle of one of my favorite traditions of the year: 12 Days of Drops. Every morning at 10 A.M. Eastern, from December 1st through December 12th, we reveal something new — a true daily ritual for our community and for our team.
(Pictured above: the Drop 3 Banner Hoodie in Cloud)
When Sarah and I first dreamed up the idea, we were tiny. No systems, no protocols, no team messages firing at all hours. Just the two of us building something we loved. So running this series now, at our current scale, is… a lot. A joyful lot, but still a lot. And this year, we have a very special surprise coming on the 12th — a collaboration that’s been nearly a year in the making. I genuinely think you’re going to lose your mind when you see it. It’s been crafted with so much intention and care. We cannot wait for you to see it!
Why I Love Creating “Moments”
One of the most meaningful parts of building a brand, at least for me, is the ability to create little moments you can look forward to. When we launched the brand in the middle of COVID, my favorite messages were the ones that said things like:
“I look forward to Fridays because of your drops. It gives me a reason to wake up.”
At a time when so many of us felt isolated, depressed, or disconnected, those messages meant everything. They reminded me that a brand can be more than clothing — it can offer joy, anticipation, and a small spark of comfort.
And the holidays can be complicated. For some people, it’s joy and celebration. For others, it’s stress, expectations, or family dynamics that make the season feel heavier than it looks on Instagram. So 12 Days of Drops was really created as a way to infuse some magic into December — a daily moment of delight, whether you’re shopping for yourself or checking someone off your list.
(For the record: we think of Black Friday as “shop for others” and 12 Days of Drops as “shop for yourself… or okay, yes anyone you love.”)
Holiday Season at Home
On a personal note, my holidays started early this year. I decorated in November — which I know some people consider sacrilegious — but flipping the entire house into garland, trees, lights, and little cozy touches takes a lot, and I wanted to enjoy the magic for longer. If you haven’t decorated yet, consider this your sign: put on Champagne Problems on Netflix (highly recommend), make a gingerbread house, and just allow yourself to be in the spirit.
Side tip: Trader Joe’s gingerbread kits? Elite. They have actual structural integrity. Target’s? Built exclusively for heartbreak. I did a gingerbread house competition with friends last weekend and it was unreasonably fun. Highly recommend.
I’ve also been deep in my baking era. Lots of sourdough, real gingerbread, and sugar cookies on the way. And mulled wine — always mulled wine. The first time I had it was in Budapest during the holidays when I was in the Peace Corps, and it was freezing. Like step-outside-and-your-eyes-water freezing. The locals insisted I get mulled wine to stay warm, and ever since, it’s held this nostalgic little corner of my heart.
My go-to recipe:
Orange (no peel), clove, cinnamon sticks, a bottle of wine, and a splash of maple syrup if you want sweetness (but you truly don’t need it). Heat it gently — never let it boil — and let your whole house smell like Christmas.
A Moment of Gratitude
Before I close this out, I want to say something that I don’t always slow down enough to say:
Thank you. Truly.
1987 has had our biggest, most explosive year yet — and that is entirely because of you. We’ve worked endlessly behind the scenes to make this month feel magical for you:
Daily drops, daily giveaways, SMS, email, social, all the product details, the size charts, the editing, the hero images, the audios, the approvals… it is A LOT. And we do it because we love it, and because we love this community.
We’re also closing in on receiving our pre-order hoodies at the warehouse any day now. Those were always promised for November–December delivery, so we’re still on track — but we’ll keep you updated individually as orders ship.
And something small but meaningful: I just received a personal written note from Dana-Farber thanking us for our breast cancer campaign contribution this year. It stopped me in my tracks. Growing a business is amazing, but knowing we can actually do good with it… that’s the part that fulfills me deepest.
Whether 1987 is something you reach for on a hard day, a cozy day, or a celebratory one, I hope it brings comfort. I hope it adds a little joy. And I hope you can feel how much love we put into every single piece — whether it’s your first 1987 item or your hundredth.
Thank you for being here, for supporting us, and for making this year the most meaningful one yet.
The best is still ahead.
And trust me… December 12th is going to be one for the books.
-Jen
Founder and CEO
1987 Label
(P.S. — Would you be interested in basics from us? I’m wearing a super-soft Modal sample below, and I’m genuinely obsessed. I’d love to develop a simple pant/top set in this fabric because it is so incredibly soft.)
