Eda Schottenstein Launches New Clothing Line

By Danit Shusterman

Meet Eda Schottenstein, a dynamic mom of four, wife to a successful entrepreneur, a USA-top-1% podcast host, philanthropist, psychotherapist, certified ADHD coach, and the CEO and founder of both Multi-Role Woman and REDI.

I recently had the pleasure of interviewing Eda about her new clothing line and company REDI. After hearing Eda’s inspiring story and speaking to her husband David about the business side, I knew this new company would be destined for great things.

As a mom constantly on the go, Eda faced the challenge of starting her day with purpose. ‘The first hour of the day,’ she says ‘is the key to setting the tone for the entire day.’ Yet, in her closet, where possibilities should be endless, she found herself grappling with an abundance of clothes but struggled to piece together outfits that checked all the boxes—modesty, comfort, and functionality, without letting it become a time draining exercise.

The need for a quick, go-to solution was clear. Eda wanted something that was not only flattering, but that could effortlessly adapt from morning carpool to recording studio to business meeting to dinner out. Fueled by the desire for a smoother morning routine, she took matters into her own hands.

Armed with paper and pen, Eda envisioned a clothing piece that wasn’t just stylish and comfortable but also addressed the specific needs of her busy life. She sought the expertise of Miami’s top dressmaker to bring her vision to life, a manifestation of style and practicality designed to make each day a little more manageable. This wasn’t just about looking good; it was about feeling good in every sense.

“I needed something adaptable, comfortable, and modest that could seamlessly transition from one setting to the next no matter what I have on my calendar for the day,” Eda shares.

The goal: to make our mental load more manageable. The result? The REDISwess, a first-of-its-kind game-changing garment in the fast growing field of adjustable clothing. A thoughtfully designed product that impressed not only Eda but also her husband, David, who recognized the potential to offer this solution to others.

“I’m not a type A business mind; I’m more creative. David saw the impact it had on me and wanted others to benefit,” Eda explains.

It was very important to both David and Eda that REDISwess meet the quality standards of the most discerning customer. After two to three years of iterating and innovating the husband and wife team are finally bringing this brilliant creation to market, chock full of patented design and utility features.

The journey didn’t stop there. A personal incident with misplaced AirPods inspired Eda to add a unique touch to her creation. Collaborating with her son and his science teacher, they developed a patented AirPod holder, called REDISet, that attaches to the drawstring of the REDISwess or any piece of clothing with drawstrings.

“Losing AirPods is a common frustration, and we wanted to solve that problem too,” Eda notes.

David suggested I try the products myself, which I happily agreed to do. After receiving the REDISwess and the REDIset, the first thing that I messaged Eda was that she is nothing short of a creative genius.

I put on the REDISwess which right away fit perfectly. It’s not often you find a piece of clothing that is flattering, comfortable, easy to put on and wear, and so versatile. The fabric itself is stretchy yet tailored at the same time. Eda’s attention to detail is impeccable.

The fabric keeps me warm but it’s airy. It’s casual yet dressy. I actually have no idea how Eda created this, but she has done women everywhere the greatest service in creating a timeless piece of clothing to wear almost any time, anywhere. The pockets are perfectly deep, the removable pocket, so useful. The removable hood, the way you can adjust the length and wear it as a dress or a jacket; it’s a piece of clothing that belongs in every single woman’s wardrobe. And the beauty of this dress is that it actually flatters all body types.

I also received a pair of the REDIset AirPod holders that attach to any drawstring- my son has already claimed them for his trip to Israel.

‘One of the standout qualities of the REDISwess,’ says Eda, ‘is its adjustable length’—a true game-changer for women of varying heights. Whether you’re petite or average height, the dress effortlessly adapts to your unique silhouette, providing a customized fit that exudes comfort and confidence. A tall version is currently in the works and will be available in the future, further expanding the options for those seeking the perfect fit.

Adding to its practicality is the removable pocket, ingeniously doubling as a drawstring purse. This versatile element allows for a seamless transition from casual to functional.

Crafted with Eda’s keen eye for detail, the REDISwess boasts high-quality fabric that is both soft and durable. The fabric’s luxurious feel against the skin is complemented by its robust nature, ensuring longevity even with regular wear. But what truly sets it apart is its low-maintenance nature—it’s a dress you can throw in the washer and dryer, emerging wrinkle-resistant and ready for the next adventure.

In a world where fashion often leans towards aesthetics alone, the REDISwess breaks the mold. It’s not just a garment; it’s a thoughtful creation that acknowledges the diverse lifestyles and needs of women. Available in three neutral colors—charcoal, camel, and oatmeal, the REDISwess is a testament to the idea that fashion can seamlessly blend with functionality, offering a blend of comfort, elegance, and adaptability.

The REDISet AirPod holders come in black, white and rose gold and are for both men and women. They can be attached to any drawstring garment or worn on the included cord which is made to drape around the back of the neck.

Both products are sold online on the brand’s online store and on Amazon and will be available at brick and mortar retailers nationwide, including 2 major national retailers, starting in the Spring.

Eda’s husband, David, reflects on the collaborative effort, emphasizing the functional elegance of the line.

“Both products were born out of necessity. Eda’s creativity and elegant yet understated taste, combined with functionality and modesty, set the stage for something unique,” David shares. “I love working both for and with her on something that is so driven by purpose and meaning. It’s really beautiful.”

He highlights Eda’s creative prowess, describing her as an artist with an eye for understated, elegant designs.

The collaboration extends beyond their personal journey, now involving Hollywood stylist Mariel Haenn and Rob Zangardi who joined early on as co-founders of REDI and creative directors as well as Levi and Mushi Feigenson, the influential power couple behind the highly successful children’s brand Mushi, who serve as investors and advisors for this project, bringing a wealth of knowledge and experience to the endeavor. Haenn and Zangardi are a renowned and influential styling duo in the fashion industry, collaborating to create iconic looks for numerous celebrities. They are known for their exceptional work in styling high-profile individuals, including Hollywood stars and music industry icons.

“What’s really amazing is to now see a number of very prominent Hollywood celebrities loving and wearing this tznius REDISwess, every single day” David shares. “I initially sent out a few to some of our Hollywood actress friends as a gift from Eda and I and they haven’t stopped wearing it on set, out shopping etc. Most of them ended up buying the other colors on their own.”

The couple’s commitment to mental health is evident, not just in the design but also in their business practices. With a portion of the proceeds going towards many of the Rebbe’s mosdos, Eda and David are aligning their success with a meaningful cause.

In the intersection of fashion and functionality, Eda Schottenstein’s clothing line REDI proves that modesty can seamlessly blend with comfort, mainstream style and functionality. With a soft launch a month ago and already low in stock, the collection is making waves, championing intentional living and leaving an indelible mark on the fashion landscape.

For more information, visit www.Redisetshop.com