INDIA, Dec. 4 -- Sometimes a pair of floral-embroidered corduroy overalls makes its way onto my FYP (For You Page) and I think, "Wow, my algorithm really gets me." It turns out mine isn't the only Instagram account firmly in Cider's grip. You might know the Instagram- and TikTok-famous brand from a certain ribbed jumpsuit that went viral in 2023. Videos featuring that jumpsuit have racked up millions of views and tens of thousands of likes.

Recently, Cider quietly opened an Amazon storefront, where some of the brand's eclectic styles-an amalgamation of aesthetics from cottagecore toile de Jouy to Y2K leather-are now shoppable on the internet's biggest retail platform. The storefront invites you to shop based on mood, and like your own pe...