Initially, I wanted to do a brand that's completely based in New York, from the designing to the sample making to the production, everything in New York, and now as we go along the idea becomes more clear, and more sustainable. We are currently 38% sustainable, but we have a goal to increase that number every season, and on top of everything being based in New York, the label is an idea that represents the power of feminists, that's how I'd describe it. So, we are targeting women in the workforce, who dress for work and for an outing and not afraid to show the feminist side in a subtly yet elegant way, and of course, the brand has an Eastern aesthetic, because that's associated with my background.
How do you incorporate the Eastern aesthetic?
Sometimes it's just the feeling. It's not really about a specific color, it's the style, the message, for example, last season in London, in February, a lot of our clothes were the high neck, which was found a lot in Asia 100 years ago, so that type of style.
You were talking about sustainability, why is sustainability important for you?
Because fashion is one of the biggest polluting industries in the world, and I think it will make a huge difference if our generation works towards that goal. That is very meaningful for us.
Where are you sourcing your materials from?
Right now, we source our material within New York, however, in the new season, we hope to travel around the world in the hope of finding more sustainable suppliers.
Where did the idea to hand paint collection pieces come from?
We look for something unique each season. My inspiration for the AW18 collection came from the Château de Versailles, Paris, so the feeling of traditional colours like Blue and Gold, are represented in the collection. Also, hand painting makes sense to us, as a smaller brand, because if we were to use prints, we may not meet the supplier's minimum. So with this collection, everything is made to order.
In terms of stockists and buyers, are you stocked anywhere at the moment?
Right now we are only selling in one shop in London.
What are you planning to do in the next few seasons?
So last season we showed in London, and were also quite lucky there, as we had lots of interviews. I also feel the consumer in the UK embrace individuality; a lot of people go for the smaller brands. However, when I went to London, I realized that there is no tradeshow that caters to our category, as our section was very quiet at 'Pure', so many buyers don't go there to buy our category. I was talking to other people in the industry, in London, and they said I should try out ‘Scoop’ as this is a tradeshow catering to the higher end of the market in London. So I reached out to the organizer and she loved the collection, but when she saw the price point, she said they don't reach out to the right buyer for us. I asked for her (the organizer) recommendation in Europe, and she told us we should try ‘Vendome Luxury' in Paris, so that's where we’ll be next season. That will be the SS19 collection showing in September.
What are youcurrentlyworking on?
Right now we’re working on collaborating with charities, so you can see more of the ideas that we value, and how we act as a brand. In regards to this, we want to do it in a creative way, and our business to give back to society, that's our ultimate goal. So we plan to partner with local charities, for example, right now we are based in New York, but once we start traveling for sourcing, in order to become more sustainable, we want to give back to that part of the world in some way. We’re hoping to partner with charities that help children discover their talent, that's what I'm passionate about.
This has been a shocking week for those who know and admire both Anthony Bourdain and Kate Spade. Bourdain is one of the greatest American Celebrity chef, author, storyteller and television personality who won almost every award in his industry. Spade created what many women would consider the ideal way of living. Spade’s namesake brand had mainstream success in her 30’s, her world was filled with creativity, beauty, family and meaningful work. Both took their own lives this week and it was a one-two punch to our belief that there are some people who are living the perfect life, the life seemed so idyllic and enviable is a mystery to people… And yet, these two could not bear to live their lives any longer.
We can’t help to ask ourselves “What truly make you happy? What do you want in life? What do you value most in life and what do you do after your dreams come true?” It really gets us in deep thinking. Perhaps we should all take a step back in the process to ask ourself these questions.
The experience of death changes the way we look at life and it adds value to our perspective... We believe the best way to deal with death is the idea of new birth. The birth of new creations; new ideas; new relationships; discovering new talents; new projects and generating new excitement... life surely have up and downs as parts of everyone’s journey across all age, gender and ethnicity. It should be and is an exiting journey. The thoughts we chose play a very important part and we truly have control over it. We should all take charge of it! Don’t let anyone or anything have control over your thoughts or emotions. The only thing we can do is to lighten up everyone around us but we need to start with ourselves!
One of our missions is to empower woman and embrace feminism. Let’s learn from our experience and lighten up the world with the ideas of new birth; creativity and celebration!
Study shows that in the 1960”s 95% of our clothes were made in the U.S. Today there’s only 3%. Yet, the retail price has increased by 70%. Most fashion companies including luxury labels shifted their productions to the part of the world where forced labor and child labor are prevalent; 98% of workers do not receive a living wage and systematically building and supporting extreme poverty somewhere in the world…
As an ethical luxury label founded in New York City, we work to create opportunities for economic growth in the apparel industries in New York City. Only work with ethical manufactures who function under fair-labor conditions and providing their workers with benefits.
Since the early 90’s, retail price point has increased by 70% and cost has decreased by 6%. The consumption has increased by 500% thinking that we are saving by buying cheap but we actually end up spending more on quantity of low. 400 billion pounds of clothing are thrown out and sitting on landfills each year. Is it time for euphoria? Where? To celebrate what? Isn’t it time to get back to the essence of luxury? Conspicuous waste is a dead-end street for the luxury industry, we now need to promote conspicuous taste as a signal of consumer’s cultural ability to select green conspicuousness.
As much as it’s a hug challenge to be an emerging brand, We are committed to using environmentally friendly materials whenever possible. We are currently at 38% sustainable with our souring and with a goal to increase that number each season by traveling around the world in search for sustainable material suppliers.
Our mission is to deliver superior quality and ethically-produced product to consumers and returning a share of our profits directly back to the community where we source and produce from by working with local charities.
With attention on corporate social responsibility and ecology, we, as new generations in fashion - one of the world’s largest and most polluted industries, has huge potential to be an innovator to lead and push towards more sustainable solutions on a global scale to keep the beautiful world we live in as the way it is. We as a creative company, believes using business and creativities as a force for good, and that is why we do what we do.