Posts Tagged ‘design’

The Fashion Economy

Tuesday, March 29th, 2011

freddy-dico.png Freddy Dico is the co-founder of Sir New York, a modern menswear label that launched in Spring 2010. He’s from Macau, but grew up in San Francisco. And before getting into the world of design, he was actually a star student in the biochemistry program at U.C. Davis. Since switching gears and graduating from FIT in New York, Freddy has worked with companies like Polo Ralph Lauren, J. Crew, and Brooklyn Industries, and designed an entire line for mass-market men’s label Scappino in Mexico. You can check out his latest work here.


TILE: Being a designer involves much more than a creative vision and talent with scissors and thread. What are some of the costs of starting your own fashion label?
Freddy: Since we are a really small start-up with practically no capital, time is the #1 cost.

To start, you need a product, which means sourcing fabrics, making patterns, sewing/fitting, creating labels, etc. Once the product is perfected, you need to document and promote it through a website, lookbooks, business cards, fashion presentations, models, invites, etc.  The lists really goes on and on and on…  Luckily, I have a partner (Auston Bjorkman) who is equally well-rounded in many areas, so we try to personally execute most tasks to lower our costs.

Of course there are only 24 hours in a day, which means you can’t do it all. We’re fortunate enough to have many people who believe in us and who are willing to volunteer their time and effort.

Oh, and let’s not forget about getting a business license and all that legal stuff…

TILE: How does a piece get from the designer’s head to the runway?
Freddy: At the start of the season, Auston and I will brainstorm and finalize the themes/concepts we want to use. Then we create sketches, source fabrics, make patterns, and sew the samples. After that we set up a photoshoot, cast models, send invites, create a website, scout locations for the show, and stress ourselves out making sure the event goes off without a hitch.

TILE: And how does that piece get from the runway to the retail store?
Freddy: There’s a lot of following up on our part. Before your runway show, you need to figure out pricing and where will you produce the garments. Once you have all the business details – the linesheets – figured out, you’re ready to potentially attract buyers to place your product in their stores. Once orders are confirmed, you actually need to produce and ship the pieces to them.

TILE: How can you be a “smart shopper” when it comes to designer clothing?
Freddy: Well, the answer to that question depends on what kind of person I’m talking to. But in general, I always believe that the value of a garment is based on the number of times worn.  So make sure you love it!

TILE: What advice would you give to your teenage self?
Freddy: Enjoy the ride!

This one’s for the geeks: Debtris

Tuesday, January 11th, 2011

From our heroes at Information Is Beautiful, a Tetris-inspired re-imagining of the Billion-Dollar-o-Gram.

How To Sell The Modern Home’s Most Boring Accessory: Paint

Wednesday, June 16th, 2010
A fresh coat of interior paint is a manageable, recession-proof way for homeowners to spruce up their homes. Just make sure you don’t show the product in action.

  • The paint company Valspar has designed a unique advertising campaign that appeals to the imagination and emotions of consumers.
  • While most paint advertisements feature flannel-clad men and women rolling a brush across a blank wall, Valspar decided it’s best not to remind people that painting your wall is actually a chore.
  • Valspar commercials features exotic locations, a soothing voiceover, and impressive colors that pop onscreen. There is also a 16 x 30 foot wall that stands abstractly in meadows, on beaches, or near mountains.

Facts & Figures

  • Valspar spent $35.2 million in advertising in 2009. Sherwin-Williams (one of few household paint names) spent $52 million.
  • The revenue for exterior paint fell 12% from 2007 to 2009. Interior paint sales slipped just 3%.

Best Quote
“Consumers talk about what they feel when they finish the project, and that’s a sense of pride and accomplishment. They say, ‘I feel like an artist,’ and ‘I feel a sense of freedom and joy.’ They ladder up to a lot of high-level emotional benefits, and that’s what we’re trying to tap into through this campaign.”  - Susanne Champ, Director of Marketing At Valspar

Environmental Damage, Illuminated By Trendy Bulbs

Tuesday, June 8th, 2010

The modern Green Movement has been called trendy, popular, and fashionable. But what’s the deal with popular, fashionable trends that aren’t green?

  • The latest trend to sweep restaurants of New York, San Francisco, and beyond is the exposed-filament light bulb: a reproduction of Edison’s first light that happens to consume massive quantities of energy.
  • From hip hangouts to sophisticated venues, restaurant owners around the world are drawn to the industrial style, warm glow, and nostalgic quality of the bulb.
  • Reproductions of Edison’s carbon filament bulb have been around for almost 50 years, but did not become noticeably trendy until 2003.

Facts & Figures

  • The exposed-filament light bulb is the least efficient light bulb in the world, with some types using 5 to 10 times more power than other bulb options on the market.
  • Exposed-filament bulbs are sold at home decor stores for $9 to $20 each.
  • Upscale restaurant lighting budgets often reach six figures.

Best Quote

“You can’t on the one hand brag how green you are by serving organic beer and locally grown produce while you are lighting your business with the least efficient light bulbs available in the world.” – Noah Horowitz, Senior Scientist, The Environmental Group