Are there times when you wish you guys had started 3sixteen as a brand that had firmly cemented its direction and approach? Or has the change been well-worth its weight in experience and learning? Did it cross your mind to start a separate line with a brand new clean slate?
It never really occurred to us to start a new brand. Part of what’s interesting to me about 3sixteen is that it provides a visual record of our progression as designers. Everyone evolves, changes, and learns along the way. There are much bigger brands out there who are forced to stay on their design path even if the designers themselves may have moved on from a particular style. Factors like investors, sales goals and expenses play big roles in dictating a brand’s direction if they have grown to a certain size. We have been able to stay flexible and try new things… operating with low overhead costs and keeping our production numbers slim has been beneficial for us.
Are there times when what you do, designing clothes that is get a bit stagnant or boring? I know that for me personally, taking on new challenges inevitably boosts my interest across the board. Sometimes because it gives me a new angle to look at things. For example as you assume the role of retailer behind Self Edge NY, what positive effect can you derive as you hit the drawing board for subsequent seasons with 3sixteen… or is the creative spill-over minimal?
You’re right in saying that new ventures can provide fresh perspectives. Our involvement with Self Edge New York gives us that much-needed connection to the customer at the retail level. I’ve been working the floor at Self Edge twice a week so that I can hear what people like or don’t like about our product. It helps that the shop carries our entire range too; Some people come in strictly to look at our denim and discover the rest of the collection in the process, and others come to SENY knowing that it’s the only door in the city that carries everything we make. All the feedback we glean from customers is valuable, and further cements our vision for how we design. We’re not trend-driven; Johan and I always design with utility and wearability in mind. When I hear from customers that a shirt is perfect for them because it can be worn to many different occasions, that lets us know that we’re doing our job.