Making it in LA

Now that we've gotten time to reconfigure the line, and launch the new site, and shop, it's time get into boutiques.  When we debuted in Chicago we got picked up by Chassallah on Oak street, which meant DEPT728 was hanging next to D&G, Cavalli, and other top lines.  In LA, we need to target similar boutiques.  First stop is Melrose Avenue.  I'm looking for cutting edge spots with a good staff who can help customers decide between the standards and V-fit tees.  Since we want to be exclusive once we get picked up in an area we will stick to that boutique, so that makes this a very important decision for us.  Stay tuned to our website dept728.com for updates on stockists.  

Mid vs. West

Going back to visit the Midwest gave me some insight into why the athletic fit clothing didn't start flying off the shelves immediately: men in the Midwest have learned that boxy is the status-quo, and that is what they tend to wear. As a whole we look to the coasts (NYC and LA) to get our new trend information (would Von Dutch have been big if it started in Indiana? I don't think so). Having been an LA transplant for almost 3 years now I have noticed that a far more fashionable set of men lives near me now than I ever saw in Chicago. Except for a few very well dressed friends I have there the general population knows little about fit in clothing. While I will always be a Midwestern girl at heart, my vibe is way more California.

Splitting time

I had a full six months to do nothing but develop DEPT728 in the very beginning, back in 2006. Following that time the economy fell, I was hit by a drunk driver, and I needed to go back to work full time. It was really tough to put aside what I was doing, and concentrate on work. For years I kept the project alive, but I didn't have the time to really push the clothing like it needed to be. In a few months I will be out of a job. The company I work for has taught me a lot, and I really loved working, but my location is closing, and I will be a manager with no store. The one good thing it means for me is that I will finally have the opportunity to see what DEPT728 is really made of. LA definitely has a more health and fashion conscious customer which should love the athletic fit menswear. Hopefully this time around the world is ready for us.

All a twitter

I was mindlessly checking my phone last week as I waited at the bank. It was a random thought that I tweeted from @designerDEPT728 to @mrjoezee: you need a tee that says 'you may not think so now, but I will be right by the end of this episode.' Mostly because as the mentor of Sundance Channel's All on the Line, Joe Zee has amazing insight into the fashion industry, and also because the designers that don't listen to him wind up paying for it in the end (who goes into a huge buyer appointment, and wants to come out of it without an order, seriously!). As luck would have it, Joe Zee saw the post, retweeted it, and replied! I was super-excited! So I figured the least I could do is actually make him the tee. I had to do a little research to get his office address, and I guessed the size, so let's hope it fits, and he likes it (I'm crossing my fingers).

Inspiration

I was wandering around the flea market and found some vintage stamp numbers. The original DEPT728 logo was made from a stamp, so this seemed like a logical way to work in a print. I'm going to keep stamping away, and hopefully an interesting textural print will emerge for a new collection.

I love rediscovering pieces that DEPT728 made, and can be reinterpreted. I'm incorporating the negative stencils onto the back of a drape back top for the women's line. Somewhere along the way the spray bottle I was using for the paint mixture got clogged beyond repair, and I am going to take this opportunity to find some new spraying options. Perhaps there's a way to get multiple effects. I'm excited to get all "McGyver/Martha Stewart" on this tomorrow.
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Work Ethic

I have a renewed enthusiasm now that the direction of the women's collection is clear. The wrap coat sample fit well, and will be perfect now that I have made a few changes. The final coat is cut. As soon as the "negative stencil" detail is dry I can get sewing. I'm getting goose bumps just thinking about it...
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Joe Zee Is a Genius

I have been watching the current season of "All on the Line" with Joe Zee from Elle magazine. I love his insight into fashion designers' business, and I have been inspired by all the success each designer on the show (except for a few that didn't listen to the valuable feedback) have experienced. Even though I have been laying low for a while I am newly re-committed to developing DEPT728. In an ode to Joe I am going to start making the new women's pieces that I have been sketching, and fleshing out the women's collection. Though the menswear was the original concept we have always sold a lot of the very limited women's pieces, and it's time to take that information, and run with it. By this summer I would like to have more tops, dresses, swimsuits, and even a pant in the collection. Wish me luck!

Westcoastin'

LA is full of fit guys (and girls)! Low carb, organic, and fresh are the buzz words out here, and the athletic bodies are the result of this trend. It's fun for me to walk around and watch all the people, and what they're wearing. I am so excited to find the right boutiques for DEPT728, I think i'll stay!

Midwest to West Coast

For a long time I really thought that I would spend my whole life in Chicago. I love the city, and I feel a deep connection to the area. Recently, though, I took it upon myself to go somewhere new. I am now a resident of Los Angeles, and I am excited to get to know the new city. Things are definitely different here. I find that more of the people I interact with are creative, and a lot more of the men in the area are the athletic build that DEPT728's athletic fit t-shirts are made for! I may not be at home yet, but I think LA will grow on me.

Pop! Culture

For some strange reason I have really been drawn to only one of the "contest" shows on reality television. Sean, who is able to update anyone as to the current status of every contestant on American Idol, does not share my extreme enthusiasm in America's Best Dance Crew. True, both of these shows involve Randy Jackson, but they are different in nature. The clothing of a few American Idol contestants cannot compare with all the theatrical gear of the teams competing for the ABDC title. Groups of dancers choosing to either match completely, or coordinate is far more enticing to me as a viewer. In all of its seasons I have yet to actually cast a vote. My fascination is truly about body, movement, and clothing. So here I am watching the beginning of season 3, and I am excited to see what everyone will be wearing.

Hiatus

There are always moments that seem to last forever. In the specific case of our new web concept, the process has been slow but steady. I am hopeful that 2009 will bring many new opportunities to us as a line, and to the US economy as a whole. While waiting for the web redesign to be finished I am taking on the task of talking to the boutiques in the Chicago land area. I would love for DEPT728 to be in a few hand-picked places so that shoppers can "happen" upon us, and discover what we have to offer. It's a necessary part of the process, and even though I feel like this line of clothing is "my baby" in some ways, I feel like it's about time to let my child go and play with the other kids.

In Process

Last weekend we went to the Indie Designer Market in Chicago. This second time around we really had a great response from customers coupled with a lot of sales. I am so proud of the fact that anonymous people will own my garments, and love them. Hopefully I will run across someone I don't know wearing my dress (all the pieces we sold were women's clothing). The favorites this weekend were the tie dress, the women's swimsuit, and the criss-cross halter top. Also, I cannot wait until the website launches at the end of August...27 days to go!

Being a Square

Men at the beach fall into 3 different categories: Guys who work out, guys who are naturally thin, and those who should be wearing a t-shirt. For some reason I have seen the swimsuit of choice for most men be distinctly against the type of body they have. For example, there have been quite a few times that a man who needs to get to a gym show up at the beach in a Speedo, and the guy with the 6-pack is lounging in a pair of long board shorts. While everyone should feel comfortable at the beach I don't think that a big man in a small Speedo is good for the other spectators who will be subjected to the view. On the other hand, though, the muscular guys really should look into more revealing swim wear. The board shorts are fine, but square cut swimsuits are far more exciting. Someone who works that hard on his body should really show more off. It used to be that small bathing suits on men meant that they only belonged to certain parts of society, but I think that it's about time for the square cut to make it into mainstream society. Women have already passed the point where backless and super short dresses are considered acceptable attire so men should be given a little slack as well. Besides, us girls will be much more tempted to go sightseeing at the beach.

Bigger. Better. Brighter.

When we first started the clothing line we were full of hope, and not so full of cash. Sean has an incredible background in business along with his degree in intellectual property law. He is able to be my business partner, as well as our company's lawyer. Because of this we were able to get started with very little money. My background in fashion design, and my strength in the technical areas (pattern drafting and sewing) kept us from having to hire sewers and pattern makers in our start up stages. At this point, almost 2 years since we started, we finally have come to a point that we can start giving other professionals some of the tasks. The first one: Our website. While it is good that I learned some HTML and CSS online, and attempted to put a website together that was functional, it was certainly not a fantastic site. Our clothes are great, and I want the website to showcase them. My good friend (and quite amazing) Nejat is taking over the website, and we are going to be able to launch, along with a full shopping cart, at the end of August. By next week I will have mock ups of the pages, and I can barely wait! If you would like to see what Nejat has done, his portfolio is available at www.cloudovertree.com.
xoxo,
Ruth

Niche

Just because something is available to buy does not mean that it is in style. Most of the time people justify buying inappropriate clothing with the fact that someone is selling it. Each person has a unique shape. Because not everyone looks the same, not everyone can wear all of the trendy looks. I, for one, cannot do the very billowy tops with shorts. Being curvy means that I can look like I am wearing a tent very quickly. Petite girls, however, will look lovely in that sort of look. It is trendy, but it is not a look for me. Conversely, the 1940's pinup style bathing suits look amazing on me, and the tiny girls will not get the same effect. So when you are shopping, be selective. Choosing the most flattering of the trendy looks for your shape is the best way to go. Just because it's on a rack doesn't mean it is meant for you. Happy summer shopping!

xoxo,

Ruth

Taking it to the Streets

This weekend we will be participating in the Randolph street market in Chicago's west loop area. I am excited to have the ability to sell my clothes directly to the customer. Face to face contact with the people wearing the clothing is a great way to get inspired to make new pieces. It also helps me see the garments on different bodies so I can further refine the fit of each piece. While there is no way to fit every single person in one set of clothing I will try to get the majority. Also, nothing is a warmer, fuzzier feeling that seeing someone so excited to wear something you created yourself. For that alone I am going to have fun this weekend. Come see us by checking out www.indiedesignermarket.com for information.

Orange

Recently I was watching TLC's What Not to Wear, and Clinton was expounding on the virtues of the color orange for blondes with blue eyes. He, just like myself, had originally thought that a color as intense as orange would be overwhelming to anyone with fair coloring. Turns out that orange can be very attractive on blondes. Since blue and orange are opposites on the color wheel it definitely makes blue eyes pop. Also, blonde hair and fair skin can be warmed up by orange. While tangerine is probably a better way to start, many hues of orange exist. What a rather juicy thing to try out this summer.

xoxo,

Ruth

P.S. The orange shirt above is one of the new styles that Dept728 will launch especially for the Indie Designer Market in Chicago.

The Launch

I was so pleased with the way the uniforms came out for the Underground's "Treated Thursdays." Hopefully the Chicago Indie Designer Market next weekend goes just as well.

What to Wear

Next Thursday is the launch party at the Underground. Sean already knows what he wants to wear, but I am still deciding. The criss-cross halter top is really great, but because I am busty I don't know if that would be appropriate for press photos that may be taken at the event. I think I will opt for the morph skirt worn as a tube top (gotta love a skirt that can be a dress or a tube top) over jeans. It will be simple and still very true to the line. What I love about our women's collection is the multi-functional garments. Menswear is something that has to be a bit more concrete in its use, but women's clothing can be multi-purpose. Each line lets me work with different parameters, and appreciate each project for it's own highlights.
xoxo,
Ruth