As we enter the new year, it’s a great opportunity to evaluate how far we’ve come and where we’d like to go. Every year, I write a list of things I’d like to achieve in my notes on my iphone, and on new year’s eve I take a check mark to all the completed goals. 2016 saw a lot of expansion. We moved into a 7,000 square foot warehouse space in Downtown Los Angeles that serves as our HQ, we opened a store on Melrose in Los Angeles and a store in Soho New York, we did a collaboration with Tyga, launched our footwear collection and on top of that I became a father. All in all, a pretty eventful and busy year!
Of course there is so much more to achieve, and my list for 2017 is longer than my list for 2016. I don’t want to give too much away for the year ahead, but there are a few that come to mind. We have plans to open a larger store on Melrose mid-year, right next door to our current store, which will be three times the size and will allow us to showcase more product the way it should be presented. We also launched women’s denim just this past month and have been working to evolve our men’s denim. We will continue to evolve our outerwear program and improve that area, as well as expand our footwear collection with roamers in new colors and the addition of the stompers and Chelsea roamers. We will also be launching our new accessories line, starting off with our roamer packs that are made in Italy and will be offered in leather and suede options. What else will the new year hold? A new store location in a new city perhaps…
On another note, it has always been a huge dream of mine to have a store in Melrose and a store in Soho, New York. To have achieved these two goals set was an amazing experience and exciting for me and my team! I really enjoy the freedom to create that having my own stores affords me because I can really showcase it how I want, make new items and put them in store straight away. I’m also driven that now I have a store in these locations amongst the likes of big name designers, I’m more passionate than ever to deliver a better product. I have been working hard and tweaking to better improve the product along with expanding the offering. New fabrications, new colors, new washes, new finishes, new details. I’m not interested in expanding our product merely for the sake of it. I want to make sure the product is right and always evolving and improving from wear, observation and feedback.
On the wholesale side of things we have expanded and have so many great partners that we work with. We will be working to improve those relationships and get into more stores that fit our vision. A department store is the next step, I feel, for the brand. With that, I want it to be the right fit and make sense for the brand, so we will be working on that and kicking off the year at White trade show in Milan.
On a final note, I couldn’t do it without the support of my partner and wife Jenny and our amazing team that is dedicated to the vision. We also couldn’t do it without the amazing support of our customers. So I thank my team and our supporters and look forward to delivering a stellar 2017 and beyond!
Creative Director + Designer