MAY 2013
LIVING LOS ANGELES LANDING GREAT JOBS TO LOS ANGELES FACTORY L.A.
WELL_MADE APPAREL VS. FAST FASHION LOS ANGELES DESIGNERS TAKING CHARGE
EXPLORE FACTORY L.A
SMART, FUNNY, AND IN CONTROL WITH SOCIAL MEDIA: FIND YOUR PATH
1 2
Living LA
CONTENTS
R.B. OF McD AD
NOTHING COMPARES TO L.A.
14
SMART, FUNNY, AND IN CONTROL WITH SOCIAL MEDIA
19
QUANTITY VS. QUALITY: CONSUMERS WEIGH WELL_MADE APPAREL VS. FAST FASHION.
20
2013 Made in L.A.
QUANLITY OVER QUANTITY ANYTIME
LEAH GARVIN EXPLORING FACTORY L.A. MADE IN L.A FASHION INCUBATOR
4
CLOVER CANYON AD CONTRIBUTORS TO FACTORY L.A. LOS ANGELES DESIGNERS TAKING CHARGE!
COVER: PHOTOGRAPH BY: Image from iampointblankperiod.com
CONTENTS PHOTOGRAPH BY KIM SABBATINO.
7
AGAIN R.B. OF McD CLOVER CANYON
10
1
21
1 2
Living LA
LEAH GARVIN EXPLORING:
2013 Made in L.A.
What better defines Made In L.A brands? Made In L.A. are brands that are designed and manufactured in L.A.
FACTORY L.A. MADE IN L.A FASHION INCUBATOR
Leah Garvin
The 26-‐year-‐old
originally from Colorado will soon launch Factory L.A, a for-‐profit fashion incubator that will aid emerging contemporary L.A brands expansion and making them visible. The brands will not only be established in Los Angeles but will also be Made In the city of Los Angeles. Bringing back the apparel manufacturing industry back. Assuring all factory workers are legally documented and earn fair wages avoiding any sort of exploitation and unfairness to the worker. Automatically making way to a big wave of jobs in the fashion industry and giving and opportunity to L.A
4
based designers as well. During a trip to Sub-‐Africa, Leah Garvin began questioning three main questions, how things were made?, who made these things?, and what is a business that can make it in Los Angeles?. Not long after she decided to build her own career in helping those with the same questions and noticed she could guide them through the creation of Factory L.A. Leah’s dedication and determination to restore manufacturing jobs by meeting global demands is her priority. Along with Leah there are many that are contributing to this massive project that are great initiative leaders.
Meet our Made In LA Brand Designers CONTRIBUTORS TO FACTORY LOS ANGELES DESIGNERS TAKING CHARGE !
6
Living LA
Axthelm is a brand designed and made in the city of Los Angeles. Husband and wife team, Kristy Hanft and Daniel Dicke, founded Axthelm. Kristy is in charge of the design and development, while Daniel controls production and finances. Their mission is to create beautiful garments that are interesting and wearable, modern yet timeless. Sarine Marie was founded in
2011 a former FIDM fashion designer Sarine Berberian. The ready-‐to-‐ wear label is designed for fashion-‐forward women who understand that high quality garments come with longevity lifespan. Sarine Marie specializes on feminine and tailored pieces with the use of various textiles to incorporate a more contemporary flair.
2013
Made in L.A.
R.B OF McD was founded in 2011. The initial goal for the founder president John
McDavid Lehman has been to create an authentic brand and to give the city of Los Angeles a sincere voice and visibility. With a Initiative takers carrying sincere tone that has been missing for the last the flag. 40 years in the manufacturing industry of fashion in Los Angeles, a tone that says manufacturing and MADE in L.A is not alone. Who are the designer contributors to FACTORY Clover Canyon is a L.A., MADE IN L.A. celebration of beauty. Designed Fashion incubator? and produced in Los Angeles, by Rozae Nicholes, each of the brands collection reflects the joyful spirit of California through her vivid prints and streamlined silhouettes.
7
Living LA
Tanya Aguiñiga is a Los Angeles based furniture designer and maker. Tanya was raised in Tijuana, Mexico. Tanya’s celebrates the beauty in struggle and the culture. She uses furniture as a way to translate emotions into three-‐ dimensional pieces to tell stories trough color and touch. Tanya also has a line of accessories, with a wide variety of textile fiber yarns.
Founder and CEO of Stop Staring!, Alicia Estrada designs her dresses for women with curves and what society likes to call “flaws”. Estrada states, “She sees beauty in every size and wants women to embrace their beauty and look and feel the best they have in years! ”.
2013 Made in L.A.
Designer of Wren, Melissa Coker was raised in Illinois. Melissa Coker relocated to LA where she gave birth to the design label Wren in 2007. In her designs she emblazes in the lines air of exuberance, elegance, sophistication, and free spirit.
Lizz Wasserman designer of
Popomomo is an authentic, organic label based in Los Angeles. All pieces are designed and made of sustainable materials in Los Angeles.
8
LA-‐based designer Amber Kekich-‐Purling knows what women want. Her label AGAIN features unique mixes of edgy, sexy, fierce, and romantic garments. The twenty-‐five year old designer studied at FIDM, however, she gained most of her experience from working at Rock n Republic. Amber also explained AGAIN, and it’s meaning was quite simple for the logo jus means every piece of fashion should come around and it should be used again. Items and garments that are not meant to be only used once, “I want to see my piece to be collected and worn again down the line” said Amber to Pricilla Gorbert during an interview for
9
R.B. OF MCD is more than a line of well made constructed leather goods; John McDavid the designer describes R.B OF MCD as the embodiment of your lifestyle. "The brand was created out of a slightly selfish need, a desire to showcase the classic, the clean, & the luxury that is and has always formed part of Los Angeles fashion. The brand R.B. OF MCD, a made in Los Angeles by Los Angeles, and lends itself to a broader culture and global aesthetic." – Creative director John McDavid Lehman. John McDavid Lehman is a third generation, LA based designer who is a down to earth person with a great personality. His handbags are what have given Los Angeles more freedom to fashion, authenticity and visibility to manufacturing in downtown Los Angeles.
10
Living LA
Los Angeles
2013
The City of Angels has been the city of opportunity. But has also
been a stargazer’s paradise. The glamour, adventure and art of this iconic city enlightens the mood and has been the muse of inspiration of many great artist, producers, and designers.
Nothing compares L.A offers tremendous diversity beyond the star-‐studded streets. to L.A. This city blends the modern with the nostalgic, all glamour with laid back beach styles mixed with the trendy and the classy. Making Los Angeles unforgettable, memorable and one of a kind.
14
Living LA
2013
Nothing compares to L.A.
Let’s play in L.A. Los Angeles is one of the few places that has everything within a good driving distance. L.A offers everything from swimming and surfing at the beach to skiing in the mountains to camping in the middle of the dessert. The feel in Los Angeles is definitely laid back and is also well known for the entertainment capital of the world. The Hollywood film industry never disappoints in the glamorous industry. Remarkable places such as: Griffith Observatory, Art walks, Beaches, Rooftop bars, film studios, Hiking trails, and a wide variety of sports are explored in Los Angeles the city of Angels. The seasons express themselves fully in the city of Los Angeles. Where you can get the good of everything.
15
Stop starring! Black peplum dress $166 www.staringcl othing.com
16
Living LA
Long Sleeve Caroline Dress $154.00
R.D of M.C.D #1 diamond + marine clutch $180.00
2013
Styled with Tibi Carine Ankle Strap Heels in Black. Jacquie Aiche "Me" Ring in Gold. House of Harlow Bone Stack Ring Set in Gold. Harlow Faceted M etal Cross Ring in Gold
Nothing compares to L.A.
Clover Canyon Endless Summer dress $246 Rope Knot Bracelet $85.00
Living LA
Path just launched
2013 Media Made possible from www.path.com
19
1 2
Living LA
The consumer prefers made in America brands. Quantity Over Quality: Consumers Weigh Well-‐Made Apparel Vs. Fast Fashion.
2013 Quality Quantity Vs. Quality 61% prefer quality and not so much about quantity. Has quality of apparel decreased over time? 44% of the consumers believe their apparel has decreased its quality. How would better quality apparel be considered going “GREEN”? Better quality apparel have paused consumers from filling landfills with useless clothes.
When consumers put price above everything else, cheap fast fashion seemed to make sense. Shoppers liked that they could keep up with multiple trends per season without emptying their wallets. But when many of these garments were quick to shrink, fade, or lose their shape, the deal no longer seemed worth it. Now, savvier customers are looking to have longer-‐term relationships with their apparel p urchases. If clothes were to become durable and use high quality fabrics, many of these issues wouldn’t have to occur. Ultimately consumers will learn the age lesson and will know better than to give into lower cost garments. Fewer items can just work out for the better of the industry. According to the finding from Cotton Incorporated Lifestyle Monitor Survey, more than four out of 10 consumers (44%) believe the quality of apparel has decreased compared to 2011. Over half (52%) shared
20
said their clothes they have lately purchased does not seem to last as long as they used to. Over half 61% of the adult consumers believed that it is worth paying extra for quality goods in the United States. The quality good will not disintegrate after the first or second wash and in the long term will save you money. For example you purchase a beautiful bustier made of 100% rayon made from somewhere else in the world vs. a LA made by Frock LA bustier that is made out of 95% Bamboo, and 5% spandex. Not only is bamboo fabric more comfortable but is also an ecological and more environmental friendly. Furthermore, Rayon has what its called the elevator effect, which means your item, will be out of shape and will shrink. Chances are the item will not last after the second wash and your item will soon be part of the trash land field. So was that fast fashion item worth spending…
1 2
Living LA
2013 Quality What describes quality? The value of the item defines quality, also the materials used. Who is S igmar Berg? Sigmar Berg, chief designer and founder of the brand +Beryll Where may I shop +Beryll? Website: www.beryll.com
Quality does not necessarily mean the garment will be more expensive. At the moment it may seem like if the item cost is more but here is why. You have not even considered how much time it will last; we will call this characteristic durable. Nor don’t we know what it represents and how this item is important especially for people in Los Angeles we will call this value Patriotism. Patriotism is important because it represents the pride we take into our country. Anyone can make a beautiful p iece of fashion but not everyone has a special significance like MADE IN L.A brands do to their citizens. You see MADE IN LA brands such as; Stop Staring, The Reformation, Beryll, Rising Sun Jeans, to name a few, represent a city where strong patriotism, luxury, and high quality is combined to create an all made in LA made life style.
So what’s all this commotion of quality vs. quantity? People are becoming aware how fast Fashion does not last long enough for the consumers to enjoy and show off their outfits. Of course LA made is more of a status quo not everyone will be able to afford the brands, yet their value and the quality of each piece is very much worth it. This + Beryll Denim fringe jacket is well hand crafted in Los Angeles from selvage denim and quality skins. Selvage denim is a rare fabric to work with because it is usually worked with in raw form, the fabric ads to the durability of the material and the cool factor to the look. T he accented added fringe details make this jacket stylish and fashionable with its qualitative details and distinguished designs.
21
CREDITS Photos http://www.revolveclothing.com/DisplayProduct.jsp?code=CLO V-‐WD35&c=Clover+Canyon http://www.wearefactoryla.com/#!profiles-‐/c1enr axthelmcollection.com www.sarinemarie.com/ www.rbofmcd.com pinterest.com/royalbankofmcd/r-‐b-‐of-‐mcd www.clovercanyon.com/ www.aguinigadesign.com www.aguinigadesign.com/menu.html fashionista.com/2013/01/how-‐im-‐making-‐it-‐melissa-‐coker-‐of-‐ wren-‐2 wrenstudio.com/ www.stopstaringclothing.com/.../latina-‐magazine-‐interviews-‐ stop-‐staring www.popomomo.com AND SPECIAL CONTRIBUTORS Photo and image: Jessica Ibarra Scenery Photos: Marco Antonio Maya Quality over quantity, textile knowledge: Professor Schaefer, Debra THANK YOU!!