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F EBRUARY 20 09
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The Chicest Boutique to Captivate the Steets of New York By: Raven Martin Tom Tong, of Sohung Designs, is Taking the Fashion Scene Hostage, and We’ll Tell You How. . .
“Fashion is art. When I was younger, I wanted to be a painter. Now, I am still creating art pieces, but when I think of something, instead of using a brush, I use a needle. Instead of painting, I use fabric.”
Fashionistas world-wide who enjoy having
a wardrobe that is often exclusive and unique, will find that the designs of Sohung Tong, will satiate their appetite for all things chic and avant garde. Born in Mainland China, near Hong Kong, Sohung Tong, (a.k.a. Tom,) moved to New York City at 16 years old. After he completed high school, he enrolled at Parsons School of Design, where his career in fashion was cultivated. “Parsons was inexpensive, and I learned a lot there,” Tom reflected. “It was a good school, and it gave me my first experiences with fashion.” After graduating from Parson’s with a degree in Fashion Design, he began working as an Assistant Designer at the Couture House on Madison Avenue. With five years of experience under his belt, he left the Couture House and started selling his own designs at The Young Designers Market-NYC, in addition to other boutiques. Now, Tom has his own boutique in East village on 312 E Ninth Street, known as Sohung Designs and Collective. “With my own store, D.A.M. Magazine 14
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I get to be more creative with my pieces. I can try different things with my customers,” Tom shared. “I also get to be the director of my customers because we are still building a customer base,” he said.
you never know how it will turn out,” Tom revealed. “Each piece made, is different than the last one. I keep all my collections small, and we also have multiple collections with statement pieces,” he added.
One of the hardest things about a designer setting up their own boutique is that a customer base has to be well earned, and well kept. In the highly competitive city of New York, the national marketplace of fashion, a designer has to be resilient and patient. The magnitude of exclusivity that Tom dedicates to each of his designs has ensured that his customer base will always prosper.
Among other designs, Tom’s specialty is creating belts, vests, dresses, and coats for women by using men’s ties and shirts. “Our hottest item right now is our poncho with a zipper on the neckline,” Tom said with pride.
“My customer is the type of person who is looking for something different,” Tom said. “We get older customers who like fun clothing. One really good thing about our customers is the fact that they are devoted, no matter where they live.” All of Tom’s collections are hand made, oneof-a kind pieces for men and women. “I make my clothing on mannequins, and that way,
Our global economic crisis has been hurting the world of fashion, and the overall sales of designers worldwide. While sales of apparel are sluggish at best, electronic sales are up 5.8% and sales of luxury goods have soared 10.8%. (fortune.com) “The economy has affected my business a little,” Tom admitted. “The only difference I notice is with tourists We get more people who are tourists than residents who live in this area. People come looking for me whenever they are in town.”
wanted to be a painter. Now, I am still creating art pieces, but when I think of something, instead of using a brush, I use a needle. Instead of painting, I use fabric.” “My advice to younger, aspiring artists is for them to keep their own vision of design and constantly change their look. Me personally, I don’t follow trends. I do what I like, and my collections reflect that. You should also intern at different houses— It will give you experience. I learned a lot of stuff by working at someone else’s establishment. For more on Sohung Designs please visit www.sohungdesigns.com, or stop by his fabulous boutique, Sohung Designs & Collective, 312 East 9th Street, (btw. 1st & 2nd Avenues) New York, NY 1003
Tom’s surging cliente is definitely a reason for this fashion designer to continue making dreams come true with his eclectic fashion label, Sohung Designs. “The reward of staying true to me and my vision is when customers come in and tell me how great it was to wear the clothing,” Tom laughed. “We get so much of feedback from customers from other states emailing me to tell me how great the clothing is, and that’s rewarding enough for me.” With so much good news coming from Sohung Designs it is a miracle that they have not faced much adversity compared to many other houses- but then again, originality is key when surviving in the world of fashion, and even the world.
“Fashion is art. When I was younger, I D.A.M. Magazine 15
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