Where did the "rooster" logo originate?
Our rooster, or "Cock" logo, originally came about for the Whiteboy men's line, which was an in-your-face way of looking at the world, and of not being afraid to express yourself. The cock became a symbol of individuality for the Men's line, lending itself to the "Get Cocky" ad campaign. This led to a natural progression of using our rooster for women, but in a subtler way. The Whiteboygirl customer is not "cocky" per se, but she marches to the beat of her own drum and is proud of it.
Who do you design WHITEBOYgirl for?
Whiteboygirl is composed of pieces for a woman who loves fashion and wants to wear something edgy and unique. She is sophisticated enough to modify and drive trends, and combines pieces and brands based on how they look and feel. She enjoys art and street culture, and doesn't mind being a bit controversial. Our customer appreciates great fabrics and fit, but feels comfortable stepping outside of the box to wear items that best represent her own individual style.
Where do you see women wearing WHITEBOYgirl?
Whiteboygirl is a contemporary sportswear line that encompasses the busy lifestyle of the modern fashion-conscious woman. On this note, many of our garments are versatile enough to be worn during the day, and then glammed up with heels for a night out on the town. We also continue to offer our graphic logo tanks and easy to wear tracksuit sets, and in the Fall '07 collection there are some really dressy signature pieces.
What accessories perfectly compliment your line?
I think our customer is savvy enough to accessorize in her own style to create a one of a kind look, but we are developing some of our own accessories as we continue to grow. Most likely we will add in some hats and scarves for Holiday.
How would you select the perfect WHITEBOYgirl outfit for your best client?
The beauty of a collection like Whiteboy is that many of the pieces are versatile enough to be dressed up or down, and designed to mix and match separates, so you can create a number of different outfits. Also, everything is denim friendly, so you can wear your favorite jeans and still feel pulled together.
Which celebrities were spotted wearing WHITEBOYgirl?
Brittany Murphy, Jessica Alba, Eva Longoria and Britney Spears are some of our biggest fans.
Where do see the line going in 2007?
Our Spring '07 line is our small debut collection, with logo tanks, clean constructed woven bottoms and jackets, and novelty tops and dresses. I'm very excited about Fall '07, which will incorporate some very dressy pieces, suiting and sweaters, as well as casual knits and wovens. It's a large collection that includes many categories, including lounge tracksets, coats and dresses, as well as the casual bottoms and tops. And we remain true to our edgy, hand drawn graphics and intricate details.
What trend are you most exited about in fashion?
I'm most excited about the step away from over-embellishment, and turning back to cleaner silhouettes and techniques. I believe there's still a place for graphics, washes and prints, but in moderation. Sometimes, less really is more.
Interviewed on 2006-10-20