The Truth Behind "Change or Die"

First, some back story: While watching a Youtube video about a young Youtuber buying himself a Lamborghini I gained a wonderful appreciation for the expression, change or die. The public sees a brand even when the brand is not ready to be seen. Lack of control may be unsettling but it does provide an opportunity for more business transparency and brand authenticity.

The video shows a young Youtuber who flew to the Lamborghini factory in Italy so he could pick up his new car in person only to have his future loyalty to the brand compromised by Lamborghini's outdated PR practises; he was not permitted to film. This nearly cost Lamborghini a $400,000 sale. You can watch the video here. 

By resisting change, Lamborghini received negative press in a video that now has over 6 million views. 

For the first time I really understood the what happens when a brand does not stay abreast of changes in consumer behavior or the digital landscape: 

1. A missed opportunity to provide an exciting and memorable purchase experience for a new customer.
2. A missed opportunity to regain a previously lost sale to the Youtuber's brother. 
3. Unintentional damage to the Lamborghini brand due to service that was not up to luxury standards. 
4. A public video with over 6 million negative impressions that shows how poorly Lamborghini performed customer service.

While the Youtuber did choose to follow through with his purchase the experience clearly was not positive and will likely affect his future purchase decisions. Moving forward, Lamborghini would benefit by developing a "camera safe" purchase experience for customers who wish to film. 

In Short: don't be afraid to embrace changes in customer behavior and technology so you remain relevant.

As always, wishing you great success. —TT

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Should Socks Be Branded?

When it comes to socks, a logo is your insurance policy - you don't want to be without one. Yet looking at the socks in my closet I don't have a single pair that has a logo on them. This may be one of the simplest promotional opportunities available to fashion brands - basics like socks require little to no marketing in order to generate sales. 

Risks of not branding socks: 

• Lose an easy sale to a competitor if your customer doesn't remember where they bought the socks.
• Miss out on an opportunity to build the brand's relationship with the customer.
• Saving a few cents upfront may cost you a few dollars if the customer forgets where they bought the socks.

Gains from branding socks:

• The customer is likely more open to upsell offers if they have already committed to buying one item.
• Opportunity to immerse the customer in your newest digital or in-store experience.
• Opportunity to establish buying habits.
• No need to spend any advertising budget on basics as these sales happen regardless of season or price.

In Short: include a logo on your socks to ensure that every shopper knows where to make a repeat purchase.

As always, wishing you great success. —TT

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Age is NOT a Demographic

When someone asks, "Who is your customer?," and you answer: Men between 25-40, what does that actually tell anyone? A customer has absolutely no idea whether your brand will appeal to them. I'm a 29 year old man, so I fall in this demographic, but so do millions of others. I'm no more likely to investigate the brand now than I was before the interview! 

A fashion company often starts with an idea or a problem which was exciting and motivated the team, but operational needs tend to overshadow the original reason for founding a fashion company. By the time you have your product in hand and are ready to sell you've totally forgotten who you are and why they're in business to begin with. 

It's understandable, but it's detrimental to growth.

A young brand needs to attract customers, and customers have immense choice in the market. If your brand struggles to define its niche then you will always have an uphill battle to move products. Define your customer by identifying cultural or emotional traits.

How you should define your customer:

• People who love to be outdoors.
• People who feel best when they're dressed up.
• People who love to try new things.

What you're really saying (sales translation):

• People who want to buy rain coats.
• People who want to buy suits and ties.
• People who want to buy a watch with changeable bands.

Age as a demographic is a largely irrelevant metric and oversimplifies the people your brand aims to serve. People are not numbers, they are opinions and preferences; they are psychographics. Talk about them as such and it will be much easier to gain their interest.

In Short: don't define your demographics by gender and age. Define them by what they like to do or how they wish to feel.

As always, wishing you great success. —TT

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How to Avoid Interview Clichés

So many times when you ask a brand what differentiates them from their competition you get the same answer: "We have exceptional quality and craftsmanship." 

Okay, that's great, but who are you? 

Why don't you talk about your brand's style or the story that sparked the idea for the brand? Why don't you talk about who your customer is? So many brands think that customers want quality—and they do—but quality alone neither excites nor evokes strong emotions to associate with your brand. You need to inspire your customer to dream!

How you should answer the question: "What is your brand best known for?"

• We're known as the go-to brand for people who love the coast.
• We're known as the brand worn by high-achievers.
• We're known for garments that never age.

When you don't talk about cliché topics you enable conversation that dives deeper into what makes your brand different. The interviewer will have a jumping-off point from which to ask further questions: 

• Why do beach-lovers love your brand?
• How does your brand attract high-achievers? How do you define a high-achiever?
• How do your garments never age?

There is an immense amount of competition so don't waste your press time by talking about your unparalleled quality (unless it's truly remarkable and can protect you from flying objects). Instead, describe who you are, why you were established, and why your customers keep coming back. If you don't know why your customers keep coming back, then answer by saying what you hope draws them back. 

In Short: the next time someone wants to know what your brand is known for tell them something unique, not a cliché sound-bite, and you'll actually begin to stand out.

As always, wishing you great success. —TT

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The New Luxury Accessory: Stone

When I was introduced to luxury stoneware brand, Roxxlyn, earlier this year I wanted to collaborate with the great blogger behind Geek Q. I interviewed Mark Schlegel, the Director of Sales & Marketing, and Geek Q shot some awesome styling photos (which you may enjoy here). Together we're happy to present both the people and the products of Roxxlyn and offer a special promo code!

ENGLISH 
What was your very first job?
My very first job after college was an internship with Mercedes-Benz in the Real Estate Management department. 

How did you get into fashion?
I had my own boutique. It had always been a childhood dream of mine. We had women’s and men’s pieces that weren’t available anywhere else in Berlin. We had sneakers, dresses, shirts. Our concept was that everyone who shopped in our store would be able to afford something. I did that for two years. That steered me more and more into the fashion industry. 

How did you end up joining Roxxlyn?
While I still had my own boutique I would help Andreas [the Roxxlyn founder] with trade shows because he wasn’t as familiar with them as I was. We share many of the same ideals when it comes to design and work. He then asked if I would like to join him. I knew that we worked well together and I had too many of my own projects going so I was ready to focus on one thing again – back then I was running around with three cell phones! So yes, we divided the responsibilities and I joined him. I thought it was great because he had a product that was completely new to the market. If he had said, “I’m making basic white tees,” I think I would’ve said, “No thank you,” but as it was truly a unique product I said, “I’m super excited to build this up!”

What is a goal you have for the next few years?
My goal is to establish Roxxlyn as a strong brand. So we’re more present in the market. We have many ideas for additional products and want to see stone become more of a lifestyle product. This summer at Pitti Uomo in Florence we’re planning to introduce 3 new product categories.

How do you strike a work-life-balance?
It’s honestly not that stressful of a work place. We’re like a family here at Roxxlyn and we’re a good team. When we’re at a trade show, and travelling a lot, then I do tack on one, two, or three days of vacation to the end of that trip. When we were last in America at a trade show in Las Vegas I took three days to visit Los Angeles and to enjoy the beach. But by and large my work doesn’t feel like work because it’s fun.

For failsafe styling tips and to learn more about the products check out the partner post from Geek Q!

DEUTSCH
Was war dein allerersten Job?
Mein aller erster Job nach dem Studium war ein Praktikum bei Mercedes-Benz im Immobilienmanagement also in der Verwaltung der ganzen Mercedes-Benz Niederlassung. 

Wie bist du in der Moderichtung gekommen?
Ich hatte ein Modeboutique selber gemacht. Es war immer ein Kindheitstraum zu machen. Wir hatten Herrn und Damen Sachen die es sonst in Berlin irgendwie nicht gab. Wir hatten von Sneakern, und Kleider, Hemde. Unser Ziel war dass jeder der reinkommt sich etwas leisten könnte. Das habe ich zwei Jahre gemacht. Darüber bin ich mehr und mehr in der Moderichtung gekommen. 

Wie ist es dazu gekommen dass du bei Roxxlyn eingestiegen bist?
Als ich mein Modeboutique noch hatte, habe ich Andreas [der Roxxlyn Gründer]unterstützt zuzusagen beim ersten Anstaltungen in dem Bereich von Modemessen weil er sich damals nicht so auskannte. Wir teilen viele Ansichten was Design angeht und Arbeitsweise. Dann hat er mich gefragt ob ich irgendwie einsteigen möchte. Ich wusste dass ich gut mit ihm zusammenarbeiten kann und hatte zu viele Projekte gleichzeitig und wollte mich gerne auf einer Sache konzentrieren – ich bin damals mit drei Telefonen herum gerannt! Ja, dann haben wir die Bereiche aufgeteilt und ich bin eingestiegen. Ich fand es total Toll weil es ein Produkt war was komplett neu in Vertrieb war. Das war so für mich das wenn er mir jetzt gesagt hätte, "Ich mache einfach weiße T-shirts," ich glaube dann hätte ich gesagt, “Nein danke,” aber dadurch dass es wirklich ein eigenständiges Produkt ist, habe ich gesagt, “Das reizt mich total dass mit aufzubauen!”

Was ist ein Ziel das du in den nächsten Jahren erreichen möchtest?
Mein Ziel ist Roxxlyn als Marke stärker zu etablieren. Wo wir mehr und mehr dabei sind. Wir haben ganz viele Ideen für weitere Produkte und wollen mehr den Stein als Lifestyle Objekt einfließen lassen. Im Sommer werden wir wahrscheinlich drei neue Produktkategorien auf den Markt kommen und auf dem Pitti Uomo in Florenz vorstellen. 

Wie schaffst du eine gute Vereinbarkeit von Beruf und Privatleben?
Es ist eigentlich nicht so ein stressiger Arbeitstag. Es ist halt wie eine Familie hier bei Roxxlyn und wir sind ein gutes Team. Wenn wir auf einer Messe sind, und viel reisen, dann ist es auch so dass ich gerne ein-zwei-drei Tage Freizeit noch daran hänge. Als wir in Amerika in Las Vegas auf der Messe waren, habe ich auch drei Tage in Los Angeles daran gehängt und am Strand die Freizeit genießen habe. Großteil der Arbeit fühlt sich garnicht als Arbeit an, so es macht wirklich Spaß.

To see more products from Roxxlyn, and to take advantage of the 20% code, you may visit the brand's website, or view their Instagram.

As always, wishing you great success. —TT

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Do This #6: Products on the Aisle

A casual layout for the stand, and also very approachable, is to have a small rack of clothes that buyers can touch from the aisle. While not right for all brands this could be a good way for an emerging brand to get their clothes closer to the browsing buyers. 

Benefits of Products on the Aisle
Product sells itself

Even if a buyer doesn't know your brand, they know what products they're looking for. By placing some of your goods within arm's reach of the aisle a buyer might see a color or pattern that they're looking for that they'd miss if it was in the stand. 

Draw attention

If one buyer has stopped to look it can draw the attention of other buyers. If several people have stopped in the aisle, everyone up and down the aisle can see that there's a stand with activity. An active stand looks better than an empty stand.

Feel the fabric 

Sometimes a fabric looks interesting and by making it easy for a buyer to reach out and touch the fabric they may want to talk to you.

Browse before entering
Buyers sometimes just wanna look without navigating a sales rep. Putting a few teaser pieces on the aisle allows them to have a first glimpse at the product before being asked questions by the brand rep. Giving the buyer a moment to form questions and opinions makes them feel more comfortable when they speak with the brand rep.

Also Consider 

Optimize the impact of the aisle-facing product by curating a few select pieces which showcase your brand's style or new products. While there are benefits to having a rack on the aisle, a full rack could be too cluttered for some buyers. 

In Short: products on the aisle are an easy way to increase the chance of attracting a new buyer. 
As always, wishing you great success. —TT

 

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Do This #5: Interactive Display

One of the most memorable stands at Premium this season was by Handstich. They froze some garments in a big block of ice which attendees could touch. Over the days the ice slowly melted so you could touch the clothes and it was a great attraction! 

Why you should use an interactive display

1. Entertain the buyers.
2. It is an opportunity to further differentiate yourself.
3. Make a memorable impression - most don't think beyond displaying product. 

1. Entertain the buyers

If you can elicit an emotional response among the buyers, they're more likely to spend time exploring your product. If they feel excited, maybe their customers will feel excitement. Every person who walked by the ice block reached out to touch it. Handstich was able to give them a real emotional response.

2. Differentiate yourself

Most brands hang their clothes on the racks and then stand there smiling. An interactive feature shows that your brand has more depth and is able to offer an experience in addition to a product. Another very interesting presentation was a brand who chose to display 10 outfits on mannequins. They were the only brand to do a presentation-style stand and it instantly stood out when I walked that aisle.

3. Be memorable

After a few weeks have past, I still remember the surprise of stumbling upon a block of ice and a stand full of dressed mannequins. Even if a buyer doesn't place an order right away, by doing another interactive display next season the buyer will remember you much quicker. The more they think about you, the more likely they are to order from you.

In Short: an interactive display adds energy to your stand, makes you more memorable, and increases your chances to sell.

As always, wishing you great success. —TT

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Faux Pas #4: Eating

We all need to eat. But we don't all need to eat in the middle of a sales opportunity. It's easy to turn a blind eye to the business owner who is at the stand alone and needs to eat, but if a brand is big enough to have 8 brand reps it just looks unprofessional to have a team lunch in the stand. Also, why is no one greeting that buyer in the background?

What this says to a buyer

• These brand reps may not be in a mood to answer questions I have.
• Is it appropriate for me to browse while they're all eating?
• Maybe I should come back later.
• The smell of their food is really distracting.
• I hope they clean their hands before they come shake mine.
• If I set my bag on the meeting table I'll probably get food on it.

What you should do instead

Schedule your lunch breaks

The above pictured brand has 8 brand reps! Eight! It would look much more professional to send them out of the stand in 2s or 3s to go eat. This keeps most of the team available to speak to buyers.

What you stand to gain

The team will stay more focused because they know exactly when their lunch break is.

In Short: eating in the stand does not make a buyer feel comfortable so eat anywhere else.
As always, wishing you great success. —TT

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Do This #3: Color Grouping

Make your product easy to browse and group it by color. The above photo shows one of the few brands at Premium Berlin, July 2017, who organized their products by color. 

Why you should color group

• Easy to see the season's color palette.
• Easy for a buyer to see if the stand has what they need.
• Makes your brand look very well organized.
• Gives a buyer confidence that you'll be easy to work with.
• Shows a clear creative vision.
• Puts the focus on product fit, construction, and quality.
• Brings a feeling of calm, to a busy trade fair setting.

Step up you stand

The brand shown above only has solids. To sell more complete outfits this brand should show how to style a complete outfit. They could hang a complete outfit within each color group or set up a few mannequins. 

In Short: color grouping makes makes it easier for a buyer to find what they need and that may translate into additional sales. 

As always, wishing you great success — TT

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Faux Pas #3: Hide Your Brand

Sometimes doing what is counterintuitive can kindle interest, but is it effective when there is absolutely no teaser? The above photo is an established brand but even so, shouldn't there be at least a pattern, or color, or object visible from the aisle which draws you in?

What this says to a buyer

• Do they not need new clients? Why aren't they displaying their product?
• There might be a photo booth with props on the other side of this wall, but I don't know if there's much product.
• This is a playful brand and if my customer is over 30 I don't need to go in.
• They must have a big marketing budget if they approved someone's idea to totally conceal the product.
• They think their brand name alone is enough to draw me in. Maybe it is, maybe it isn't.
• They are well distributed, so if I'm looking for something unique this brand is too commercial. 

What you should do instead

• Draw customers in by starting the experience outside of the wall. 
• Add brand reps outside of the wall to model the new collection and have them hand out "tickets" so attendees can enter the stand to see the entertainment. 
• Add brand reps outside of the wall to provide context for the type of products on display. Ex. If you want buyers to look at jackets, have your brand reps greeting people in the aisle and make comments about how the room is chilly. This prompt gets the buyer's mind focused on temperature and provides some context for browsing jackets. 
• Since the brand seems to have a big budget, why not play with the name (Scotch & Soda) and serve drinks at the entrance so buyers can sip and browse. This brand could probably get a local coffee/tea/beer/liquor brand to donate the drinks in exchange for the exposure. 
• Use some sort of decoration at the entrance to hint at what is inside. Maybe some pattern on the floor that leads into the stand, or 
• Place some speakers near the entrance to play sounds that reinforce the season's theme. Non-music sound clips would be more interesting than standard shopping music.
• Have a projector shine silhouettes or images from the campaign across the glass. 

What you stand to gain

• A more engaging brand experience.
• Buyers who are more focused as they enter the stand.
• Increased chance of capturing walk-by traffic.

The point of presenting your product at a trade fair is to, um, present your product. I believe that the fancy installation shown in today's faux pas ultimately became the focus of the brand's stand rather than their products. Do you agree or do you think the frosted glass is alluring and therefore effective at drawing the buyers in?

As always, wishing you great success. —TT

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Do This #2: Decorate the Walls

Decorate the walls of the stand. The above photo shows the ONLY stand among hundreds at Premium Berlin, July 2017, to use a reflective gold wallpaper and it's great! 

Why spend money on decor
You stand out

In a sea of white boxes and grey floors any stand with even the slightest bit of thought given to decoration becomes instantly more noticeable. Even if the buyers are all wearing black and white it's still a relief for their eyes to suddenly see something different.

You show who the brand is

Buyers have limited time and every second counts. Before a buyer even looks at the products, a decorated stand gives them an opportunity to develop a first impression of your brand aesthetic. Without a decorated stand, their first impression is much less impactful.

You reinforce the season's concept

Decorated walls can help to communicate the season's concept, enhance the color palettes, and breath more life into an otherwise sterile space.

You provide a wayfinding visual

When you strike up a conversation outside of the stand, how can you make it easy for buyers to find your stand? Tell them to look for gold wallpaper, the logo balloons, or the flower Mickey Mouse. It teases the buyer with what else they might see and is a memorable navigation tool.

In Short: decorate your walls, peak their interest, make it easy to find you.

As always, wishing you great success — TT

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Faux Pas #2: Blocking Access to Products

Tom Sawyer did a wonderful job painting this stand's white floor, so why did the brand reps place their meeting table in such a way that buyers have poor access to the product?

What this says to a buyer

• The brand's needs are more important than mine.
• If I want to browse their products I have to listen to a sales pitch first.
• Will the move or will I have to ask them to stand up so I can see the products?

What you should do instead

• Push the table to the side or in one of the corners. Simple.

What you stand to gain

• Buyers can more easily see and reach the products.
• Buyers won't feel like the brand rep is just waiting to deliver a sales pitch.
• Also, when the brand reps are bored, they won't be the first thing a buyer sees when looking at the stand. It gives the brand rep time to perk up.

Not to say that this stand is doing everything wrong, there are aspects that are good. The elevated floor—it's surprising how one step suddenly makes you feel separated from the rest of the activity in the trade fair. This brand's products are nicely merchandised by color so your eye travels easily through the season's palette. Their hanging racks are copper pipes which is a nice decor choice that tells us more about the aesthetic of the brand.

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Good Trade Fair Practices #1

From Premium Berlin, July 2017, this stand looks great and feels inviting. 

Why they're doing it right

Room to browse

With a relatively large space this brand was smart to not overfill their stand which allows room for movement. The open space makes it easy to see products from the aisle. And there is clearly room for a buyer to enter the stand, explore the collection, and pull product off the rack to see it in more detail. 

Meeting table surrounded by products

Rather than push the meeting space to one side, and put product on the other, by integrating the meeting table into the middle of the space it makes it much easier to invite a buyer to sit when a chair is no more than a step away. And products are always within arm's reach.

Island of featured products

I love this island. It allows the brand to strategically feature one product—likely a new or redesigned product—which demonstrates that they have a clear marketing plan; they want buyers to know that their brand offers shoes in addition to apparel. 

The island is also a nice buffer between the sales team and an uncertain buyer. The island allows the buyer to feel safe while browsing the table. When a sales person approaches the island the buyer can feel safe to engage with them or to say no thank you. During a meeting the island visually blocks the activity outside of the stand and allows buyers to focus better.

Nicely merchandised by color

The brand is very good about presenting the season's color palette. Many styles are shown in the same color so buyers can focus on the product design, function, and quality. When a buyer does ask about additional colors the sales person will know that this buyer is a good potential customer. 

Minimal decor

White walls, very light wood floor, and a smaller brand logo on the back wall, help to place all of the focus on the product. 

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Faux Pas #1: Product on the Floor

In the Premium Berlin fair there is a long hall. At the end of this long hall are some small rooms named the Cubes. In the back corner of one of the Cubes I saw something that really surprised me—product on the floor. How can an emerging brand knowingly present their products so carelessly? Let's examine this a bit...

How does this impress a buyer?

I have attended 13 trade fairs this year and have seen many different approaches to using the stand space, but product on the floor is a no-go. The point of attending a trade fair, and paying thousands for a stand, is to entice new buyers to investigate your product offering. Considering the amount of competition in the market, presenting your product in an attractive manner should be top of mind. 

Product on the floor implies:

• We do not value our own products.
• Our product is cheap and disposable.
• We are not concerned with sustainability.
• Our quality is inconsistent.
• Our company is poorly organized.
• We do not have a marketing strategy.
• We do not know what our core product is.
• We do not know what our customer wants.
• We are focused on short term gains, not long term relationships.
• The products shown may change or be eliminated next season.
• We do not need more sales.

If your stand isn't appealing, there are plenty of others that are. 

How to correct this faux pas (and others seen in the above photo):

• Get the product off the floor and onto shelves or display boxes.
• Merchandise your products so buyers can see what you have. Group by like color, style, or size.
• Bring less product to the stand. It is acceptable to whet a buyer's appetite so they schedule a follow-up meeting to learn about your products.
• Fill flat products with filler to show their shape.

What you stand to gain:

When you value your products, buyers will more easily see the value. Elevating the products on shelves or display boxes brings the items closer to the buyer's eyes and hands. By grouping the merchandise in a logical manner the buyer can easily see what you have, what your product range looks like, and they can determine whether you have what they need. When you bring an edited range of products you demonstrate a knowledge of both your collection and your customers because you brought only the essentials that a buyer needs to make an informed decision.

These improvements would attract buyers who are more serious and more willing to pay your price, and that's really what every brand wants.

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Part 2 of 2: Working With Friends

Continuing from Part 1 of 2: The Silk Road to London, today St. Piece co-founder, Ting Hsu, talks about the process of forming a business and learning how to best work with a partner.

How did you two prepare for entrepreneurship?

Sandy graduated from Central St. Martin and knew of an evening course on how to start a business so we got in touch with the school to ask if I, as her business partner, could join the course even though I wasn't an alumni, and they permitted it. After that we spoke to people in the industry and learned about resources for young designers. We decided along the way that we wanted to do something that would best display Sandy's art and that's how we started making scarves. In our third season we started working with Neiman Marcus and Bergdorf's. Prior to that we thought St. Piece would be a fun side project!

What was it like those first few seasons?

When Sandy and I first starting going to shows and people asked if we had a lookbook, or a line sheet, etc., we said, "Yes of course," and then would turn to each other and say, "We should have done that!" and then we'd wing it.

What have you learned about working as a team?

Sandy is a great designer and like many creative people she feels very personal about her work. I act as a buffer between her and the buyers. I've learned to reposition the feedback we get so it's positive and will improve Sandy’s work rather than critique it. For example, one season we had lots of yellows and oranges, and I was told by some of our European and North American stockists that those colors don't work well with Caucasian skin tone. So when I spoke to Sandy I explained that the designs were good, but the stores would prefer different colors that work better against a Caucasian skin tone. That's a reason that she can accept and as the designer she needs to know this information about our customers. It works well for us to work as a team.

Thank you to Ting for the interview! Additional information about St. Piece is available on the brand’s website and Instagram. This was Part 2 of 2 so be sure to read Part 1 of 2!

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Part 1 of 2: The Silk Road to London

I met Ting Hsu, cofounder of London-based print studio, St. Piece, in passing at London Fashion Week Men’s where he invited me to stop by the his silk stand at Pitti Uomo. Founded in 2013, St. Piece specializes in luxury silk scarves and accessories which feature intricate patterns and rich colors. Ting shares the entertaining story behind the brand’s formation and demonstrates how the dream may be free, but the hustle is indeed sold separately. 

How did you get into the fashion industry?

I never thought about working in fashion until 2014 when I started this company with my business partner, Sandy. My career started in Restaurant PR which I did for a long time. So I went from an industry where everybody eats, to an industry where nobody eats. Haha!! No that's a joke. Everyone I know is really healthy but that is a common misconception.

8 different looks using St. Piece silk scarves and ties.

How did you and Sandy get introduced?

I've known Sandy for a long time as a friend. I think it was Christmas of 2013 and several of our friends decided to organize a Christmas dinner. At some point I got to look through Sandy's portfolio and I was amazed, I was mesmerized! I can hardly draw a straight line with a ruler so when I saw Sandy's artwork I said, "Oh my god they're so amazing I wish I could wear them." She offered to print them as t-shirts for me and as we were a little happy from the wine we thought it was such a great idea that we wanted to turn it into a business. The next day we talked about it again and said, "Why not?"

How did you come up with the name, St. Piece? Do you pronounce it like it's French?

No, we actually don't. The S and T stand for our names, Sandy and Ting. We originally used “ST PIECE” as a way to note that it was a piece of art by Sandy and Ting. People who saw the label thought our name was St. Piece, so we decided to go with the flow and use that name. 

Thank you to Ting for the interview! Additional information about St. Piece is available on the brand’s website and Instagram. Be sure to read Part 2 of 2: Working With Friends. 

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Africa Through The Looking Glass

In recognition of #AfricaDay2017 it felt appropriate to share an interview with John Pritchard (pictured above), founder of sunglasses brand, Pala. Not only are his sunglasses well designed, but they are lifting people out of poverty—for every pair of sunglasses Pala sells they donate a pair of prescription glasses to impoverished regions of Africa.

Education is one of the most crucial tools for lifting people out of poverty and proper vision is one of the most crucial tools for enabling people to complete their studies. Inspired by Pala’s mission, Berlin photographer Martin Popp and I collaborated on a photoshoot to bring attention to a cool brand that’s making a difference not only on Africa Day, but every day. Please enjoy the story of Pala, below!

IKE glasses in green/black tort.

How did you get into fashion?

My route into fashion was very much different— I started with a cause and then found a product to support the cause. I've always had an affinity for Africa, and when I learned that 10% of the world doesn’t have access to eye care I took that as a starting point.

What prescription do your glasses have?

I'm -1.5 so I can get by, but I’m definitely better off with glasses.

NURU in gold.

What is the impact of providing vision to people in need?

Prescription glasses is one of the most economically beneficial tools because it enables them to work. For example, Ethiopia is a very cotton-based industry where a lot of jobs involve sewing and needlework. You can't thread a needle without a pair of glasses, so people with poor eyesight can't work and earn an income. Also, for children in school who can't see the blackboard or read their books they are immediately at a disadvantage. In many respects a pair of prescription glasses is better than giving money because you're giving something of lasting value.

ASHA in tortoiseshell.

Is there one story that sticks out to you? 

There was a father and daughter in Ethiopia who traveled 500km to get glasses. It took them 2 days! The father said that he wanted Gabra to go to university and that it was very important to have her eyes tested for glasses. 

Gabra (left) traveled 500km to get glasses.

What impact have your product cases had?

Our glasses cases are made from recycled plastic waste in Ghana by a number of weaving communities. Historically they've only been able to work for 3 months of the year because they only have seasonal access to the grasses. However, by using plastic that allows them to weave throughout the year. So there's a better regularity of income and it's a more sustainable opportunity for them.

Where do you get your plastic waste?

There are three sources—

1. In Bolgatanga, Ghana, you can take plastic bags in to get recycled; we buy those. We get them washed, cut into strips, twisted and woven into cases. 
2. We also use a charity called WaterAid. They use discarded plastic water sachets to carry emergency.
3. We go to a factory in Accra [the capital of Ghana] that makes plastic bags, and we buy the off-cuts or waste plastic from their production. Furthermore, any waste leftover from our weavers goes back to this factory to be recycled. There's basically no waste in our whole process of making these cases.

ZOLA in pink marble.

What's a milestone that you're proud of?

We're a young brand but we are coming up to our thousandth sale, which means that we've helped 1,000 people.

When you do take that one night off, how do you like to recharge?

I tend to go out with friends. On the weekends I'll go cycling. I do paddle boarding and climbing as well. I like to be physically active. I get a really good release from it—the stress floods out. 

DAYO in black marble.

Who is someone you'd really love to collaborate with?

My ideal would be Emma Watson because she's the same age as my target market and she's very into eco-friendly and sustainable fashion. She's also very empowering for women and as a father with a young daughter I value that. 

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Thank you to John for sharing your story! Glasses styles shown in the images above are in order of appearance: John is wearing NEO; Marcus is wearing IKE, NURU, ASHA, ZOLA, and DAYO. Additional information about Pala is available on the brand’s website and Instagram. 

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