Thursday, January 19, 2017

Pitti Mini Interview: Mitchumm Industries


Having taken the creative lead as a second generation director of Mitchumm Industries, Alex Mitchumm, has achieved a lot. Under his leadership the company has opened a new flagship store in Como, Italy, and introduced a new, higher-end label, I'm Den, to broaden the company's consumer reach. In between visits with buyers Alex enthusiastically answered my Pitti Mini questions.

What do you love most about fashion?  

I love the emotion of designing clothes. It feels so good when customers enjoy the products that you worked so hard to make. Mitchumm Industries is a fun brand. I make every pattern colorful and unique. We recently introduced the label, I'm Den, as a more serious product for a more mature consumer. I want to provide the best value for the customer at each of our brands; nice price and great quality.

Waistcoats shown from left in big blue dots on grey, jacquard polka dots, and grey and blue.

Why was it important to move the brand to Italy?

When my father relocated the company from LA where it was founded, to Como, Italy, it was with the understanding that I would join as creative director. We’re proud of our fashion tradition in Como. Como is known for high quality silk so we honor this tradition by making all Mitchumm Industries products in Como using the best quality materials.

Shirts shown from left in Bordeaux “tapestry” and Liberty of London – Desert.

What is missing in men's fashion?

Good taste. You see Pitti Peacocks at Pitti Uomo and many of them think that style means wearing a complete look from one designer. But if you think of Cindy Crawford, she looked great in jeans and a tshirt; that's style.

Shirts shown from left in wool fil coupè and owls & blue tulips.

How do you define success?

Satisfaction between me and my customers. If you read the brand message on the labels it explains our purpose for making clothes. The tag reads, "It's all about making beautiful and comfortable things for you, my friend, creating every day something cool and fresh." I want to make people feel good and earning money second to that.

Shirts shown from left in Liberty of London – Juniper and pink ducks

Thank you to Alex for your time! You can see the rest of the Mitchumm Industries collection on their website or their instagram.

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