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Posted by Rosario Herrera on
Just recently, Staple Design creator and considered as one of the founding fathers of modern-day streetwear Jeff Staple was in town for the launch of his brand Staple Pigeon in Manila. The launch featured Staple Pigeon’s Summer 2016 collection, showcasing bold Asian floral prints, polka dots, and military pantones. The festivities continued when multi-brand lifestyle store SneakPeek exclusively released a limited edition Nike Air Zero PigeonID. STATUS was able to get hold of Jeff Staple and asked him to give us tips on how to start a fashion brand.
When you pick a brand name, you have to think about the longevity of it and how it’s going to stand the test of time. Don’t pick a name because it’s the hot meme or trend word right now, because next week you’re going to be like, “Damn! Why did I pick this name?”
It usually means talking to a lawyer, getting trademarks, and everything to really protect it. I feel like creatives who are starting a brand don’t want to deal with lawyers because it’s like the opposite of creativity, right? I agree with you; it’s a pain in the ass. But my thing is, if you’re invested in your brand and you’re really serious about it, you should have a lawyer to protect it. If not, then it shows that you’re not that serious about your business.
If my clothes would be hanging in a store, I’d ask myself, “Who’s hanging next to my brand?” I want to know who’s coordinated with my brand, and that’s who I’d aspire to be. If you’re a designer who wants to hang next to Yohji Yamamoto and Rick Owens, then that gives you an idea on your brand consumer should be like. So, know who you hang next to.
Knowing who your brand consumer is based on where you hang, and that will dictate what your marketing would look like. If you want to do a skateboarding brand versus a high-end couture brand, your marketing would be totally different, but knowing who your customer is will answer what kind of marketing you should do.
This is probably one of the biggest problems that I see in talented designers. They’d do these amazing sketches and samples, but they couldn’t deliver it. They can’t come up with more than 50 designs, and when the store says that they would be needing it by September 1st, you actually send it to the store on September 1st. Be on time. Do what you’re going to say. Commit to your business.