21 juli, 20161 kommentar

Interview: The Designer behind fashion accessory brand Dogaholic

Dags för juli månads intervju med ett nytt ansikte i branschen. Jag älskar att få en inblick i hur andra tänker och arbetar med design och är så himla glad över att få kunna erbjuda er en titt in i det också. Den här månaden intervjuade jag Alina, en ung tjej med passion för hundar och accessoarer. I och med att hon är född i Tyskland, uppfödd på Mallorca och numera bor i Madrid är den här intervjun på engelska. Varsågod!

It's time for our next interview in the series of Fashion Behind the Scenes! I love to get a peek into other peoples creative worlds and to be able to share their passions here. This time I got to speak with Alina, a doglover born in Germany now living in a bustling area in Madrid with a passion for fashion accessories. She recently decided to start up a new brand for like minded dog lovers combining her two passions and shares her inspirations and challenges with us.

 

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Tell us a little about yourself!

My name is Alina, I’m 23 years old. I’m from Germany but when I was 4 years old my parents decided to move to Spain, to the beautiful island of Mallorca, where I grew up in a lovely house next to the sea with cats and dogs.

My parents, both very creative, have always been an inspiration for me so I knew that I would one day do something related to fashion just like them. When I was 18 years old I decided to move to Madrid where I started a degree in leather manufacturing. After several internships related to fashion accessories I realized that accessories are my passion - so I decided to do a master in accessory design (jewelry, bags and shoes) at the Istituto Europeo de Design in Madrid. Now I live in one of the oldest and most traditional areas of Madrid next to the flee market - which always is a source of inspiration!

Why design dog accessories?

Because I love dogs - I’m a real dogaholic. When I was a little girl I started redecorating the collar of my dog Rosita; she even had to wear a pink pearl necklace. Then I got my own two dogs and I was searching for dog collars with a nice and different design. I began to do dog collars myself. When walking my dogs, people showed lot of interest in my dog collars. After the master in accessory design I decided to start my own project! Dogaholic, a brand for the dog and owner, inspired from the latest fashion trends and 100% handmade.

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 Alina in the making of another handmade accessory

Where else do you find your inspiration from?

I find inspiration nearly everywhere, usually I collect or do a little sketch of all the things that inspired me.

Who do you design for?

I design for dog lovers who search for individual and exclusive dog accessories, who value handmade products, where every detail is made with love. A dog and his owner have a special connection, the dog collars also can be used as bracelets to demonstrate this symbolic connection. Dogs are like another family member, you take them with you nearly everywhere, so why not style them with a nice dog collar and leash that fits to your out fit?

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 Snapshot from Alina's fabric library

What does your process look like when you design?

First I do a little research of the latest fashion trends. Once chosen the colours and theme of the collection, I gather up all the sketches, notes and ideas that have inspired me. With the collected information I do a little mood board. Then I start sketching and adding details until I get to the final design. One of my challenges is to design functional but stylish dog accessories. When the designs are done I select the materials and start to produce the products. Every single product from Dogaholic is handmade, which means quality and a whole lot of love.

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Tell us a little about the themes in your new collections

For this summer I did three collections;

The Tropical Collection, inspired by the tropical rain forests, a wild environment full of life. I used a bold combination of strong coloured leather with different textures and animal prints.

With the pastel coloured leather of the Soft Pop Collection I wanted to transmit peace and serenity to those turbulent times that we are living in our world. The designs show romanticism with a touch of kitsch.

The third collection is the Metallica Collection, inspired by space, with metallic colours, leather with different textures and extravagant effects.

And there’s also the Classic collection, a timeless collection with basic leather colours, classic and simple designs.snake

Which product is your absolute favorite?

My absolute favorite product is the Gold Leash, I really love functional accessories! You can put your keys in the mini purse and attach the leash to the bracelet. It makes life much easier when you walk your dog. A little secret preview for the upcoming winter collection… there will be another functional accessory, focused more on human but with a detail for your dog.

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 The black leash with purse and a cool bracelet to clip on the leash.

What’s your greatest tip to those who want to start a brand?

Have a clear idea of what you want and try to be different. It’s not easy to start a brand, it takes a lot of time and you have to be really patient. Never give up!

 

 You'll find Dogaholic handmade on instagram, facebook and in the webshop!

7 juni, 2016Inga kommentarer

Interview: The designer behind Heeds shoes

Dags för ett nytt inslag här i bloggens Fashion behind the scenes-kategori: intervjuer med människor från insidan av branschen! Först ut är en kille med något mycket spännande på G, Håkan från nystartade Heeds shoes. Håkan bor sedan många år i London och inspireras av det vibrerande storstadslivet där och tar med sig det när han designar skor. Fortsätt läsa för mer om hans väg till ett eget skomärke och hans bästa tips för att lyckas i modebranschen!

It's time for a new feature in the fashion behind the scenes category: interviews with people working in the business! First out is a guy with a really exciting thing going on, Håkan from up and coming brand Heeds shoes. He's Swedish but lives in London and combines the two aesthetics in his designs. Read more about his new brand and his best tips on how to make it in fashion here! For English, scroll down.

 

Hej Håkan, välkommen till Fashion BTS. Berätta lite om dig själv!

Hej Sandra! Hmm, vem är jag? Jag är nu 30 år gammal och kommer från Sverige, närmare bestämt Göteborg. Eller ska kanske inte ljuga, uppvuxen 3 mil utanför Göteborg där jag spenderade de första 18 åren. Men flyttade därifrån så snart jag fick chansen. Jag har alltid velat utforska och se nya ställen, länder och städer. Efter ett par vändor i Asien, en flytt till Spanien och efter ett lagerjobb i Norge hamnade jag tillslut i London. Här har jag nu bott i 7 år och det hektiska storstadslivet passar mig som handen i handsken.

Tror att många skulle säga att jag är en kreativ, social person som alltid vill vara med det händer något, livrädd för att missa något skoj!

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Varför just skor?

Honestly, det är något som jag glidit in på och senare fortsatt med. Ett deltidsjobb i en skoaffär blev till ett intresse som blev till en passion. När jag senare börja plugga och genom skolan skulle göra en del längre praktiker var det en självklarhet att göra dessa på skoföretag. Där och då blev jag designassistent och det intresset slocknade inte. När jag senare kom till London och börja plugga skodesign på St. Martins Collage Of Fashion fanns det ingen återvändo. Detta skulle jag fortsätta med!

Vem designar du för?

När jag förra året startade Heeds bestämde jag mig för att göra skor som jag vill se på folk. Inte direkt följa alla de trender som ändras konstant. Självklart finns det ju en viss del av förnuft och ett hum om vad folk vill ha på sig. Du kan säga att jag designar för alla och ingen. Eller för dem som vill köpa mina skor. Skulle älska att se en färgglad, sprallig riktig krutkärring springa omkring med ett par högklackade Heeds. Det skulle göra mig glad.

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Bilder från Håkans mobil på nya modeller som kommer in.

Hur ser din process ut när du formger en kollektion?

Detta kanske låter lite pretto och ganska larvigt. Men jag har sagt att jag inte kommer ha några kollektioner så som man brukar. Alltså en vår/sommar och sen höst/vinter. Jag kommer komma ut med nya modeller under hela året. Känner jag för att släppa en ljusrosa sommar sko i november så kan jag göra det. Jag vill att det så ofta som möjligt skall dyka upp nyheter i min shop och mina skor inte ska finnas i massupplaga. Det kommer bara göras X antal av varje modell. Visst är något väldigt populärt så kommer det förmodligen göras en snarlik modell, men inte samma!  Det blir mer exklusivt.

Aha, intressant! Vart hittar du inspiration?

Absolut överallt. Jag har inga regler och är ganska oorganiserad. Men när man satt sig ner och öppnat datorn (designar mest i Illustrator) och börjat göra en design utvecklas ofta den till 10-15 olika varianter. Helt plötsligt är den klassiska pumpsen 15 cm högre i skaftet och har remmar i 3 olika material.

Kan du beskriva de skor som släpps nu för oss?

Det kommer bli mycket svart! Svart, svart, svart, det går hand i hand med mig och min stil. De första skorna som kom ut var i pony hair, vem gillar inte pony hair? Det ger skon mer textur och gör den mer intressant kan jag tycka. Inte äkta, men i textil som ger samma känsla. Jag använder PU material, vilket inte är äkta skinn. Det görs så bra skinnimitationer nu och det gör även att jag kan hålla priser nere. Fina skor behöver inte kosta en förmögenhet! Kommer även komma skor med svartvit och beige orm-imitation inom kort.

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Ponnyhårs-imitationn skärs ut. / It's a fringy summer!

Bra för vegetarianer med PU också! Vilken är din personliga favorit?

Oh, jag fick precis hem prover på en jättefin modell som kommer göras i bara 30 ex. Så man får vara snabb på bollen här. ”It’s a fringy summer” heter den modellen och är en 10 cm hög kilklack, liten platå framtill med en rem över foten. Den har ett 15 cm högt skaft upp över vaden och fransar som hänger ner runt hela och går ner till sulan! Helt i svart i 2 olika material, snart får ni se mer av den <3

 Så spännande! Och slutligen, Vad är ditt bästa tips för att lyckas i modebranschen?

 

Var envis! Vill du så kan du! Det kan ta lite tid och kanske innebära lite omvägar, man kommer oftast inte dit man vill direkt!

 

Håkans märke Heeds hittar du här, och i Nordic Poetry i Boxpark, 2-6 Bethnal Green Road, E1 6GY, London.


Hello Håkan, welcome to Fashion BTS! Tell us a little about yourself.

Hello Sandra! Hmm, who am I? I am now 30 years old and from Sweden, to be exact: from Gothenburg. Or maybe that's lying, I'm from a small town three miles away from Gothenburg were I spent my first 18 years. But I moved away as soon as I got the chance. I've always wanted to explore and see new places, countries and cities. After a few trips around Asia, a move to Spain and a stock job in Norway I eventually ended up in London. I've been living here for the past 7 years and the hectic big city life suits me perfectly.

I think people would describe me as a creative, social person who always wants to be in the middle of action, with a huge FOMO!

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Why shoes?

Honestly, from the beginning it was just something I randomly started working with. A part time job in a shoe store turned shoes into a hobby which later became a passion. When I started my studies in Sweden and got to do a few internships through school I just had to do them at shoe brands. Then and there I became an assistant shoe designer and that passion never faded. When I later came to London and started studying shoe design at St. Martins College of Fashion there was no turning back!

Who do you design for?

When I started the brand last year I decided I wanted to make shoes I could see people wear. Not really be a slave under the constantly changing trends. One could say I design for everyone and no one. Or for those who want to buy my shoes. I would love to see a colorful, cool senior lady run around in a pair of high heeled Heeds. That would make me happy.

fashion-behind-the-scenes-heeds-shoesBehind the scenes snaps from Håkan on new models coming in shortly.

What does your process look like when you start a collection?

This might sound a little bit pretentious and silly, but I've decided I wont do collections for Spring/Summer and Fall/winter like it's usually done. I want new shoes to come all year long. If I feel like releasing a pale pink shoe in November, I should to be able to do that. There will be new shoes in my shop as often as possible and my shoes will not be a made in big quantities. Only a few of each type, that way it's more exclusive. Yeah sure, if something is super popular I might do a reworked version of it - but never the same!

Ah, interesting! Where do you find your inspiration?

Absolutely everywhere. I have no rules and I am pretty disorganized. But when I sit down and open the computer (I use mostly Illustrator) and start with a design it usual develops into 10-15 different variations. Suddenly the classic heel has a 15 cm higher shaft and straps in 3 different materials.

Could you describe the shoes you are releasing now?

There will be a lot of black! Black, black, black, it goes hand in hand with me and my aesthetic. The first pair of shoes we released was in pony hair, who doesn't love pony hair? It gives the shoe a bit more texture and makes it more interesting. It's not real pony hair though, but in textile with the same feel. I use PU materials, which isn't real leather. Nowadays they make great leather imitations and that gives me the possibility to keep the prices from being sky high. Nice shoes don't have to cost a fortune! I'm also releasing shoes with black/white and beige snake skin imitation soon.

making_of_shoes_heedsThe Pony hair imitation is being cut / "It's a fringy summer!"

And it's better for vegetarians with PU too! Which one is you're favorite?

Oh, I just got a sample of a really nice shoe that will only be made in 30 pairs. So you have to grab it quick! It's called "It's a fringy summer" and has a 10 cm wedge heel, a flatform in front and straps across. The shaft is 15 cm high and has fringes that hangs around all of it, all the way down to the soles! It's in black,  in two different types of materials - you can soon see more of it in the shop <3 

 Sounds fab! And last but not least, what's your best advice for making it in fashion?

 

Be stubborn! If you want it bad enough you can do it! It might also take some time and you might go stray sometimes - but you'll get there in the end! 

 

You'll find Håkan's Heeds shoes here and at Nordic Poetry in Boxpark, 2-6 Bethnal Green Road, E1 6GY, London.

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