I first fell for Independent Designer Angie Johnson’s line I Heart Norwegian Wood because of the leggings. Since then I’ve gone on to love her earrings and, most recently, her cage designed panties and bras. Bonus points, I get more compliments wearing her stuff in public than I do on anything else in my closet. I literally can’t count the number of times I’ve been stopped and shared her name. So! Count us as pleased as punch when she agreed to take time out of her busy life and schedule to answer our questions!
I’d done small indie lines which I sold in small boutiques since I was 16, so it’s kind of been an ongoing development. I didn’t start out with a major plan or direction, I just knew that I wanted to be my own boss and make clothing that I really believed in.
What is the most important thing you’ve learned running your company + brand?
Be sincere, treat all people well and with respect and it will shine through in your work. The fashion industry is fake enough, no need to contribute to that state of mind.
Can you describe your design process? How do you choose materials + get started?
I start with a point of inspiration, which can really be anything. For spring I was inspired by the tilework in the Montreal metro system, and built my color palette based on a vintage fabric that I found. For this fall I was inspired by vintage paint by numbers and the idea of a 70s inspired collection that still looks really modern. From there I start thinking about silhouette and trying to find fabrics that fit in to my vision. I make a lot of lists on my phone while in the car (not while driving of course!)
For spring I was inspired by the tilework in the Montreal metro system, and built my color palette based on a vintage fabric that I found. For this fall I was inspired by vintage paint by numbers and the idea of a 70s inspired collection that still looks really modern.
There’s a sustainable + green trend in fashion these days. What do you think about that? Political correctness, PR stunts, or is there something to it…?
Well, like any trend in fashion I think some people really believe in it (the leaders) while some people think it’s something that’s easy to make money by “using” as a selling point (the followers). If people are actually are using textiles and processes that are legitimately greener/more sustainable it indeed does help everyone by helping lower the cost of using these production processes/fabrics (cost goes down when demand goes up) however if it’s just a case of greenwashing…well, that doesn’t help anyone.
Who are some of your inspirations + other favorite designers…?
I love Stella McCartney, Miuccia Prada, Proenza Schouler….so many more as well….there are so many talented people out there!
I’ve always enjoyed the “famous” Proust Questionnaire. So I pulled a few of my favorites for you to answer
What is your current state of mind? Overwhelmed (just got a unprecedentedly large order and am also in the middle of house hunting).
What is your favorite occupation? Designing anything and everything.
What is your most treasured possession? I’m a hoarder, this is an impossible question.
What is your greatest extravagance? An organic energy drink every morning…$3 a day well spent!
What do you consider your greatest achievement? Becoming my own boss.
What is your motto? Oh! I don’t really have one!
Where would you like to live? In the country just outside of Montreal…where we will hopefully own a house within a couple of months!
What is the quality you most admire in a man? Humour.
What is the quality you most admire in a woman? Humour.
If you could choose an object to come back as, what would it be? A computer.
Becoming my own boss!
Who has been the greatest influence on you? My family as a whole, I grew up with a huge extended family!
Alright, nearly done. 2012 has just started. What are your plans for your brand this year? Hopefully selling in a few great new stores, as well as adding leather, bags and MAYBE denim to the collection…so excited!
Last, we love to hear about music. So, do you have a favorite soundtrack + album to work to…? I share my studio with 5 other people (it’s a wonderful 3400 sq ft space!) so we listen to all sorts of music. I’m partial to folk music (Fleet Foxes, Joni Mitchell, First Aid Kit) but we also like to listen to punk, funk, indie rock, etc….you name it, we listen to it!
