Where To Buy Wildfox
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The brand launched in 2007 when Kimberley Gordon and Emily Faulstich started a T-shirt brand that found early success and was placed in retailers such as Urban Outfitters and Kitson. It expanded from this category to include dresses, jeans, pajamas and swim. Wildfox was a frequent participant in Swim Week in Miami Beach, Fla., where it produced swim runway shows. Faulstich left the company in 2012, and Gordon exited the brand in 2015, according to their LinkedIn profiles.
What were some of the early challenges?"A lot of small things, really. Money wasn't a big challenge because we had an investor but there was the guilt of losing someone else's money and worrying that it wouldn't work. The other challenge was the actual physical labor. We didn't have a factory at the time so we'd find giant spools of fabric and lug them into the car. Emily's old Mercedes has no AC and it was boiling hot and we'd be stuck in the worst LA traffic. We also didn't have anyone advising us. We wanted really soft, vintage tees and there was no expense we wouldn't sacrifice. We went through processes where there was 70 percent damage and we lost so much money doing it. It was hard but it was really fun. The difficulty made it exciting." A look from Wildfox's Spring 2012 Lookbook.
What lessons did you have to learn the hard way?"There are some things I wish I had done differently. Doing denim is hard. It's the market that almost no one can make money [in]. It is a mistake when you can't make something that doesn't look original enough. That's the most important, to have an original product or to corner something. People want to get something new that they can't get anywhere else."
Does creating T-shirts ever get boring? How do you stay inspired and motivated?"It changes a lot. Every season we do a different theme so that helps. It helps you feel inspired to design. I imagine a muse and design a collection for her. One way to stay motivated is to be inspired again and again by what you're doing. You have to love what you're doing. You do get really tired of it. People are under this illusion that you live a fabulous life where you are designing all the time, but it's hard work and 70 percent of the time, I'm planning. When I am designer, it's refreshing. I think of clothes in a story of who the girl is and where she is going to wear the clothes to. The visual [editorial], the lifestyle brand part of it is my favorite part."
In a packed bar where we were waiting for a table, we'd noticed two empty seats. But they were interspersed between a group of three men who apparently didn't want to sit too close together. (You've seen them: the same men who have to have a seat between them at the movies.)
When we asked if we could have the seats, they obliged. But instead of scooting together on adjacent seats, they literally handed them to us without moving an inch. So there we were with two bar stools, but nowhere to put them.
Do you want to stay in contact with Wildfox? If so, you can get that contact through Pinterest, Facebook, Twitter or Instagram. The company maintains profiles on all of these social media sites, so you can have Wildfox as a constant companion no matter where you are. 781b155fdc