Introduce yourself and/or the team.
“Mike is the definitely the creative person of IAMWHY and I am the organiser, but in saying this, our roles reverse, move sideways and constantly change on a daily basis. We grow the designs from ideas, Mike brainstorms, gets creative and I throw my penny’s worth in. I find the garments, trying to keep as much of the range environmentally friendly, ethical trading and still with a fashion element to it. “
How did the brand start?“The brand started because we were fed up of mass produced board clothing. We wanted a range of clothing unlike other brands in designs and colours, which fit everybody’s lifestyles and is comfortable to wear. IAMWHY, because I am is me, you and the guy and girl down the road. Giving up jobs to start IAMWHY was a big hairy step and one we did not take lightly, but at the same time we had no idea what we were getting ourselves into. Three years down the road and we are still wondering what hit us.”
“The brand is influenced by what we do daily, on the design side Mike sees things in unlikely places and these images are used in his designs. It’s a treat to watch him in action. In the quiet moments, at the top of a mountain we get tons of inspiration and ideas for the brand. Watching surfers, chilled out, relaxed and ready to take the wave quietly puts things into perspective for the long haul. Not forgetting the attitude of skateboarders, cocky and so sure of themselves. So its really a mix of inspirations that gives fuel to IAMWHY, Mike and myself. Commitment to the brand is 100% and nothing less. Despatching an order to a retailer or seeing a complete stranger wearing IAMWHY, now that is 100% inspiration. “
What measures, if any, do you take to make the brand ethical/green?
“We decided that we would use as much environmentally friendly garments as possible in the range and are sitting at 90% at the moment. We can do this because we print the range ourselves in-house. So every order is printed just for that customer. We have natural paper bags for the customers and I have just ordered in bio-degradable plastic postage bags for our online customers. Plus we use as many environmentally friendly chemicals as possible. We wash everything in cold water and reuse unwanted paperwork as scrap paper. We switch every appliance except our fridge off in the workshop when we leave. I’m not on a crusade, but every bit helps and this is our way of trying to help.”
What advice would you have for anyone setting up their own independent clothing brand?
“Think long and hard as you are giving up your weekends and evenings. It will consume you. Find your market place and unique selling point and stick with it. Get support from Business Link and local bodies, they are a source of information, financial assistance and support. Have millions to hand as a brand will eat at your purse strings in the beginning. Commit to the brand.”
“There’s so much in the pipeline, but the one thing that is important to us, is ensuring that IAMWHY’s foundations are solid. Having a shop is on the cards in the next year or sooner if we see an opportunity waiting to be taken. Employing staff is definitely in the pipeline for 2009.”
Well, IAMWHY is really bringing an individual flair to the surf and skatewear market. I love this jumper and this mens tee, among the other great styles!
IAMWHY are online at the moment, but like they say, maybe we’ll see a shop in 2009, so I’ll keep you posted!
