THE DENIM FACTOR

The global denim business is a $100 billion dollar industry and is a staple in our wardrobe. We had the chance to talk with Andrew Olah and his daughter Emily Olah, who are luminaries in their industry. Together with their team, they run a series of businesses that further the denim industy from Olah, Kingpins (which we attended earlier this summer) and Denim Days. We sat down to find out about the upcoming Denim Days taking place this fall.

ATHLEISURE MAG: We enjoyed checking out Kingpins and are looking forward to Denim Days in NYC this fall. We look forward to being media partners this year. Tell us about your backgrounds and how it led to where you are now.

ANDREW OLAH: Well we’re really excited to talk with you about Denim Days! Let me share a little about me first. I’m second generation in the textile sales business so early on I kind of changed it and switched to denim. We’re from Canada and we used to do every kind of fabric.

I grew up in jeans and in the 60’s, jeans weren’t so accessible and they didn’t have any connotation of any kind of social position. In my culture they did, but not in the rest of the world. I couldn’t wear my jeans - some schools wouldn’t allow you to wear them etc. So it’s all I wore and when I got to represent companies that made denim or corduroy I loved it because I knew that I could wear it – how could you not wear what you were selling? Even in the denim industry back in '97 when I was thinking of moving to NYC, I had to think about it because I would have had to wear a suit.

Eventually, we moved the business to fabrics in denim. I worked for the first denim mill ever outside of the United States which was a really lucky job. It was an Italian company – the Italians impacted the denim industry really really early on being the first ones to use denim in non-traditional shapes. In the American history of denim if you look at vintage pictures, it’s all workwear related and very traditional styles.

The Italians were the first ones to say, let’s make a sexy top, a sexy dress etc. I don’t know if you have ever heard of a company called Fiorucci that’s what they did – fashion tops and fashion bottoms in weird shapes. No one had ever heard of that or thought of it in America really. Obviously there were no fabrics in the United States to do that and when people were sourcing they realized it was cheaper for them to make that shirt outside of the US and to do it in Asia so this started to happen there and this started the denim industry in Asia. The Italians impacted the industry because they  enlarged what was seen as a jeans industry by the shapes and the sizes and by women's wear.

The second job that I got was to work with a Japanese company. Again, the Japanese have a huge impact on the jean industry globally – I’m talking about global business and not just American. So the Japanese recreated vintage. Their emulation of vintage was better than the original vintage. It’s like someone copying a Mustang from ’65 and making it 10 times better than the original one and yet looking the same – that’s kind of what they did. They’re obsessed with the components and application so their obsessions make them uncompetitive. They have their own cache. So the company moved to NY in ’98 and we wanted to meet customers and we already had 20-30 customers but we wanted 70 so we started Kingpins as a tradeshow because we wanted to meet more customers and have them come in, hand out their business cards and say hello. When we first stated in the beginning, we used to do personal introductions to everybody because the shows were small.

Kingpins started in 2004 and we never even charged anyone for it, it was just a party and we did it for 2 or 3 years, until 2007 when the recession hit, and we switched the business model to being for profit and now Kingpins is the largest tradeshow in the industry for supply chain – not to boast and quite accidently. It was never our aspiration but it just happened. Our Amsterdam show is really really huge.

AM: And why Amsterdam?

AO: We picked Amsterdam because the community in Amsterdam loves jeans. The late mayor of Amsterdam was a believer in jeans and he felt it was the business for his city. They did a study and they found that Amsterdam had more jean brands per capita than any other city in the world. Which is easy when you have a population of 700,000 – a little more difficult if you’re a city like Tokyo, Istanbul, Sao Paulo* or LA even. That was their mantra and the fact is the fact that that is their business in Amsterdam. They have a lot of brands there and they made it their business to celebrate that to go with what was working for them and to try to get brands in this vertical to move there because they have an industry. They have the culture there and the population loves it there!

Do you ever notice that when we’re there people wear more denim there then here?

EMILY OLAH: Oh yeah 100%.

AO: It’s kind of weird because we’re jeans people and you go there and everyone is wearing jeans. Even in hotels the people working in the hotels and the restaurants - even the uniforms are jeans or denim! It's kind of weird whe you first see it. When we first went there, we stayed in this brand new boutique hotel and ever since people wore jeans and even their aprons were denim!

But anyway, we decided to do it in Amsterdam and there was also the issue of the House of Denim – have you heard of that?

AM: NO!

AO: Over the course of my career, of 40+ years I was frustrated that there wasn't a school for those in the denim trade. We all got jobs and we had to just learn o the job, but there ws no place to learn outside of that.

I have produced a class on jeans for 14 years at FIT which is known as the Capstone Course and they're preparing for their 5th year anniversary. Recently it was announced that there would be a New Jean School in Milan - so this is the start of a big difference in our industry as we grow up!

Now the House of Denim in Amsterdam started the first jeans school in 2012. They're also planning on putting a laundry in the city so that people can wash their jeans.

So in doing our supply chain tradeshow Kingpins there, they said that they wated to do a festival known as Denim Days which led us to doing it there.

What we didn't realize was how many people all over Europe and Turkey and other countries liked Amsterdam and loved shopping there. They loved going there and being their for inspiration. It was an amazing decision.

AM: So Emily, before we delve into Denim Days, how did you get into the denim industry?

EO: I went to college for biology. I was not a good student so I went and had various jobs. One day I got a phone call from my father and his friend – they were in a taxi. He said I needed to go to Portugal and learn the business with our family friend. I had to get my life together, learn Portuguese in 6 weeks if I was serious. I said yes. I packed up my life, learned Portuguese in 6 weeks (I went to language school 4-5 days a week) and moved there about 6-8 weeks after.
I worked in a garment factory and worked in our friend’s shirt factory. I worked in every department learning each component of it together through it’s complete process. I had to make a garment where the pattern was made by me, sewn by me, finished by me and it had to be approved before I could work from the office.

AO: They wouldn’t let her out of the factory until it was approved.

EO: I was failed like 20 times. I sewed my finger, it was like your sleeve is a centimeter shorter then the other sleeve, try again So I eventually passed my production sewing job and I started
working in the office.

AO: Who were your customers?

EO: My customers were Paper Denim, Burton Snowboards, AG and Marc Jacobs. So I had the American market and the factory that I worked for was a boutique factory so we did small runs. We did all kinds of products and not just shirts – it was shoes, bags, sweaters etc. In Portugal, all of the factories around us did small run production so I would just have to drive in a 50km radius to go to factories that did any kind of production. And then when I was ready to leave from Portugal I had been working with Rogan for awhile and got an internship with them here in NY.

AO: At that time, he was one of the most renowned designers in the industry.

EO: He was growing his business really quickly and there was this small staff of like 6 people when I went there as an intern. They had me running to midtown to check on their garment factory and whether their production was going ok and in 2 weeks they were like, “we have this new brand and we want you to run it.” I was like, “really ok”. They said, “it’s a really big opportunity, we’re going to do jeans and t-shirts. Production is already set you just have to deliver the goods.”

AO: And that was Loomstate.

AM: Oooo we love Loomstate wow!

EO: I did all of the product development and the production. Jared who works here now, also worked there and developed the sales. That’s how I got started in the business.

AM: Wow everyone loved their jeans and the shirts were great! So how did you make your way here?

EO: So I worked for several brands in the premium area on the production side. I eventually moved to LA because a lot of them were there and I wanted to come to NY. I had an opportunity to work for the factory that I stated with and that brought me back to NY and I worked out of the Olah office. That’s sort of the beginning.

AO: A few key things happened that led to her being at the Olah umbrella. We never hired her.

EO: Yeah his business partner hired me.

AO: True, what happened was she was working with AG and Rock and Republic and then she moved back to NY to work with the Portuguese guy that she started with and we paid her salary because they weren’t going to pay her enough so we said there are things to do around the office and she had her own world and it had nothing to do with me so I thought that that was cool. Then he and I had some issues and the relationship got funky and one day when the relationship ended, she had no job, but was in our office. So we tried to see what she could do to justify her being her.

My partner kept telling me that she was really smart and I was glad to hear that, but I didn’t think about it.

EO: And now 11 years later, here I am haha.

AM: So what do you do here?

EO: So our business is segmented into 3 areas and I straddle all 3 in an operational way, but I spend most of my time in the events world like Kingpins and Denim Days.

AM: So how will Denim Days this year be different then Denim Days last year?

AO: One thing that we will do which is different is that we are changing the speaking. We had people speak last time. The day before we did Legends. But this year we will have something everyday on Sat and Sun all day long so the speaker element will be amazing.

EO: Right like speakers and workshops that will be engaging to the consumers that come in and it won’t be on a separate day. Quite honestly, our Legends last year were a bit more B2B. The access to the attendees will be a lot greater this year.

AO: If you come in and feel what’s going on, it will all be in one big room. It’s going to be much better this year!

EO: I think 2019 will be a big evolution because we are going to move Denim Days to be the same week as Kingpins so it allows us to have denim events for 6 days in a row as opposed to being segregated.

AO: Then it will be a proper festival because it will be 6 days in a row with B2B and B2C.

EO: It will be a lot more dynamic that way and will engage a lot more people.

AM: What made you want to introduce Nashville to Denim Days?

AO: They asked us. But they have started the Nashville Fashion Alliance* and the NFA people are nice and their arguments for the fashion industry to move there to me is compelling. They remind me a lot of Amsterdam.

EO: Yeah their local government is very similar to Amsterdam.

AO: Yes you have access to the mayor, the Senate, Senators, the governor – there is a whole level of community. When you have academia, politics and commerce mix, it’s like the perfect moment. It’s like nirvana – it doesn’t happen here, but when it happens, everyone is on the same page. All the people are not competitors you’re doing the same thing and it becomes a community. Amsterdam has nailed it – accidently – but they are in this status and if they don’t screw it up, it’s brilliant. Nashville sees it and is trying to create it and I believe that they will. Then they have the music industry and so when they came to us, we said yes. They said they would help us with the media. Little cities in many ways are the future. So it’s interesting for us.

AM: So what trends are you seeing in denim that we should keep an eye out for fall of this year and more specifically for Spring 19?

EO: It’s about fiber and performance.

AO: The biggest thing – everyone wants something special. In the old days, if you wanted something special it was about having the Jordache name on it and that was something special.

EO: And that was enough.

AO: I remember I had a friend telling one of the Hilfigers at the time that they should just sell their label at the checkout counter because you have all the same jeans. So Polo could be $5 for the label and Tommy could be $6 and this one is $10 and Levi’s could be $3 and you just stick it on because it’s all the same stuff. That’s the history of the jeans business.

Exceptional jeans products right now – I think that everyone makes exceptional jeans products so then the issue is what is the company like. Everlane has done really really well with jeans and they’re not a jeans brand – but they have done well. It’s about the company and what’s
inside it and most of all how it fits and performance. Performance is everything and that means that you have to step out and find new ways of doing things.

EO: I completely agree. People know more about the product and want to know more about it. They have to have a reason for its existence and it just can’t be another piece that’s lined up
on the shelf. Something in it that’s different than something else and that’s outstanding.

AO: Like, when you go to Selfridge’s. The jeans shop is huge and there isn’t one sign but the brand name – what is that? That is like having this table with bananas and then saying, which one do you want? This one is $105, this one is $98, this one is made in LA – I mean really? They’re bananas!

AM: Just so our readers are clear, in addition to having your tradeshow within the supply chain - Kingpins as well as a festival denim show - Denim Days; you also work with brands that want to become denim brands?

AO: Yes, we have 3 actual business models. In addition to the shows, we develop fabric and then we sell the fabric. That division would help small brands that we believe in. Scott Morrison he was doing Paper Denim – we helped him with that. We’re happy to help those that are looking to get into the business - to a point. You can give someone food, but you can’t help them chew it!

PHOTOS COURTESY | Olah Inc.

Read more from the July Issue of Athleisure Mag and see The Denim Factor in mag.

BESPOKE BY DESIGN

Finding your signature look can be as easy as wearing bespoke items that are tailored to you as well as your needs! We chatted with lifestyle designer, Matteo Perrin whose passion for fashion has been seen on apparel and accessories that have been worn by celebrities, socialites and more. We found out how he got into the business, why he designs and how he channels his passions.

ATHLEISURE MAG: Tell us when you realized that you were interested in being in the fashion industry, your fashion background and when/why you began designing your line.

MATTEO PERRIN: As a teenager living in a small town outside Verona I went through many style transformations, some of which I am still proud of and some not so much. But I am not afraid to explore. I was about 14 when I realized that I really enjoyed creating things to wear. I had lots of inspiration from my grandmother and our dear family friend, a tailor in Rome who inspired me to create beautiful creations. I played around thinking I was not good enough to create my own line for a few years, until a tilting point in my life where I had to go one way or the other. I am grateful I chose my passion.

AM: In a world of fast fashion and mass production, bespoke design and personalization is such a coveted element to add into your look. Why is this something that you have embraced?

MP: I grew up around the artisan’s world with my great grandfather who only owned a few incredible pieces since, at that time, you owned a small wardrobe but it was all bespoke. My
grandmother was also the same, quality above quantity. So I experienced the difference between fast fashion and bespoke designs. I chose the latter as it is more fitting to my style of life and personality. I love how special it is to create something that embodies the person and their personality fully and makes them feel and look as they should.

AM: What is your work influenced by and what is the process like when you are creating unique pieces for your clients?

MP: Every single piece and every single situation is different. I design creations that are meant to make the person glow, so of course each person is a big influence in what I do. The process
is quite special; it's like a wine tasting, takes time, passion, and by the end you have a full understanding of the person in front of you, so the magic can happen.

Of course, same as wine, I choose the people I work with carefully. If I don’t feel the vibe is right and that they ultimately understand and can appreciate what I can create, then no matter
who they are, I don’t work with them.

AM: We know you have dressed John Travolta for years; however, who else has your work been on that we would know?

MP: Privacy of my work and design is key for me. But I’d like to invite you to stay tuned – there are gonna be big surprises coming.

AM: In addition to menswear, do you also design pieces for women?

MP: Yes of course, I consider myself a lifestyle designer. I design lots of pieces for women. Pretty much anything that can complement a person’s lifestyle, from clothing, shoes, jewelry, accessories, luggage, blankets purses, etc.

AM: In addition to apparel, we know that you have designed accessories as well. What is the power of an accessory on a look?

MP: A great accessory can be used as the main piece of a look or as a compliment to an even more outstanding piece of clothing, depending on the type of effect you want to create.

AM: In addition to outfitting people, you have also brought your luxury brand to cars, yachts, and private jets. Can we expect to see you collaborating with hotels or other areas that are in need of your signature luxury?

MP: I love creating, so I am very open to new areas where I can add my signature and contribute to making this world a little more beautiful and enjoyable for people.

AM: When you are not designing, how do you take time for yourself and what would we find you doing?

MP: Well, in some way I am always designing, but I spend most my free time with my family. I have two children and a wonderful wife. So spending time with them and my close circle of friends brings me lots of joy.

AM: Who have you yet to work with that is on your list to in the future?

MP: Michael Jordan, David Beckham, Tom Cruise, Angelina Jolie, Elon Musk, to name a few.

PHOTOS COURTESY | MATTEO PERRIN

Read more form the Feb Issue and see Bespoke by Design in mag.

RIDING WITH HUSQVARNA NYC LAUNCH PARTY

We enjoyed Husqvarna Motorcycles' launch of their highly anticipated new range of “real street” motorcycles to the North American market in NYC. The VITPILEN 401, VITPILEN 701, and SVARTPILEN 401 feature new advanced technology for the world of motorcycling. Inspired by the minimal simplicity of classic Swedish design, Husqvarna's new urban motorcycles combine high quality, state-of-the-art technology and progressive technology to redefine the modern riding experience.

Guests enjoyed previewing the three sophisticated, urban-styled models to celebrate Husqvarna's return to street motorcycling. Hasselblad X1D camera demos were on hand for motorcycle photography amidst the backdrop of Husqvarna's VR experience, its 2018 fashion accessories preview and a cocktail party atmosphere at the Skylight Modern event space in Chelsea Gallery District, NYC.

Read more from the Feb Issue and see Riding with Husqvarna NYC Launch Party in mag.

REEBOK | WOVEN INTO THE FUTURE

Earlier this fall, Reebok announced a new footwear technology called Flexweave - revolutionary shoe upper material that is incredibly versatile, providing a balance of lightness, durability, fit and stability. Reebok partnered with three designers across the world to create bespoke fitness prototypes to showcase this one-of-a-kind material.

The design partnerships within this collective are known as "Woven into the Future" and includes an altitude-training mask from the UK design collective Modla (ENG) that showcases the material’s softness and durability, an “active seat” from Dutch collective Odd Matter (AN) that highlights its flexibility and strength, and GPS-enabled gloves by Joe Doucet x Partners (USA) to display the material’s customization and versatility.

The Flexweave material will first be seen in the FAST Flexweave running shoe, available in February on Reebok.com, and the material was developed through the Reebok Innovation Collective (a division championing the open-sourced pursuit of progression via innovation and partnerships that aims to push the boundaries of invention). These partnerships with the global fitness brand explored the potential of Flexweave and explored its limitless potential to create a unique product that links form and function to create an aesthetic product that utilizes the benefits of the technology while serving a fitness purpose. Flexweave boasts an open figure-8 construction that interlocks unlimited strands of fibers to create a single surface construction that is as strong as it is light. All designers worked with the version of the textile that will appear in the first-generation of Reebok Flexweave footwear, launching in 2018, made from chenille yarn.

JOE DOUCET X PARTNERS -  New York City, United States

As a designer, entrepreneur, inventor and creative director, Joe Doucet is one of the most sought-after creative talents in America. Doucet designed a pair of Reebok Flexweave running gloves, form-fitting to the wearers hand, absorbing sweat as they run and lightweight for maximum comfort. The prototype was designed with the vision of being GPS-enabled, guiding the wearer through their run with flashing LED lights to indicate when to turn left or right.

“My inspiration was to capture the unique qualities of the Flexweave technology through something advantageous to an active lifestyle. The strength, flexibility and multi surface durability of Flexweave led me to the idea of a ‘smart’ running glove with a sleek, stylish silhouette. With the form crafted by Flexweave, the next stage of development would be GPS integration paving the way to a new frontier in wearable technology,” said Doucet.

ODD MATTER -  Rotterdam, The Netherlands

Odd Matter is a design studio driven by curiosity; researching, creating and exploring the world through its materials, processes and concept. The duo created a furniture series of ‘active sitting’ chairs; made through a combination of Reebok Flexweave and malleable EVA foam.

“The Inspiration for the chair came from the Flexweave material itself. Whilst experimenting and playing with the fabric we were very intrigued by its behavior, structure and strength under tension. From there we wanted to create an object that played with that tension, a bit like the string of a bow, something in which the tension and strength is palpable,” said Els Woldhek, Odd Matter.

“Working with the Flexweave was very interesting, for instance when cutting it in different directions you straight away notice the differences between the fibers and the technical properties of the Flexweave. This in turn has made us really curious about everything else that is possible with the technology.”

MODLA – London, England

Co-founded by Jon Fidler and Richard Goddard, Modla is an artistic design house specializing in technological innovation, pushing the creative boundaries of 3D printing and digital 3D design. The pair created an entirely new Reebok Flexweave altitude training mask; 3D printing the valve technology across the nose and mouth, coupled with a Flexweave facial strap to comfortably wrap around the wearer’s face during intense training.

"I do a lot of high intensity training so I’m interested in how such equipment works, functions and can help improve performance. But we also saw the potential in the aesthetic of the Flexweave material, to create something which would blend with the mask and align with the contours of the wearer’s face.

As it happens, the Flexweave material provided even more benefit than just the aesthetic and was amazing to work with. It’s strong and durable, so perfect for a product that will get a lot of wear and tear; while also incredibly lightweight, making it breathable on the face for athletes when training." said Fidler.

“Flexweave is going to a major part of the Reebok DNA moving forward. With this creative and imaginative project, we’ve achieved exactly what we set out to do; demonstrate through collaborations in other fields what Flexweave can truly achieve when put to the ultimate test,” said James Woolard, Global Marketing Director, Reebok Running.

“The Reebok Innovation Collection champions the pursuit of partnerships and innovations that will continue propelling the brand forward in spaces like fitness, fashion and footwear. Flexweave represents a huge step forward in footwear upper technology and brings with it a wave of anticipation and excitement for what the future holds for this brand”.

Reebok has extended the creative experience around Flexweave to its community, setting up an interactive digital experience on the Reebok Innovation Collective website called ‘Create Your Weave’; inviting you to construct your own virtual weave design and share it with friends.

The brand is also working with one of Savile Row’s finest tailors, Huntsman & Sons, to create a bespoke men’s suit made from Flexweave. Designed for Reebok Running ambassador and superstar WR Brandin Cooks, the experimental pursuit will be complete in Spring 2018.

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Missed the Dec Issue of Athleisure Mag? Check out our cover girls EDM DJ duo NERVO.

PIERRE HARDY | THE MAN OF DESIGN

Pierre Hardy is known as a phenomenal designer who sees dance in his interpretations of design whether he creates shoes and accessories for Hermès, a number of his notable collaborations and of course his namesake collection, Pierre Hardy. His love of dance, design and teaching is felt immediately upon any conversation with him. 

His career includes being an illustrator for Vanity Fair Italy and Vogue Hommes International, designer of women's shoes for Christian Dior, becoming the Creative Director for Women's and Men's shoe collection, as well as the Creative Director for the Fine Jewelry division of Hermès (he still maintains these roles with the brand), collaborating for over a decade with Nicolas Ghesquière for the women and men's collections at BALENCIAGA - and this is just the quick highlights. 

In addition to his coveted roles in the above, in 1999 he launched his own shoe line for men and women and at that time he also collaborated with a number of brands, including 3 shoe capsule collections with GAP and he partnered with NARS for a capsule collection of nail polishes and blushes.

We talked with Pierre to find out his thoughts on designing the smartwatch band for Apple Watch, what his process is like when he is designing, what it was like to launch his own namesake, his relationship with various design houses and the importance of sneakers.

ATHLEISURE MAG: You have designed with Hermès for a number of years and have created iconic prints as well as pieces for the house. What was it like to have the opportunity to create the watch, band?

PIERRE HARDY: It's a very narrow field because I just did the bracelets and leather bands. My mission was to think about what you can do with the band for the smartwatch. What was interesting for me as a designer was to link technically the watch with a high-end leather good - to make them work together. In the beginning, I was a little trepid wondering if this was a good idea - but I was wrong. In the end, it worked so well - for both of the brands I believe! The combination and perfection of how it came together and in working with the team in Paris and to have that time together was interesting.

AM: Will there be other wearable designs in your future?

PH: I believe it was just that one, but I would not say no if they asked me!

AM: Throughout your career, you have collaborated with many designers, what was it like working with them?

PH: First as a point of clarification, I would say that my position with Hermès is not a collaboration, it's more like my second house. We've known each other for such a long time now. When we came together, it was immediate and there wasn't a hierarchy. I was and am happy to be a part of the success of that house. The same can be said in working with Balenciaga. It fit and I liked, as a designer, the experimentation of what we created and it was very different as a designer.  

AM: It seems that when you design with these coveted houses that you are in a state of translation. 

PH: Absolutely, I always look to transform things into different shapes - something visible, tangible and sensible. Something you can enjoy. I'm always looking to understand as a means to design into the pieces that you enjoy. I'm always searching for something new and better. I love the pleasure and satisfaction that comes from the work.
 

AM: How did creating your own line come about?

PH: At that time, I had designed with Hermes for about 10 years and wanted to create pieces that there wasn't a place for them in my work there. I came  to the realization that I would have to create them in another space. I decided to launch 15 models in my living room and I called the press and said, "I've made some shoes, would you like to see them?" I was lucky because it worked for me!

AM: What were you looking to achieve with this line? 

PH: I was naive when I first came out with my line. Looking back at the initial offering, it was a bit rough. When you start something on your own it's so different. The American press was very enthusiastic - it was not the same in France. Neiman Marcus came and bought the first collection - miracle. I told myself that if I sold 1000 pairs of shoes I would be happy - I sold 3000! But when I first started my own line, the idea was there, but the quality wasn't there yet - we were just starting out. I started the line because I wanted newness. People look to the past to recreate but I want to do so in a new way!

AM: You're known for designing heels, bags, and jewelry, but you also design sneakers! Sneakers are on trend - do you think it will continue to evolve?

PH: Yes I design sneakers especially for men! The lines between sneakers and shoes is a blurred one now. It's one of the shoes that women have to wear now - it's our lifestyle and the way we go about our lives! You don't have to think about it and you wear it to be more comfortable and it's a key fashion item nowadays. The main thing to note about them is it's youth. It's the best shoe to wear to look younger! You win 10 years - I'm not kidding! Youth his very important and the feeling of young age is dynamic and filled with energy. I love wearing sneakers! It comes from your memory of college, efficiency, sport, dynamic speed. All of this together - makes you better!

AM: What's your favorite color?

PH: Black - I think everything is beautiful and better in black. The only color I like is red. Black is more of an efficient and theatrical color. It's physical and optical. Anything on a black background looks better and more obvious. Even my home is all black.

Read more from the June Issue and read Pierre Hardy, The Man of Design in Mag.

STATEMENT BOUND | A CONVERSATION WITH SPRAYGROUND'S DAVID BEN DAVID

Whether it's via Instagram or candid shots in your favorite weeklies, you have seen athletes, celebs, their children, entertainers and more rocking backpacks that are designed at another level (bold graphics, wings, fun fabrications)! From backpacks, accessories, and apparel - this pop art is a coveted favorite that has become a collectible by those in the know.  Known as Sprayground, its founder and designer, David Ben David aka DBD, has taken his love for traveling, surfing and skating to build his empire on bags that allow you to keep it moving! With a background that also embraces the street art scene - he continues to challenge himself with new designs that have added to the cult phenomenon of the brand! 

As we transition into Spring, designers are already seasons ahead in terms of design, shooting project and being inspired. We took some time to chat with DBD to find out more about the brand, celebrities who have embraced his collections, his collaborations and more.

ATHLEISURE MAG: Tell us about your background and how you came up with Sprayground?

DAVID BEN DAVID: I love to travel with bags, from surfing to skating when I was a little kid, I always had bags. But I always had a black bag, so boring and generic, right? So then the idea came to me: let’s spice up this category. There was an opportunity there. I just created one bag, the Hello My Name Is bag, because I was from the whole street art scene, where that sticker is very iconic in my world. So I put it on a bag and it sold out very quickly. I was freaking out, because I was, like, am I going to be a one-hit wonder? I had to challenge myself. So I came up with the Money Stacks bag, [which] was better than the Hello My Name Is bag and everyone–every celebrity, athlete, musician–wore that bag. And ever since then we’re getting a lot of traction. We are now sold in over 80 countries.
 
AM: What is the Sprayground aesthetic/lifestyle?
 
DBD: The Sprayground aesthetic/lifestyle can be categorized as being one of ambition and drive. It's comprised of luxury and the jet setter life, always on the move, all the while maintaining a certain level of style that can only be achieved through our unique designs and silhouettes.

AM: Why do you think a number of celebrities and entertainers are drawn to this brand?
 
DBD: Artistic, different, they appreciate the edgy designs and lifestyle. Bold, you feel empowered when you put on Sprayground.
 
AM: Who is the Sprayground guy and girl?
 
DBD: Sprayground's demographic is so vast as we have kids from ages 12-16 to adults and celebrities like Chris Brown, Odell Beckham Jr and Spike Lee wearing our bags.

I would say our core demo is 17-30, currently skewed male, however; our female demographic is expanding drastically, especially since we launched a female oriented capsule for our 2016 Back to School Collection in early June and will continue to launch female oriented capsules called “The Duchess” collection.

Sprayground’s guy and girl is alternative, edgy, collective, fun and fashionable.
 

AM: In addition to your core line, you have a number of collaborations or special collections - what have been some of your favorites and what should we keep an eye for out this Spring and Summer?
 
DBD: Spongebob was a cool story. The actual creator of Spongebob approved the designs himself, which they never approve anything. We have a Simpsons collaboration launching that the creator of Simspons approved those designs as well. Keep an eye out for more exciting collaborations coming this Back to School season!

AM: What are your personal favorites in your lines?
 
DBD: Each bag I create is like a new baby... I love them all.. I created them.
 
AM: Who would you love to see wearing Sprayground that has yet to rock it?

DBD: Happy seeing “people," all people are celebrities under God’s eyes.

AM: Where do you find inspiration when you are thinking of the next season or campaign?
 

DBD: Living in this creative and vibrant city, New York. Also, traveling. In each season, every piece tells a different story. Our collections play and have multiple different themes. Every campaign has energy and color. We cater to everyone. 

AM: In your personal time, where can we find you brunching, going to happy hour and working out?
 

DBD: 4 thinks I like: Family, Traveling, G-d and creating.

AM: When you're not designing where or what can we find you doing?

DBD: I'm always in a state of creating...building a brand is like fighting a battle..the second u stop, the next brand can advance.. it's about always being new, innovative and building and motivating a team around you.
 

| PHOTOS COURTESY Sprayground | Odell Beckham Jr; NFL Giants | Young Thug; Rapper | Ruby Rose; DJ, Actress, Model, Recording Actress, TV Presenter, Former MTV VJ | Chris Brown |

Read more from the Feb Issue and see Statement Bound, A Conversation with Sprayground's David Ben David in mag.