A young designer puts the "sexy" in exceptionally engineered clothing.
By: Stephanie Skangos
“Thinking sexy….looking great….feeling a little ‘durrty.’”
Those are the words James Germono, young designer and entrepreneur, uses to describe the essence behind his new fashion company, Durrty Co., which includes a sophisticated and alluring lingerie line and figure-flattering, curve-hugging denim line.
Not only inspired by his pure love of fashion and desire to be recognized for his talent, Germono founded Durrty Co. – derived from a nickname he was blessed with in college – with aspirations to create walking pieces of art and improve the fit of clothing with the help of his engineering background.
I spoke with the original talent, who describes himself as “GQ-trendy” and incredibly label-driven, to discuss his innovative creativeness and fresh perspective on fashion design and his hopes for Durrty Co. in the near future. What I found was a great example of inspiring raw talent that will excite the modern-day fashionista.
When did you first discover an interest in fashion?
I actually got my interest from my mom. Growing up, we couldn’t afford nice clothing, so my mom would take us to consignment stores. I would reinvent hand-me-downs and our consignment purchases into one-of-a-kind creations by altering and sewing. I learned to make-do with what we could afford.
I actually got my interest from my mom. Growing up, we couldn’t afford nice clothing, so my mom would take us to consignment stores. I would reinvent hand-me-downs and our consignment purchases into one-of-a-kind creations by altering and sewing. I learned to make-do with what we could afford.
Which designer would you say specifically inspires you and your drive to create a successful fashion company?
Coco Chanel. She came from nothing, worked as a maid, had talent that was eventually recognized ...and became known because everyone loved her talent. Her "nothing" upbringing is similar to mine. I came from nothing; my parents came from nothing. I want to show that being successful in fashion doesn’t mean you have to come from money or be a member of a country club.
Coco Chanel. She came from nothing, worked as a maid, had talent that was eventually recognized ...and became known because everyone loved her talent. Her "nothing" upbringing is similar to mine. I came from nothing; my parents came from nothing. I want to show that being successful in fashion doesn’t mean you have to come from money or be a member of a country club.
How are your clothes different? What makes them stand out?
The lingerie line is sophisticated; while the jeans are Brazilian cut – hugs the hips [and are] form fitting. They’re also satin-lined for a sensual feel. These jeans are different because they create a V shape at the top of the jean. Additionally we select jean material that can stretch about 2 inches. Essentially, coming from an engineering back ground, I’m trying to improve clothing to fit women and men better.
The lingerie line is sophisticated; while the jeans are Brazilian cut – hugs the hips [and are] form fitting. They’re also satin-lined for a sensual feel. These jeans are different because they create a V shape at the top of the jean. Additionally we select jean material that can stretch about 2 inches. Essentially, coming from an engineering back ground, I’m trying to improve clothing to fit women and men better.
So you studied engineering in college?
Yes. I really wanted to go to FIDM to study fashion design. Because I was introduced to sewing by my mother at a young age, it just became innate to me. I wasn’t born with a “fashion” gene. [Fashion] was introduced to me, and I fell in love with it eventually. But my parents didn’t support my decision to attend FIDM. I ended up at Cal Poly [San Luis Obispo] studying engineering.
Yes. I really wanted to go to FIDM to study fashion design. Because I was introduced to sewing by my mother at a young age, it just became innate to me. I wasn’t born with a “fashion” gene. [Fashion] was introduced to me, and I fell in love with it eventually. But my parents didn’t support my decision to attend FIDM. I ended up at Cal Poly [San Luis Obispo] studying engineering.
Why were your parents against you attending FIDM?
They believed there was no career benefit in pursuing fashion. As an Asian, they wanted me to go after the typical careers – engineering, the medical field – something that would create money and give me a better life than they had. Obviously, they wanted the best for me, and they didn’t want me to go after something that would potentially not provide me with a successful and financially-comfortable future.
They believed there was no career benefit in pursuing fashion. As an Asian, they wanted me to go after the typical careers – engineering, the medical field – something that would create money and give me a better life than they had. Obviously, they wanted the best for me, and they didn’t want me to go after something that would potentially not provide me with a successful and financially-comfortable future.
 |
| Image Source: Durrty Co. |
How do you think an engineering background gives you an edge in fashion design and the industry?
My engineering background is definitely an advantage. In engineering you learn to build from the ground up – from conception to prototype to proto-phase to manufacturing to marketing, and, finally, to sales. You learn the technology, the background of a system and where to get what you need to actually create, to take an idea to production. It’s the marketing stage that’s the hard part. In the fashion world, marketing is so big; most people get stuck in the manufacturing stage because they just can’t market their product.
My engineering background is definitely an advantage. In engineering you learn to build from the ground up – from conception to prototype to proto-phase to manufacturing to marketing, and, finally, to sales. You learn the technology, the background of a system and where to get what you need to actually create, to take an idea to production. It’s the marketing stage that’s the hard part. In the fashion world, marketing is so big; most people get stuck in the manufacturing stage because they just can’t market their product.
What are some marketing techniques you employ?
To get our name out, we’re doing sheer gorilla marketing: handing out sticker flyers, getting ads in goodie bags at fashion shows and events, using Twitter and Facebook to spread the word, and sending samples to celebrities through PR agents. We want to try and get [celebrities] to wear our clothing and possibly have them shot by paparazzi and seen in magazines. We also “crash” events and parties, and get onto to fashion lists. It’s really hit or miss with gorilla marketing.
To get our name out, we’re doing sheer gorilla marketing: handing out sticker flyers, getting ads in goodie bags at fashion shows and events, using Twitter and Facebook to spread the word, and sending samples to celebrities through PR agents. We want to try and get [celebrities] to wear our clothing and possibly have them shot by paparazzi and seen in magazines. We also “crash” events and parties, and get onto to fashion lists. It’s really hit or miss with gorilla marketing.
Has the marketing been successful? Where does your fashion line currently stand?
Right now we have some samples but not enough [to launch]. Our first manufacturing round has been stalled by the economy. We were trying to manufacture the denim, but denim is just so expensive. We’ve decided to start with the lingerie line. It’s less expensive to manufacture. But we’re at a stand-still right now because we’re looking for investors. Essentially, we’re in the proto-phase stage – trying to find a means of getting the money we need for production.
Right now we have some samples but not enough [to launch]. Our first manufacturing round has been stalled by the economy. We were trying to manufacture the denim, but denim is just so expensive. We’ve decided to start with the lingerie line. It’s less expensive to manufacture. But we’re at a stand-still right now because we’re looking for investors. Essentially, we’re in the proto-phase stage – trying to find a means of getting the money we need for production.
Ideally, where do you see yourself and your company in five to ten years?
We’ve decided that 2015 is going to be our break-out year. Right now we’re working on the production of the lingerie line, looking for perspective funding and investors and networking, while designing, sketching and conceptualizing for the brand itself. We’ve given ourselves a timeline: 2011 and 2012 are for funding; 2013 and 2014 are for production and marketing; and 2015 is when we want to be known to the public and fashion world.
We’ve decided that 2015 is going to be our break-out year. Right now we’re working on the production of the lingerie line, looking for perspective funding and investors and networking, while designing, sketching and conceptualizing for the brand itself. We’ve given ourselves a timeline: 2011 and 2012 are for funding; 2013 and 2014 are for production and marketing; and 2015 is when we want to be known to the public and fashion world.
Lastly, who are some of your favorite designers right now?
It depends. For shoes, I love Prada – the history, the hand-picked leather. Suits are Prada and Versace, [their] selection of fabric beyond par, their mix of classic and modern. I like H&M for their mix of affordability with luxury and fashion. I enjoy being able to mix and match items.
It depends. For shoes, I love Prada – the history, the hand-picked leather. Suits are Prada and Versace, [their] selection of fabric beyond par, their mix of classic and modern. I like H&M for their mix of affordability with luxury and fashion. I enjoy being able to mix and match items.
Pull Quotes:
“It has become our blood, sweat and tears to try to launch a brand.”
“The essence of ‘Durrty’ is not just an idea; it’s a mindset.”
No comments:
Post a Comment