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The US Spokesman For The Tide: Rick Klose

2011/9/21 11:31:00 80

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Although Rick Klose's two brands can represent "street". Clothes & Accessories There are two styles of "surfing" and "surfing", but he still maintains that the two brands are not exactly the same as their respective public cognition. In 2010, Rick Klose deleted all the labels and brand information except the instruction label in Freshjive products, instead of a blank rectangle, and repositioned the appearance and nature of Freshjive to meet the needs of contemporary people. Warriors of Radness is just a surfing shop and a modern one. Fashion Mall Achieved complete dominance. Freshjive series and Warriors of Radness men's waist pants occupy half of its store, while the other half is filled with classical nude pictures, punk magazines, obscure art hardcover books and music books.

The American media finally contacted him by e-mail in the global trip of Crowe, discussing with him the status of street clothes and the significance of the nomination of GQ to Warriors of Radness.

I want to do something interesting.

Q: get the latest men's wear from GQ. Designer Has there been any change in the business and exposure of Warriors of Radness since the nomination?

Rick Klose (short answer): it has been very stable, there are no big obstacles on the development blueprint, but there are excellent sales and new order status. The markets we sell are all selective, so there is no obstacle on the way. But I don't want that development. Bubbles have been bloated for a long time.

Q: is there any important change after exposure?

A: now more people know this brand, especially about fashion. Yes, the accounts are further now, and we need more stores now.

Q: Warriors of Radness, as a surfing style brand, is now recognized in the domestic and fashion circles of the United States. What do you think is fashionable and cultural?

A: I think something is worth our attention. I chose to start with Warriors of Radness because I like to design some seaside and wavy things in a healthy style, and this style has not appeared in my so-called surfing industry. As a designer, I do not want to be influenced by the price of surfing market and the constraints of design rules. It's as simple as talking to yourself. This is what I want to do. Who will understand me and sell it at the price it is worth?

I have seen more emerging companies, regardless of the traditional surfing market, are thinking more about things outside the market. They emphasize good style and oppose clothing design to be driven by the market. Just like McDonald's Big Mac wants to please the more consumers at the lowest level of consumption, and pays professional athletes to tell consumers the importance of McDonald's.

Q: you have made some meaningful cooperation with Beams, Opening Ceremony and Saturdays in Japan. What is the significance of such cooperation in today's market?

A: of course, these are interesting and innovative projects. I think it's always good to make special projects for special accounts. It seems that everyone is looking for that "limited" style. {page_break}

I want to strike a balance between sales and innovation.

Q: your product line is very important to what is happening in fashion industry, but it doesn't cater to the trend of fashion. How do you keep your brand new idea while ensuring sales volume? When you are making a clothing business, how do you get the sales team's data when you determine the final product line you are going to sell?

A: I can not say that I have always understood the importance of accommodation. For better or for worse, we are a company driven by one hundred percent designers. But salesmen always keep up with me in marketing and my advice. But each brand, Warriors of Radness and Freshjive, obviously has its own style. I really want to find a balance between sales and fashion innovation. Besides, these are two different markets. Warriors of Radness market is not price sensitive, it is driven by fashion, and the design rule is to have a very unique look. I tell people that Warriors of Radness will always maintain this appearance. It keeps progress and tradition at the same time. I did not want to turn it into a coastal style of California. Just like what happened in the 70s, 80s and 90s when the surfing company was just emerging, there was also a cheap (previously thought) western coastal fashion industry. I tend to think of our appearance as "the new West Coast tradition", because now there is only the traditional appearance.

On the other hand, the price of Freshjive is sensitive to the market. I am lucky that I can make the company get rid of the confinement of the street clothing market. We are still the leader in this market, so now there is more freedom to design for contemporary people. I like the challenge of progressive original design, which gives a specific price.

Warriors of Radness

Q: Freshjive brand blogs are quite different from what most people do on blogs. They are more like micro blogging Tumblrs. Do you have any stories behind your blog? Why?

Answer: on our blog, we update it once a week, an internal writer's story. They always associate with something that I think is of cultural value, and sometimes the real world is the inspiration for our design guidelines. What I want to tell them is that the only reason I open a clothing company is to read and study these stories and T-shirt designs, and I prefer reading.

Interestingly, Freshjive's home page on Tumblr is updated every day. Our Tumblr is inspirational, like many other users. But the difference is that all the pictures (except for the pictures we used in our weekly blog stories) are selected from a large collection of classical books and magazines that I have collected, as well as photos taken by myself. We will never reprint pictures from other blogs. {page_break}

Q: last year, you changed the brand of Freshjive, and deleted all the labels. What challenges do you have to relocate a brand and its public opinion? How did you overcome it?

A: I decided to cancel the link between our name and any part of the product (the word "Freshjive" does not appear in any part of the clothing, but in the place where it is tagged, and on the back of the label only in the website), because the company needs to be changed. A brand has a specific perceived appearance in the market, and the economic situation is very bad now. I don't think I can lose anything. Over the years, I have completely lost confidence in the brand design and the word of mouth that drive a brand name behind.

But in any case, this allows me to adjust the direction of style, because when someone walks into a store and does not see the trade name on the clothes, he will not have any preconceptions about the style. I feel very strong, because I have been accepted, and we have successfully entered the business field, not only from good existing customers, but also with some better potential customers. There is no big obstacle to sales now, but it has created new ways for the future.

Q: what changes have you made in terms of retail partners and target retail partners? What is the difference between the sales partners and the previous sales partners?

A: those same customers, who know that our products are declining in popularity with what I call "typical street wear". But because today's style is more contemporary and the popular group is more extensive, it gives us the opportunity to sell to retailers who used to be reluctant to buy the old Freshjive. Like many target customers, we are still a price driven sales series. We have been favored by many excellent fashion boutiques, because our style is a good business opportunity for their stores.

Loose style is everything to us.

Q: as a pioneer of this kind of style, what does this mean for today's "street clothes"?

Answer: I really don't know. I mean, what's the real meaning of this day? Is it something that is very important, very fashionable and changing the age 20 years ago? It's the same as punk rock. For New York in the early 70s to the middle of the 70s, punk rock was very valuable in culture for London, which opened the way to the Sex Pistols band from 1977 to 1980 and 1980 to 1982. Now the so-called punk band has nothing to do with me in culture.

Q: what is the general story of Warriors of Radness and Freshjive in the spring of 2012?

Answer: Warriors of Radness is still those elements: beaches, surfing, chicken, beer, pie, active green, camouflage, pious yellow, puzzling lavender, broken cowboy color and magic crayon color.

Freshjive began in the spring of 2012, and we began to spread our cultural themes. The 4 spring theme is this: RMK: my thoughts and inspiration came from the rebellious style of the 50s of last century, which I was very interested in; City Noir: reflecting the dark cynical influence of black films; Immigrant: Inspiration from immigrants, especially in Latin American countries. Finally, Less Than Zero: inspired by a tragic movie of the 80s of last century, about Losangeles's spoiled rich children and their parents who are too busy to take care of their children, their children are taking drugs, lacking ambition and moral sense.

Q: is there any feedback from retailers and customers in the last quarter to help you plan for this quarter? If so, what is it?

Answer: No.

Q: what interests you most about this quarter? What is the most specific style?

A: the most exciting thing about Freshjive is obviously not a special single (though there are a lot of good singleton), but because we are doing some of the topics I mentioned, and I have a deep idea for designing a product line.

For Warriors of Radness, I really don't care much about the new single direction. Good quality, made in America, beach goods, etc. However, I am very interested in some exciting franchised stores that we have obtained. They will be a great surprise.

Q: for Warriors of Radness, lazy, loose, oversized, jacket and pants with unconventional silhouette, what's the reaction in the market? Will you continue to carry out these contour shapes? How will you make them into the theme of spring 2012? {page_break}

A: we have brought back traditional trousers with different styles, so we always have to make choices. I can't get away from these pants, and this lazy and loose stuff is ours. The response is very good. That style is everything to us.

It's really the natural appearance of the western coast. Waist pants were accidentally created in California in the 80s of last century. Who wants to wear tights on the beach? The most important thing is comfort. I mean, who would like to dress up in California?
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