As I understand, Self Edge’s ability to be exclusive purveyors for some brands is an important quality in such a highly competitive marketplace. One question though, how does one approach the art of selling high-quality, durable goods such as raw denim? The products as we know it are far from something you’ll end up replacing every few months especially when you bring something like Iron Heart’s into question.
Agreed and I’ve been asked the same question a few times. As it turns out, the jeans are often an entryway for customers to discover the incredible collections that these brands are also producing. Of particular interest are the shirts and jackets that all of our brands make, many of which are a history lesson of sorts in garment production from the ’20s to the ’60s due to the painstakingly exact ways they are assembled. Whether the customers appreciate the history, the construction, or the general aesthetic, the tops do very well at Self Edge and are an easy thing for people to get into after they’ve picked up a pair of jeans. We also stock leather goods, jewelry and footwear from many of the brands so there’s plenty of things for customers to discover each time they’re in the shop. And of course, we have folks who like trying new jeans often.
Do you feel that the fashion industry perceives the Internet as a tool in different ways relative to other industries like technology? It seems that fashion itself is much more brand-driven than other industries that this plays into how brand’s approach the Internet.
I can attribute a good deal of our success to the Internet. At our inception, so many tools were at our disposal: online communities, message boards and blogs. These weren’t available to everyone. Many companies of our size are still learning how to best use the Internet to build a brand following. The trick, like you alluded to, is making it look cool and desirable when some of the strongest fashion brands in the world pride themselves on their elusiveness. This is something that is quickly fading, though; every luxury brand has a website and most have e-commerce stores.
Our school of thought is that we’d rather customers see our product than not; at that point, they can make a decision on whether they like it. Of course, we’re very detail oriented with regards to how our items are shot and presented, and we target specific news sources on the Internet. But we’re not opposed to anyone talking or writing about the brand (or buying it, for that matter).
Andrew’s story continues to inspire.
There really isn’t another streetwear brand out there that I can mention that had the foresight to see where the so called “game” was headed and to make the move to more contemporary classic styles considerably earlier than any other brand.
Now it’s not hard to find any number of streetwear or “post” streetwear brands who are kicking out just as many oxford button up shirts as New Era fitted caps, but I still hold 3Sixteen as one of, if not the first, streetwear brand to initiate that maturation.
I’m interested to see how 3Sixteen settles into the bigger scene of contemporary men’s wear, and also to see just how long this current obsession with “American” classic style will last since it seems that 3Sixteen is at the very least benefiting or trying to align to some extent with the new found love for all things authentic American.
At any rate, enormous props to Andrew. One of the most easy going and helpful guys in the industry. Continued blessings and luck to 3Sixteen.
Nice feature Eugene.
Thanks for the comments Phil… I sort of have to play the flipside here. I don’t necessarily think that it was a market shift that served as the catalyst for 3sixteen so much as it was a change in preference. He sort of mentions that it was just a maturation of tastes. To say that 3s was more of a cutting edge brand that shifted based on trends may or may not be true but I think it sort of takes away from the authenticity and organic growth of the brand. I just seemed like a perfect storm, Andrew and Johan wanted to do this and with it came a market shift at their backs. Definitely not taking anything away from 3s but I must agree that individual change > market change.
hi, that could be a nice and interesting article? I don’t know cos I gave up after reading after this: ‘From a somewhat prototypical streetwear label marked by …”. Such pretentious, meaningless, made-up words! WTF is ’somewhat prototypical”?!? It’s so dumb it’s almost brilliant!
Maybe the rest of the article was brilliant. If so, kudos.
Cheers
Either you’re unfamiliar with “streetwear” of 2006/2007 or 3sixteen itself. Take your pick.
I doubt Andrew’s ashamed of his roots but fashioning graphics after rap lyrics, that was something seen on many brands during the earlier days of 3sixteen.
Check the “Cousins” tee inspired by Nas’ NY State of Mind:
http://eugenekan.com/blog/2009/07/25/transformation-complete/
Nice interview Eugene. Andrew answered all the questions I had in this interview. No wonder he didn’t answer them… hahaha.