Several months ago on an outing to see The Social Network, I met fashion entrepreneur Amy Gelender. We got to chatting about the fashion biz since she and her sister Rachel were launching the first collection for their newly-founded label Threadware. While sipping glasses of bubbly and discussing the Gap logo redesign debacle after the movie, I saw the Spring 2011 lookbook and was hooked on the easy drape of the silk pieces and fun print choices. Yours truly recently had a sneak peek at the contemporary label's upcoming fall collection and the line is hitting its stride with their graphic prints, flirty details and body-flattering silohuettes. Inspired by movement, the pieces are dramatically draped and feature cascading layers while the color palette is comprised of warm and cool tones.
Based in New York, Threadware was conceived by the Gelender sisters-turned-business partners in 2010. Designer and Creative Director Rachel studied design at the Fashion Institute of Technnology and worked for contemporary label Mint Collection by Jodi Arnold. She seeks to "provide an individual point of view to women seeking fresh styles and memorable prints". Amy, the Director of Press and Sales, left behind a successful career in advertising to bring her strategic marketing experience and business flair to the brand. On a personal level, I was so impressed and inspired by their decision to strike out on their own. *Sending you good juju for a successful market!*
As Fall 2011 is about to be unleashed on the masses during fashion month (Bring it NY, London, Paris and Milan!) and the fashion heavyweights garner mass amounts of press, we must remind ourselves there are smaller labels making clothes worthy of attention too. The fashion industry itself is small and we are all bound by a common thread.
{S/S 2011 images courtesy of Threadware}