One of the many things I learned reading Patti Smith’s beautiful memoir Just Kids was that she loved Vogue Magazine as a child. Patti, the (I had supposed) anti-fashion poet? Trying to categorize her is impossible, and, I realize (as with many of the women I admire), that’s just how she likes it. Appearing on the cover of her first album in a man’s shirt (which she got, natch, from the Sally Anne) and rocking a strong, sexy, androgynous look ever since, Smith is one of those figures who stops me in my tracks on many levels, including how I think about fashion.
I had a conversation with a journalist-friend recently about the connections between culture and fashion, how one feeds into and is frequently informed by the other, but how frustrating it is that followers of each so rarely cross into other worlds. Save for the Gaga/Madonna/McQueen/Bjork/Warhol / Jacobs / Murakami types who a/ are super-rich b/ super well-known, and b/ don’t seem to care about categorization (in a more flamboyant if no less effective way than Patti), each world lives in a separate, distinct fifedom of fabulous, heady, arty, blissful ignorance. And that doesn’t seem right. Creative = Creative. And opportunities need to be created to foster that sense of the grandly creative and visionary -in any medium – and to properly to nurture and promote it. Enter Ukamaku.
My visit to the head office of the Canadian online fashion site inspired on various levels; partly because it was exciting to meet the people sewing/making the items -I consider them artists in their own right -and partly because, the way the items were displayed, it was, to my eyes, a mini-gallery of ideas and influences, the way any good exhibition is. And Ukamaku’s office itself is gallery-like: housed in a sprawling linked series of buildings featuring loft-like spaces with plenty of natural light, white-washed walls, and high ceilings and wood floors, it provided the perfect backdrop to the creations of people like Heidi Ackerman, Andy Hall, Paris Li, Breeyn McCarney, and David C. Wigley, among others.
I had the opportunity to exchange ideas around fashion and the founding of Ukamaku with a few of its principal players recently. It struck me, reading over their thoughts, that these ideas could just as well be applied to the art world -be it performance, visual arts, music -as to fashion. Let’s stop the lines and categories, says me. I think after reading this you might agree too.
Why did you start Ukamaku?
Chris Tham, Communications Director:
Ukamaku stemmed from our interest in creating an affordable eco-friendly brand. After looking at the costs involved with designing, manufacturing and marketing a fashion label, we decided that our talents and specialities aren’t enough to cover the different aspects involved. Talking to other designers gave us the same impression. We finally realized that instead of designing and manufacturing, we could help designers with their sales, and marketing their labels with a focus on e-commerce.
George Ng, Operation Director, also Founder/Owner:
We (George and Chris) started Ukamaku after seeing a need within the fashion industry. We realized that although designers are good at fashion design, some require additional help with marketing – e-commerce in particular, due to the cost and training involved. Based on our individual interests in fashion and in e-commerce, we decided to start Ukamaku.
Who do you think it’s for?
We created Ukamaku with two different groups of people in mind. First, Ukamaku targets customers who like purchasing high quality goods at a price that reflects the quality. These customers are people who want unique items that aren’t mass produced (i.e. custom made clothing or jewelery). Customers who want to support Canadian designers are also part of this group.
We also created Ukamaku for independent Canadian designers. Canadian designers wanting to sell their items beyond their physical market boundaries. They want worldwide marketing for their items. Ukamaku gives them the opportunity to enter a new market at a faster pace and an affordable cost. Designers no longer need to spend time creating their own websites, online marketing and shipping. Ukamaku covers all of these for them.
How do you choose designs / designers to feature? How much is it about being ‘trendy’ vs being simply unique & well-made?
We first look at their quality and designs when choosing designers to showcase on our site. We try keeping a balance between trendy and simple fashion pieces to fulfill our customer’s needs. Many of our designers do not mass produce their products, allowing our customers to purchase unique fashion pieces with high quality materials. A designer with a good reputation in the industry is desired by Ukamaku. However, we believe that new emerging designers are equally as important. We will working alongside the new designers to help improve their reputation within the industry.
The term “locavore” is being thrown around a lot in Toronto food circles -how much do you think it can (or should) apply to fashion as well?
There are many hidden gems in the Canadian fashion industry. However, these designers do not seem to be able to gain their deserved exposure. We firmly believe that Canadians should play a role in supporting these designers. With each person pushing these designers a little bit forward, the Canadian fashion industry can be well known to the public, with some designers becoming household names. In turn, the exposure of Canadian designers would allow Canadians greater options to purchase Canadian designs.
How much do you see ethical sourcing and production becoming the norm in Canadian fashion and overall in the fashion world?
There is a belief with the general public that Canada is environmentally friendly and an equal opportunity country. Many of our designers use environmentally friendly materials to produce their collections. We think they represent Canadian fashion very well. Being a Canadian company, we’ll continue supporting the designers in using eco-friendly materials for their collections. Hopefully one day, when people think Canadian fashion, they’ll think of trendy eco-friendly clothing.
Where do you see Ukamaku in five years’ time?
Similar to the meaning of Ukamaku – “That’s It!” -we’d like to see Ukamaku as the main source of Canadian fashion. We want customers to find Canadian fashion items on our site, and designers finding their customers through us. We’d love to run more fashion related events, not only in Canada, but outside of Canada to showcase the many talented designers we have in Canada.
Top photo of 1950 Vogue Magazine cover from Make The World A Prettier Place.
Ukamaku office and designer photos courtesy of Magnetic Creative.
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