Factory LA Digital Magazine

Factory | LA May | 2013

We Give You | Factory LA

Pride. This publication is a reflection of Los Angeles pride and Factory LA is a key component in vocalizing the importance of our prideful stance amongst the fashion industry throughout Los Angeles. Factory LA, set to launch next month, is a for-profit fashion incubator dedicated to helping emerging and existing Los Angeles based brands expand their relevance globally. Leah Garvin, with her eclectic educational background of anthropology and apparel manufacturing, wants to see the Los Angeles apparel-manufacturing scene thrive and Factory LA will be her means to do so. With the assistance of investors and consultants, the company will provide project-management services for new and existing brands that manufacture their goods in Los Angeles.

As Editors of the Factory LA monthly publication, we intend to inform consumers of the happenings within our company, the progress of our clients and a bunch of additional goodies all paying respect to lovely Los Angeles. As Leah would say, “Factory LA is a collective of industry advocates. We welcome brand owners & designers, manufacturers & technicians, educators & students, financiers & lawyers and industry associations”. As a communal family, we can continue to promote the benefits of branding in Los Angeles and continue to watch the universal appeal of our city grow. Sincerely, Rachael Kampas and Mallory Quiroa

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Table of Contents |LA

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Cover Worthy

o What Makes This City Unique?

o Brands You Should Know

and Their Radical Photos

o A Day in the Life of an LA

Influencer

Extra Fun

o Letter from Rachael and Mallory

o Could Not Do it Without the Contributors

o Social Media to the Max

o Penelope and Coco

o Too Hot to Handle, LA places a plenty

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Contributors | LA

Mallory Quiroa: Editor Fav LA Hangout: West

Hollywood / Santa Monica Fav LA Brand: Penelope

and Coco Which city embraces LA style most: San Francisco

Jerrod Bettis: Graphic Designer

Cathleen Mari: Fashion Director

Jordan Harris: Photographer

Rachael Kampas: Editor Fav LA Hangout: Venice Beach

Fav LA Brand: Stampd LA Which city embraces LA style most:

Melbourne

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Facts| LA

Manufacturing in Los Angeles has taken the lead in one of the most pressing issues for the fashion industry, recently. LA apparel brings $40 billion in imports, $13 billion in local revenues, and $6 billion in

local incomes.

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“Los Angeles, ��with its strength in entertainment and design, is able to maintain its

competitive advantage in product design and marketing. In

some cases, it is also able to sustain its manufacturing

capacity for the high-value, high-fashion, quick-turn orders”. -CIT

It is important to the consumer of LA-made products that offerings are that of quality and

durability. The target market is highly concerned with self-expression and fulfilling the personal self.

LA’s culture has its own point of view, but the community respects cultural differences, thus fulfilling the target market’s yearning to fit-in. The interests of the LA target market include

keeping active, wining and dining, appreciating music and celebrity culture, shopping, and

keeping up-to-date with local brands. This group tends to buy “Made in LA” brands because of the eclectic, qualitative offerings. In regards to fashion, LA offers style without the intimidation

factor—awesome, radical fashion does not have to be inaccessible; as compared to the feeling of

inaccessibility one might get from New York or London

1 | Los Angeles tourism volume increased more

than 3% to 27 million overnight visitors in 2011.

2 | These overnight travelers contributed nearly $14.7 billion in spending to

the local economy.

Los Angeles is a city of diversity and

differences coming together to create something that is cohesively compatible.

Where else, but LA can you go to mix two to even eight elements into one

outfit? The weather perks sure make this easy for all those eclectic Los Angeles natives. The aesthetics and ambiance that this city emits are what create the

uniqueness that is LA.

Social Media | LA


MEDIA BLITZ. These Los Angeles based Brands and Bloggers know that social media is necessary and do a radical job of promoting our local vibe.

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brands you should know Factory LA wants you to be excited about these

brands…really excited! All apparel being manufactured in Los Angeles, this photo editorial shows

you what's up with the WestSide.

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www.clovercanyon.com

www.rbofmcd.com

axthelmcollection.com

www.stampdla.com

Influencer | LA


MORGAN FREED. A musician, fashion buyer for KIN and a Los

Angeles loyalist, this style influencer embodies the casual yet naughty essence of what Factory LA magazine deems LA chic.

What’s truly capNvaNng is the crazy admiraNon Mr. Freed has for fashion. We sat down for a quick interview (Morgan is a busy dude) and got some insight on his opinion of

Made in LA.

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May | 2013

1| What does Los Angeles style mean to you? Los Angeles style is pretty much a reflection of how vast and how much of a melting pot this city is. Nobody who lives here is actually from here, and sometimes our style gets lost in that. If that is a good or bad thing, I don't know, but the truth of the matter is that in LA you can be whatever you want to be and find a group or area that suits your style in particular. That's something many other cities don't offer and for that I'm thankful. Style in Los Angeles tends to mean, to me, that "I can wear this to work and then go out in it." As far as the city goes, we are more relaxed compared to other fashion cities like Paris and New York. That doesn't mean we don't have high fashion because we do, it's just less apparent than other major fashion cities. The great thing about LA is that fashion is here, you just have to dig a little harder sometimes and that is the reward. 2| What is the significance of Made in LA apparel? In the shortest most simple answer, the significance of Made in LA apparel is that in a city that is so diverse, local companies strive to form a sense of community within an area of business that is so widely produced. Bringing a city of people who aren't from here together is a huge task though not impossible. 3|What are your favorite LA brands? Jenni Kayne, Band of Outsiders and Cast of Vices. Some of my favorite US brands are Proenza and The Row. 4| What is your favorite aspect of Los Angeles as a city? My favorite aspect of LA as a city is essentially you can be as weird as you want to be and nobody looks twice at you. In any other city in America (with the exception of San Fran) there tends to be a certain norm. Here millionaires look homeless and the homeless look like millionaires and everything in between. You get in where you fit in here and there's a lot to choose from. LA is a great place to be yourself and work and flourish in any industry you choose. Its also beautiful and you cant beat the weather. 5| What means do you use to promote your LA style? I pretty much use strictly instagram. Its more visual and less parent than Facebook. There are new apps and social media sites that have come out lately such as Vine, but Instagram tends to have the best means of finding, exploring and supporting fashion for now. Ask me this again in 2 weeks.

Look 1 | Shirt: Kelly Cole, Pants: Rag and Bone, Shoes: Nike Look 2 | Jacket: Jenni Kayne, Shirt: Vinatge, Pants: Alexander Wang, Shoes: Nike Look 3 | Jacket: Vintage Levis, Shirt: Vintage, Pants: Awang, Shoes: Keds for Opening Ceremony Jewelry inset | Cast of Vices

Interview| LA

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YOU founded the footwear brand in 2010, what have the past 3 years been like? Arielle: They have been a lot of hard work, but definitely something that has already shown incredible pay-off. I mean, I can’t believe we’ve made it into so many publications in a mere three years. It’s mostly insane because we’re based out of LA, so that makes things a little different when compared to other, world-wide labels, like Chloe or Isabel Marant.

Marisa, being from Massachusetts, what does LA-Made mean to you? Well, that’s a good question. Growing up, I’ve definitely had a craving for Los Angeles fashion and wanted to sink my teeth right into it. I love that LA fashion labels are one-of-a-kind and can stand on their own two feet. We actually made a promotional video called “Following Bambi,” which is the name of one of our popular shoe styles. This video guides you through the design, manufacturing, and buying process of how we run our company. We feel that quality is crucial, especially when constructing footwear, so we make sure that our customers know they are getting a meticulously, well-hand-crafted pair of shoes.

Arielle, as a publicist, what is the most important thing about being a brand that is solely based out of LA? A I think LA is on a huge rise when it comes to the fashion industry. I feel like we’ve been somewhat of an underdog in the whole fashion game, simply because New York, London or Paris usually take center-stage when the word ‘fashion’ is even uttered. I respect that about those cities, but I also see the hidden style secrets that LA has to offer. I also think that the rest of the world is slowly, but surely catching onto this notion. There are plenty of pros to local manufacturing, but I’ll save you a whole six pages in this interview [laughs]…and concisely say that people are itching to get their hands on LA-manufactured apparel. So as a publicist, I think it is absolutely imperative that our brand be known for what it is: LA-made.

Hotspot | LA

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Who is the local, Los Angeles native? He is the guy grabbing a morning coffee at the shop down the street, or

the girl wiping sweat off her forehead as she sips her Pressed Juicery after an intense yoga class. They are the

couple shopping, hand-in-hand, looking for the perfect LA-made clutch from R.B. of MCD to complement their

obscure, yet on-point outfits. They are the single girls at The Hudson bar, toasting their oaky red wine to a well-deserved night out. They are the dudes watching each other put on

tough-guy faces as they get their necks and chests tattooed with significant artwork. Any of these scenarios

are quite possible in the diverse city of Los Angeles. WHERE TO LISTEN | THE ROXY ON SUNSET

Experience music on a new level, welcome a different vibe, and grab a cool cocktail.

WHERE TO DINE | MOONSHADOWS, MALIBU

Sit up against the waves while you enjoy a peaceful glass of wine and intellectual conversation.

WHERE TO SHOP | MELROSE AVE.

Walk the city streets with your hands full of the latest Made in LA brands, and many more.

WHERE TO BE ENTERTAINED | LA ARTWALK, DOWNTOWN

Step into an innovative art gallery, grab a loaded grilled cheese from the local food truck, or simply watch an eclectic

crowd walk the LA streets.

WHERE TO BE ACTIVE | VENICE BEACH

Walk the boardwalk or rent a tandem bicycle to get your heart rate up, while enjoying a sunny, LA afternoon.

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