For a Good Propaganda

Photo from Unsplash

We decided to start a blog because everyone, and their dog, has a blog. Or a video channel (we will be on that next).

In this very first article, it is, perhaps, a good idea to present the story and the mission of our brand, in more detail.

So, we are a brand with a mission, as you might already sense.

A Hint of a History

Before we knew each other, we were both interested and had activities, related to fashion. I was interested in sewing and I got my first sewing machine - for kids but real, with a single-thread chain stitch, class 500/501, when I was 9. The other one was drawing sketches of clothing, carrying those around in a leather shoulder bag. We got to know each other when I was 21 and she was 19, in the early 2000, in a university campus - we were living door to door.

I was studying Sociology and my friend - English and American Studies. Dreading the inkling of a not so bright a future, we were talking about clothes and shoes more than of careers. The future was looking grey and foggy. I told her that when I was 15 years old I shared with a friend who was also sewing and interested in making clothes: "What if we make clothes? Yeah, don't you think that would be possible?", and she laughed. I added "You do see such shops exist and people are making these clothes in factories. How impossible can it be? It's not some crazy idea?", but she laughed again and dismissed it like a joke.

In fact, I was kind of joking. I was simply sharing an idea that stroke me at once, in the very moment. I didn't think about it seriously. But then, in the night, I was lying in my bed thinking about it, pointing out to myself that all these stores really exist and people do create clothes from scratch. It's not a rocket science, it doesn't have some hefty requirements other than passion for fashion and knowing clothing mechanics. And materials. Knowing materials would be good, too.

In between

We graduated, we moved to other places, we worked 8 to 5, we moved to other countries separately, we were having nightmares that this would be it, we struggled with this and that, we failed here and there, we thought it will stay a dream and a regret. After a big disappointment for me in my field, we thought that if we really want to do this, we must start already. We were almost in our 30s. We took the leap and set the course towards doing it. We found technical literature in the city library, we researched, researched, researched the industry and many other things, we listened to advise not to do it, how doomed it is, a recipe for a failure and burning money in vain, all over the Internet, but would we listen.

Fast forward to 2017

In 2017, we started deciding on the designs we should produce first, we started working on the website, while going into production, and in March 2018 we had an online store with leather jackets in it. I'm still not sure the leather jackets as a first product was a sound decision, since leather jackets are a difficult purchase - they are more expensive than other clothes and a serious spending decision, but it's too late now to be strategic in a safer way. We couldn't start with t-shirts, which is the advice out there, as t-shirts are not what we plan to make. At least, not a priority. We wanted to start with something else, something more substantial. And to jump straight of the cliff.

Now. Brand Mission & Concept

Our Concept

We don't make seasonal collections, nor capsule wardrobes. Not really into minimalism. We make separate items you can incorporate in your wardrobe and style how you love. And not to gatekeep but we tend to the darker, heavier side of clothing styles, without the excess. Subtle. Something like elegant edgy or dark academia.

We intend our items for women and girls, who want to have more options than trendy, who like pretty things, despite not being а millionaire, live an active, city life and go out almost every day, not for the ones who had never worn a pair of shoes off, because when they have to go somewhere a limousine takes them. We are not Gucci, nor H&M - we are between them though we prefer Gucci than H&M. We make limited-edition luxury for every day. We are a small, independent "fashion" brand for girls and women only. We don't know why do they call it "fashion", we simply call it clothes, shoes and bags - pieces you put on you, go out in them, and feel pretty and good about yourself.

Keywords

If it's not clear enough, here are some keywords: affordable, alternative rock, comfortable, chic, darker colour palette, dark academia, elegant, edgy, for girls, for women, high-end, high quality, independent, limited edition, low-key heavy metal, nostalgic, quality, slow fashion, self expression, street style, timeless, urban, versatile, wearable, women-made.

Our Mission

Being born in the early '80s, we remember very well that you could have absolutely normal, inexpensive shoes of an excellent quality. There was nothing more you could probably ask for in them. We have witnessed a movement towards lower quality, ugly, faster and cheaper production but rising end prices. This process is called quality fade. It can occur within a brand over time, but today, it looks like it's on a global scale. Most probably, the reason for it to occur is the fact makers are too compelled to cut corners to keep their numbers the same or higher, more than some bigger and inevitable processes in the industry as a whole. I still can't see any reasons to buy low quality fabrics, to push factories to lower their prices, to order thousands of the same design and size, and to go in production every week, or month, in order to flood the streets with it.

We take it on as our mission not to be a part of the quality fade that took place in the last few decades, by producing limited quantities from quality fabrics and provide some difference in the designs, without compromising on the cut. We are not about speed. Quality costs but not that much. We think this is a good propaganda.

We will assemble some image boards for the next post, since "a photo is worth a thousand words", to demonstrate what people can expect from us and to orientate them better about what we want to make and offer, style speaking.

Beware of the single "g": Smog ≠ Smogg

We can't help but noticing that Chat GPT shows our brand in queries people make for another brand with a similar name - Smog, with a single "g". When we registered our brand, we didn't see such a clothing brand in the list. There was a holding, a corporation, registered by that name but not a clothing brand. That holding has quite diverse business activities, including iron trade and clothing brands, one of which goes by the name "New Yorker", and we later discovered that Smog is a sub-line within it. It's in a different niche, fast fashion for men and we are a slow-fashion brand for women. They didn't oppose our registration within the deadline. So, just keep in mind these are two different brands. We hope we will not be forced to change our name but, if that happens, we will inform you.

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