BEHIND THE SCENES AT PAIGE HQ
Op naar Culver City
Zo’n twee weken geleden bezocht ik Culver City, ongeveer een half uurtje rijden vanaf Hollywood. Niet voor de vele Tv-studio’s van de plaats, maar voor een bezoek aan het hoofdkantoor van het uit LA-afkomstige denimlabel Paige. Het kantoor waar het designteam aan de nieuwste collecties werkt, de plek waar de denimstoffen worden bewerkt (hier krijgen ze de talloze kleurgradaties en wassingen), en de sample items in elkaar worden gezet.
Samples, moodboards, designs
De daadwerkelijke productie (Paige maakt vooral jeans, enkele blouses en wat leren items als leggings en jasjes) vindt elders in LA plaats, maar er was op het hoofdkantoor meer dan genoeg te zien. Chris en Allie van de Paige PR-afdeling gaven me een tour langs alle afdelingen. Van de sample productie ruimte, langs rekken vol inspiratiestukken, moodboards en knipsels, naar de ontwerpruimtes, langs Mr. Dave, eindigend in een kamertje tjokvol met de nieuwste spijkerbroeken, ter uitleen aan de Amerikaanse pers.
Q&A with Paige
Een interessante rondleiding door het hoofdkantoor van een 100% LA-label, vernoemd naar de oprichtster en creative director, Paige Adams-Geller. De power lady, die ik zelf nog even aan de tand voelde over Los Angeles, persoonlijke favorieten en of er meer is dan denim. Hieronder mijn Q&A met Paige, in het Engels.
Why is LA the perfect city to work from?
“LA is the perfect city to work from because we have the best weather in the world. I adore the fact that we are so close to the ocean and the mountains. We have tons of inspiration with the LA music scene as well. We also have the best wash houses and manufacturing facilities to produce the best product out there.”
Would you consider Paige a typical LA fashion brand, style wise?
“No, Paige is not the typical LA denim brand style wise. I think it has elements of LA due to LA being a city where denim is a uniform. However, PAIGE has an east coast sophistication mixed up with some European edge as well.”
How would you describe your ideal costumer?
“Our ideal customer is one that is not afraid to take risks and who is independent. Ideally, they appreciate a great quality product and keep coming back for more because they look and feel their best when wearing PAIGE.”
What Paige item is your all time favorite?
“My all time favorite Paige item is the Edgemont Ultra Skinny in Black Silk. I live in them! I love the edge and chicness they bring to my feminine style.”
What defines Paige? How are Paige jeans different from any other brand’s jeans?
“We funnel our unique experiences, travels, and moments into trendsetting pieces that are known for great quality, amazing fits, and innovation within the denim community.”
How do you get inspired to design your new collections?
“I get inspired by everything around me, whether that be people, places, music, or movies. I also get much of my inspiration comes through my travels. London, Paris, Italy, Big Sur, California, and Sundance Utah have all been strong sources of inspiration.”
What is the most fun part about having your own brand?
“The most fun part about having my own brand is that I get to create trends, travel and provide a work environment that is empowering to others. I also get to give back to charities that are near and dear to my heart like the Rape Foundation.”
You now mostly create denim and leather; would you want to expand your line in the future?
“Yes, my goal is to have an international lifestyle brand. Stay tuned!”
