M641 business partners Subu and Ina had been friends for years before launching clothing line Madras 641 in Spring 2007, just months after putting together the initial business plan.

“In January 2007 during a visit together while our little ones were playing she shared her dream to have her own clothing label one day. Since both of us were at home full-time now with our little ones, we realized had so much in common and yet such diversity to share” says Ina, the company’s marketing director.

Subu, who grew up in the garment industry, serves as the creative design mastermind of the brand. The name Madras641 pays homage to Subu’s roots in India–Madras is where she hails from, and 641 is actually the zip code.

Fashion in…Ohio?
Both women are currently based in the Cincinnati area, which, let’s face it, is not the usual choice for fashion designers. So why did they choose to base their business in Ohio of all places? “Well, with children and husbands who have ‘real jobs’, we have stayed situated with our families.”

Ina, who lived in Manhattan and “misses it on a daily basis”, admits that location–especially in the world of fashion–can be vital to businesses like theirs. Fortunately, they’ve had success showing the line at industry events and working with sales agents all over the US.  And of course, the fashion-focused internet community and built-in social media network has helped them develop a cult-like following.

“So actually, we’re really kinda everywhere.”

The line
M641’s Fall 2009 Collection is entitled ‘Independence Rising’–based on Subu and Ina’s vision of the future, where hope rises proudly from the current economic wreckage. They’ve already begun creating samples for next spring, which will be M641’s largest collection to date. The concept and design work for next spring and summer actually began in March, and the collection includes wonderful party-ready dresses and tops, plus ten amazing tunics, camis, dresses, and a first for the line–shorts!

Who’s that girl?
Ina describes the M641 customer as a gal who recognizes her own uniqueness from the standpoint of her many accomplishments. “She doesn’t have to be a celebrity but if she were, we envision the likes of Kate Hudson in M641.”
What really makes them proud, though, is the feedback from satisfied and stylish customers.

“There are days when a customer can email us after a purchase, sending along pics from an event where she wore an M641 design, and we are just giddy and humbled by those.”

Marketing the brand
Though they participate in the social media sphere (follow @M641 on twitter), they claim to be pretty traditional in terms of marketing methods. Ina strongly believes in growing slowly and steadily, so they focus on good old fashioned word-of-mouth, especially since the conventional route of paid advertising and campaigns can be costly.
“As an emerging brand we’re careful to not spend money unnecessarily. In that respect, we saw that things were moving a little slower than we would like, so we went direct for our PR outreach.”

Though the brand was initially sold via online marketplace etsy, that experience was valuable but short lived.
“We were getting orders from both our boutique buyers and end customers and we couldn’t keep up with doing things by hand.” (etsy is a marketplace specifically for handmade goods).

As a result,  manufacturing came into play almost immediately, and they moved from small, handmade quantities to bulk production. As far as the etsy experience, “What changed was the way we produce goods; what didn’t change was our independent artisan style mindset.”

Up next
So what’s next for the line? Ina says they’ll dabble in fabrications other than 100% woven cotton, and they’ve already begun adding in a few new subcategories–including bottoms.  They’re also working out the details of a partnership with a showroom in LA in order to further grow the brand. Their hard work and creative outreach seems to be working:

“We just recently had the CEO of a major online retailer ask to see our samples in NY.  Her interest speaks volumes about our reach and how far we’ve come.”

Connect with M641 online at Madras641.com, Facebook, MySpace, and Twitter.

-Tamia

We talked about the design process and product line from Nati Evolvement in Part 1 of the interview. Now it’s time to find out who’s buying their stuff and what else the guys are up to.

Who’s a Nati?
So who’s buying Nati Evolvement gear (and getting the possibly naughty notes)? People all across the country and around the world who wear Nati on their sleeve as an outward display of their pride for their hometown.

“It’s amazing to see our online orders come in from San Fransisco, Philadelphia, New York and other places around the country as people still want a way to connect with home and show their pride in our city.”

They get a lot of emails, texts, and MySpace messages with stories about people connecting away from home because they recognize the Nati line and realize they have something in common–something they never would have known about otherwise.

Part of the Community
It’s those types of stories that feed their interest in community outreach.

“…In many ways we still pride ourselves on our involvement in community events and partnerships. That’s really what we’re about, promoting the positive things taking place in our city and helping to spread the gospel.”

They’re also passionate about providing small businesses with the tools they need to succeed.

“We also get really excited about those companies who help to change the landscape of things in the community, from a neighborhood restaurant to a community festival and anything in between.”

They do other stuff, too
The guys do more than t-shirts, you know. From logo design and business cards to uniforms and menus, they offer full branding services, and say they especially enjoy working with people who are passionate and focused on their business objectives.

“Building off of their passion for what they do and their vision we get almost as excited about the project as them and take that energy into the design process.”

Much of their design business has come from word-of-mouth referrals and people who have seen their t-shirts. I speculate that each time someone walks down the street in a Nati Evolvement tee, it’s almost like a walking advertisement for their work!

“We’ve had the great fortune to work with some great new restaurants including Lavomatic and The Rookwood Bar & Restaurant and a new place called Senate that you should see this fall.”

They’ve also created designs for the Midpoint Music Festival, the local Unicef chapter’s TAP Project, the Eco Go Go fashion show–anything that helps them connect with people dedicated to improving the community.

What’s next
So what’s next for Nati? In addition to web design, Adam is also a videographer and they plan on expanding that side of the business, which will be increasingly important as more mobile devices support video. There’s a new website in the works with two sidAdd New Post ‹ The Style Sample — WordPresses–one for design, one for clothing–which should launch by the end of the month, and they’ve been working on launch splashes with Tyler from MTV’s Taking the Stage. They also want to expand the children’s clothing line.

“Cincinnati’s a great place for young families and we want to ensure that even the little ones have some sweet Nati gear.”

You can get your Nati Evolvement at Denim and Park + Vine in Cincinnati, or online at www.GetNati.com. Stop by and say hello on MySpace or on their blog at getnati.blogspot.com.

-Tamia

Sitting at Iris Book Cafe, I nibble at the ice cream with caramel topping I “accidentally” ordered. I meant to get tea, but well…you know how that goes.

The door chimes, and Michael Palmer walks in wearing a gray “Made in the Nati” t-shirt. We exchange pleasantries and sit down to chat about Nati Evolvement, the t-shirt company he owns with partners Colin and Adam. He seems kinda familiar… I look at him curiously.

“I’m almost positive we’ve met before.”

No, it’s not a pick up line. I met Palmer (he goes by his last name) a few years ago when Nati Evolvement participated in a fashion event I produced for Second Sunday on Main (then known as Sunday Markets on Main). I remember being impressed by their professionalism and ambition, and it seems time has only served to amplify both. Colin comes through the door, sporting the same gray t-shirt Palmer is wearing, almost like a uniform. Cute. “I swear we didn’t plan this” they promise. Mm-hmm. Sure, guys.

Background
Nati Evolvement is a Cincinnati-based t-shirt and design company that started in 2005 as a creative outlet for a few friends in the graphic design industry.

“We wanted to create a new way for people in Cincinnati to show their pride in a unique and [hopefully] stylish way. As the company evolved we…really wanted to emphasize our desire to help local small businesses to grow and shine.”

Running the Nati
All three partners actively participate in running the business. Palmer does the majority of the graphic design, especially on the clothing side. Adam really focuses on web design and interactive media. Colin’s focus is more on business development, client relations and community partnerships.

“While we all tend to focus more or less on one area we all chip in on the business side of things and are pretty versatile in being able to cover for each other as the situation may present itself.”

They all maintain “regular” full-time jobs in addition to their responsibilities at Nati Evolvement, which can be difficult when they participate in all-day events, like the upcoming T-Shirt Festival on Fountain Square. “We count on good friends to volunteer at times like that!”

Design Inspiration
My own personal interest in design leads me to ask about the design process. According to Palmer, ideas and inspiration can come from anywhere, anytime. He shows me a few pages in his sketchbook.

“I really just try to keep my eyes open and always have a sketch book around to make sure I can capture a thought. We draw a lot from the unique history and characteristics of the city and the pride that we have for it.”

Since what they do is fashion based, international trends are influential as well. “I love to pick up on something I see from traveling and bring a little bit of that back to the Nati.”

So apparently, Palmer gets an idea from the heavens, and as “The Force” flows through him and onto the paper, his hand moves on its own accord (Colin swears he’s seen it happen!). Well… maybe not exactly.

Production
In reality, Palmer draws a rough sketch, then moves to the computer to create a digital representation. The final design is separated into screens and sent off to the screenprinter, where the ink colors are matched as closely as possible using Pantone® color matching. They work with the printer to determine the heaviness and depth of the color.

All of their shirts are printed on American Apparel tees–the guys like that they’re made in the US and I agree that they have a nicer feel/drape than other options. Of course, they also source other items from various manufacturers. The full line includes tees, hats, hoodies, jackets–even stuff for the kids.

Products
The finished product is sold at two main locations: Denim and Park+Vine. Once those orders are fulfilled, the rest go up for sale online.

Online orders are fulfilled by Palmer by hand–sometimes he’ll even include a personal note. “If I know you it’ll be really personal.”

He spends a lot of time at the post office as orders are shipped via good ol’ USPS. No automation here, folks! Every item is shipped from Cincy with love. Awww…

Look for Part 2 next week, when we’ll talk about the other stuff they do and what’s next for Nati.

I’ve been doing a few interviews for several fellow bloggers recently. The below is an excerpt from a recent interview I did for Modern Distinction – a very well written men’s blog.

I’m posting this not only because it will expose other gentlemen to this blog but because I spent some time discussing my point of view on casual style and what makes a man stylish.

Enjoy…
Modern Distinction:
Kenyatte, many people think that fashion and style are the same thing, but there is a difference. What does fashion mean to you, and how would you define style? How are they linked?
Kenyatte
Style is charisma wrapped in individualism. Fashion is something you get off the rack. Fashion can be bought, style is without price.

Modern Distinction:
For someone to be stylish what do you believe are the most important components of their personal presentation?

Kenyatte
Confidence. Dogs can smell fear…men and women can see it. The most stylish men to ever walk this planet had one thing in common….fearlessness.

Modern Distinction:
It seems that so often when we are talking about dressing well, the general dress format centers around suits, ties, and sport jackets, but what are some tips you can offer that would help to translate the beauty of dressing to the nines to the casual wardrobe?

Kenyatte
I think we have to be honest with ourselves with this one. There is no such thing as “dressing to the nines” while dressing casually. It’s an oxymoron…. “casual dressing” is, by definition, very different. The mistake I see a lot of men make is to think that casual dressing is synonymous with “sloppy” dressing. I think a man can look great in jeans and a white shirt (t-shirt or button up) as long as the fit is right and the pieces are simple. David Beckham does this beautifully.


Be sure to check out the rest of the discussion at Modern Distinction. Have a great weekend and as always…

Make it an Outstanding Day!
- Kenyatte

Almost five years ago, he moved to Cincinnati to help launch a new church as their marketing pastor. With his wife and newborn child he set out to make a difference in the lives of Cincinnati, and he did. Since then he has taken what he has learned in the non-profit sector and consulted with many small to medium sized businesses (SMB) in their marketing. 

Now, as if he doesn’t have enough to do, he has set his focus on nurturing Stylux, Cincinnati’s new luxurious urban lifestyle network.

Jessica Wittmer: How are you?

Ernie DiMalanta: Pretty well. I am juggling so much these days I’m having to get creative with my time.

JW: What has been keeping you busy?

ED: Everything! Family, Church, Quest, Lucid, Matalas, and Stylux… It’s funny, my wife even signed me up to be my son’s candy league soccer coach!

JW: How is his team doing?

ED: Well…his team got crushed his first two games. The other teams scored so many goals I lost count. But you know, all the kids are still very young. So the parents just want them to have fun.

JW: So let’s talk about Stylux.

ED: Let’s…

JW: What is the purpose of Stylux?

ED: Simple. To promote, enhance, and connect all local businesses that serve what I have labeled as the luxurious urban lifestyle (LUL) market in Cincinnati.

JW: Who is included in the LUL market?

ED: People who have money! No seriously. There is more to this market then just having money. It’s a mindset, a lifestyle, an attitude. People who fit the LUL market are business owners, influencers, luminaries who are well networked and like the finer things in life. They know how to have a great time and are willing to spend for it. They thrive on creativity, and out-of-the box thinking. They are high-end and love urban life.

JW: What businesses should be in the Stylux community?

ED: Any local business that is directly targeting this high-end LUL market. They can be a restaurant, a lounge, a furniture retail store, a condo, a salon, the list goes on. Seriously, I spoke with a dental studio that would fit into this community perfectly.

JW: What do they get for being plugged into Stylux?

ED: There are a lot of benefits to joining the Stylux community. For example, there are promotional benefits. Every member has the ability to post events and gallery pics on the Stylux.tv online magazine site. They can submit press releases or articles to be posted online, and they get their business listed on the site directory. There are so many advertising opportunities on the site that they should take advantage of because the site is marketed towards their LUL consumer . They can also participate in the exclusive Stylux events that we hold consistently throughout the year. These events are always top notch, and they are intended to promote our community partners. We have big plans for Stylux. There is going to be education, networking opportunities, we even have plans for a full print magazine some day.

JW: So what inspired you to start Stylux? 

ED: You know Jessica, one night my brother-in-law and I were talking about Cincinnati. He had just moved down here from Cleveland and was totally frustrated with the scene down here, or lack there of. As we explored what our city had to offer, we realized that Cincinnati really did have things to offer for people like my brother-in-law and me… People who like luxurious things. People who like the urban life. So when the opportunity arrived I decided to do something about it. I got together with friends in my network and I started Stylux.

JW: What does Stylux mean for Cincinnati?

ED: I believe it is important for our city. Cincinnati has always been known for it’s conservatism. Which is great, that’s why I love this city. However, it has it’s trendy, forward thinking, creative, metro-attitude side as well that is geared toward those who like the finer things that the city has to offer. This needs to be promoted, encouraged, so that these businesses can flourish and people’s lives can be more colorful.

JW: Two more questions. First, what can people expect at these Stylux events? 

ED: They’re a blast! What we do is we start with a blank canvas by selecting a unique venue, then we add all the high-end services our community partners have to offer and we produce the best event and party in the city! Our main purpose is to celebrate luxurious lifestyle. If you are a business owner, or luminary that wants to rub shoulders or promote yourself or your business to this elite community, then you have to get involved. We always keep our events high class, unique, creative, and we always have them at great venues. This next event is at SouthShore, on November 7th. I am totally stoked about that. I do have to say to the readers, that our exclusive events are always by invitation only. So fortunately, it’s not open to the general public. However, we usually have an afterparty that is.

JW: Do you have any final thoughts to our readers?

ED: Sure. Tell others to get involved in the Stylux community. Go to the events promoted on Stylux.tv, or patron the businesses featured online or at the Stylux event. I just want to encourage everyone who loves the luxurious lifestyle to support it and businesses involved. Are you planning on attending the next event?

JW: It depends.

ED: On what?

JW: Am I invited?

ED: That, I will make sure of.

JW: Then yes, I will definitely be there. I wouldn’t miss it!