In our continuing series, we're taking you inside the walls
of the award-winning Icelantic AT Boards. Today we'll talk with
Sam Warren, Icelantic's apparel designer:
For Sam Warren, Icelantic is all about teamwork. The Apparel
Manager and Marketing major at Metro State College in Denver,
lends a hand where needed to help his favorite company design
their success. With a keen eye for fashion and sales he prepares
the migration of the Icelantic clothing for the streets and
Cassi: How did you get in with Icelantic?
Sam: I kept in touch with Ben through the years. Always been
super inspired by the idea of Icelantic and the aspiration, you
know his dream to start this company. Kind of was a fan of the
company before I really got involved with it. Then Once I came
back from San Diego I let Ben know I was coming back, and know if
I had the opportunity to work for the company and help out anyway
I would I'd love to do it. The boot kind of fit and he asked if
I'd like to work for him, and I accepted.
Cassi: When was that?
Sam: That would be in the spring of '06.
Cassi: What officially is your job; what does it entail?
Sam: Officially, my title is Apparel Manager, but my
responsibilities stretch a little further beyond that. I do
customer service stuff, some shipping, some receiving. Basically
aside from the apparel stuff, which is just, you know, production
and helping out with designs; making sure that I see it through
from start to finish; making sure we get the clothes we want at
the right time and the right way, I pretty much just help
everybody else out. I help Chez Rhinestone [Travis Cook] out a
lot when it comes to trade show time in Vegas. I help Anne do
some of the numbers stuff. I help with the shipping and the
receiving and the packaging of the skis. Just helping do whatever
I can to make sure things get done: a lot of customer service, a
lot of replying to random emails, a lot of front office stuff.
Cassi: And you're all located at the new Gallery on Santa Fe and
Sam: Yeah, absolutely. Everybody's here and it feels good. You
know it took a couple months to get all moved in and set up. We
kind of spent the last couple weeks preparing for the opening,
but now that that's behind us, it feels good to actually be in
here and working away with all four of us kind of collaborating
on stuff, and just using all of each other's ideas to bounce off
one another and get the season rolling.
Cassi: What is your process for coming up with the line of
Sam: Well it's pretty interesting. It starts with the design
process. In years past, we've used Parr a lot as far as the
designs, and we've outsourced the designs a little bit. However
this year the designs came mainly from Ben and I. This year, at
least, Parr makes it really easy on us, because we're able to
just pull pieces and parts of his art right off of his art and
turn them into designs that we like for the clothes.
We get the designs; we establish how we want them placed on the
clothes, where we want them to be placed on the clothes. Then we
go into color schemes. What colors we want the garments to be and
then which colors we want the images. We get our color schemes
down and then from there, we go through a company called Rage
Unlimited; they're located out of boulder. Chris Eks helps us out
a lot. We use him for all of our production needs. He's got three
16-head-presses, so it's just an enormous facility. Great
workers, great people up there. He does everything from
production to, you know, he sews all the labels in, he boxes it
all up, makes sure we're all on key as far as what we ordered and
then gets it shipped back to me and then I receive it all and it
gets put on the shelves for everybody to enjoy.
Cassi: How do you decide what garment styles you go with?
Sam: It's great to have everybody in the shop, because everybody
has different tastes as far as what they like to wear. For most
of the clothes we use American Apparel; they have a crazy amount
of styles. We go through and narrow it down and get some samples;
kind of estimate and guess as far as what we think people will
wear the most and what we think people will enjoy wearing the
most, and what styles fit our company the best. We always have
one garment that we try to branch off a little bit, and do
something new and fresh and cool. For example last year we did
the baseball shirts, which were like a ¾ length raglan t-shirt.
And this year we did a sherpa lined hoody, so it's kind of like
sheep wool lined inside your hoody for extra warmth. They came
out really great. We always try to do one or two items that are a
little bit different, a little bit off the skew.
Cassi: Have you had to discontinue any styles because they didn't
Sam: Not yet. We haven't had any that people just really haven't
liked yet. We've been kind of, I'd like to say really well
researched, but it's likely more luck than anything as far as our
styles go. We've also tried to keep it pretty basic as far as the
cuts of the t-shirts. We like to stay pretty conservative; making
sure that it's a type of style that our graphic would wear.
Cassi: What is the quintessential Icelantic garment?
Sam: I'd have to say it's the Icelantic hoody. They're definitely
our best sellers. They're definitely something that you're going
to use on the slopes everyday after you get done riding, and
certainly something you're going to see the most out on the
streets, because it's kind of been the flagship of the apparel
line. Well, actually, the hoodies or the Flex Fit hats.
Cassi: Do you have kids sizes?
Sam: We don't do any kids sizes, but we do run our sizes from
small all the way through extra large. So, for instance in the
hats, a small hat will fit a kid. So there're no worries there.
And then for the rest of the line we have ladies cut and men's
cuts in every garment so we definitely can find a size that will
That's is for this week. Next week Sam will return with the
future of Icelantic apparel and much more!
P.S. -- If you're in the Denver area, be sure to check us out at
948 W. 8th Avenue, our new home in Denver's art district. We'd
love to see you!
Copyright, Icelantic LLC, 2007
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