Urban World

Designer Focus: Strange Fruit Clothing

This week I caught up with Kristin Haskins Simms, the talented Graphic Designer turned Fashion Designer behind the label, Strange Fruit Clothing.

When did you launch your label and what inspired you?
I launched the label in 2005. I'm trained as a graphic designer and I was hired to design a series of postcards acknowledging the birthdays of African American and Latino students at the University of Pennsylvania. Each month had a theme but when it came to January, I was stumped until I remembered Martin Luther King Jr.s birthday. I then designed a postcard commemorating him. I liked the design of the card so much that I wanted to see the design on a T-shirt.

How did the name ‘Strange Fruit Clothing' come about?
The song had always resonated with me as it was pivotal in exposing the atrocities of lynching and racism in the US after its release in 1940s. It also planted the seeds of the Civil Rights Movement in the 50s and 60s. I wanted to combine fashion and history or making history fashionable as way to wear clothes that have some historic reference and meaning; in a small way through fashion, my customer can learn a little snippet about history. I even thought the hang tags could be like flash cards you keep in your wallet to remember key facts about what they were wearing.

After doing the postcards, I was able to screen print the designs on T-shirts. I created a whole Civil Rights series (Angela Davis, Malcolm X, etc.), which was really popular among college students, even the ones who had no idea who Angela Davis is, believe it or not.

How did you make the transition from Graphic designer to fashion designer?
First and foremost, my grandmother was a seamstress so I guess I inherited something from her. But the real transition came when I had some men's inventory that didn't sell as well as the women's shirts. Since the women's Tees sold so well, I decided to deconstruct the men's to make them into women's tanks and cute tops, whatever I could think of. Of course, I never really sewed clothes so I just started experimenting, dyeing, making tons of mistakes but learning at the same time. I eventually made a "T-shirt jacket" which got so much attention, meaning people asking me where I got it, that I decided to make it out of real wovens and knits, not just jersey/knits. I experimented more, and just allowed my creativity to flow. I then enlisted some help and met a great community of pattern-makers, sewers, and mentors who really helped me understand the industry, garment construction, finishings, brand strategy (which I am still working on). I know my limits but at least my sewing has gotten much better.



What have been some of the obstacles you've come across?
The biggest obstacle is the learning curve. Being new to the industry, I've had to learn quite a bit and fast without taking any classes. At least as a graphic designer I was able to do my own branding, website, etc. However, the main difference between graphic design and fashion is that in graphic design, you do not need to heavily rely on others to produce. But it's a service, not a product you are developing unless you hired someone to do so. Therefore, I have had to realign my process and realize that I am making a product for sale, not providing a service to help others sell their products.

Another thing is taking criticism with a grain of salt, and not take it too personally. You can't please everyone and not everyone is going to be your target customer. I have to just stay true to my vision and be honest. I have received some criticism for the name. But I believe it just comes from a place of misunderstanding. People stop at the lyrics of the song without understanding its full history and how it helped change the fabric of our society.

What have been some of your career highlights?
Receiving some good press. I made the front page of a Sunday Section of a major newspaper. I was also stopped by a store manager at Neiman Marcus while wearing one of my pieces. I'm not ready for a store like that, would rather start small with Boutiques and work my way up.

Who is your ideal customer?
That's tough to answer because so far my customers have ranged from age 20-67! LOL, and very ethnically diverse. But ideally it would be someone who is fashion forward, independent, forward thinking, a leader; a "strangefruit"-someone who doesn't follow trends but appreciates, art, culture, education, politics and a nice glass of wine at the end of the day. A woman who has a very busy lifestyle and needs versatility in her wardrobe where the pieces can carry her from day to night.

What do you enjoy most about being a designer?
I enjoy the ideas and working 3 dimensionally. In graphic design you primarily work in a 2D platform and I think I needed to transition into something where I was working more with my hands. I was into bookmaking for a spell but clients don't hire me for my books. -)

Where can one purchase one of your fine collection pieces from?
I'm working on it. But you can go to my etsy store for now khsimms.etsy.com. I am also planning a Trunk Show Tour in the Fall. So you can be added to the mailing list to be notified of selling events at www.bestrangefruit.com. The next event is July 18 at the Philadelphia Designer's Market. So if anyone happens to be in Philadelphia, PA, US around that time definitely stop by.

What future plans do you have?
Definitely Trunk Shows, walking trade shows with hopes of participating in some in the future. Creating some give-away samples for certain celebrities and stylists.

I also hope that the brand can extend beyond clothes, more lifestyle. I have been developing a sustainable skin-care line made out of recycled products (like used coffee grains). That may sound "strange" but been testing it and have had amazing feedback and results. Still a long ways to go.

Who is your favourite model of all time?
Iman without question. Awww, I just love her!! Always have and still do. She is one classy lady. I just read the book "Infidel" which has given me a little more insight to the struggles of Somalian women. And Iman is truly wonderful.

When you're not designing you're…
Swimming, Dragon Boating (off to practice right now), yoga, movies, reading, travelling, teaching, gallery hopping, hiking with our dog BJ, cooking, eating, spending quality time with family and friends. . (not all in this order) but I like to stay active as much as possible and enjoy nature and the outdoors.