The quick recap is: I grew up wanting to be an artist, but I fell in love with the idea of architecture at school. I loved that, rather than choosing a medium and creating a project (as you are often asked to do in art school), I was given a problem and could use any means necessary to explain my solution. When I graduated from college, I was interested in working with design that was at a one-to-one scale with humans (furniture, fashion, products) and I interned for some fashion designers, eventually getting a job working at Marc by Marc Jacobs. I launched DDUGOFF a little over two years ago; taking the experiences I had at a large company and at small designers, and setting out on my own.
It was really crucial for me to have experiences working for multiple sizes of companies before I launched DDUGOFF. Everyone has a different way of working around basically the same process and calendar. It was so helpful to see how different people solved problems under the same constraints! I don’t think I could do my job now without that experience.
The philosophy behind DDUGOFF is so simple – your clothes should be nice and you shouldn’t have to worry about them. If you’re going to spend the money on something good, it should last, it should fit, and it should provide for you. I do a lot of work to source materials and produce the products in the right way so the customer doesn’t have to worry about that stuff. I’m also obsessed with the fit – making sure that everything hangs just right and doesn’t pull. And I’m very careful about the details – putting pockets and loops for hanging in the right places, developing buttons with the right weight and feel, using amazing textiles. I design prints myself (or sometimes working with artist friends) so that they are unique to the brand. These are clothes designed to be your favorite pieces that you wear every day. They feel special but only in as much as you can feel like yourself when you wear them.
There’s a consciousness about buying products with integrity right now that I’m excited about. People want beautiful things that last. Hopefully that also means fewer blue gingham shirts, but who knows!
SS16 is the fourth season for the brand. The lookbooks for the previous three seasons were shot in a studio, but from the very beginning of designing SS16 I knew the collection needed to be shot outside. We shot the lookbook at a family friend’s house just outside of the city that I’ve been going to for my whole life. I hadn’t realized what an amazing garden there was in the back until a year or so ago and I kept thinking about the garden as I was working on the collection. It was such an amazing day to have the clothes in the place I’d imagined them in for months.
It’s important to me that my Instagram reflects what I’m doing, and not be overly “branded.” I post the things I’m looking at and things I’m excited about. There is definitely some pressure to stand out, but really all I can do is be myself and show what I’m into.
Beyond the garden, I was looking at Burle Marx landscapes, and a lot of photos from space. For me, I’m not usually telling a narrative with the collection, but more of a mood created from the materials and colors. I definitely do a lot of research while I’m developing the collection (and especially the prints) but I prefer it if the clothes can stand on their own without needing to know the backstory.
Well, New Yorkers like to think that they are ahead of the curve on everything –and I mean everything: music, art, fashion, news; it can be exhausting–, so there’s an impetus to always know what’s going on. I try not to look too much at other brands, though. I want the brand to be about what I think, not what I see other brands doing.
I don’t think in terms of trends. I’m making clothes that you can keep wearing over and over again for years, not a season or two. Tastes change, but I hope these are clothes that will last.