In this issue, we welcome IFIK and discuss what are the fundamental aspects and skills when starting a brand. Where do you get inspiration? How do you connect the dots between fashion and you other passions? This issue will sure to be a guide to those who are considering fashion as their future path.
Nana : What is the story behind the beginning of IFIK?
IFIK : IFIK is a Women’s clothing brand built in October 2020. The brand name
is IFIK, which is abbreviation of the concept “If i know/ if i knew” and all the ideas and themes for our clothing
are based on changing times.
Nana : Why did you initially create the brand?
IFIK : Before I created IFIK, I was already in the fashion industry decades before since I was in
high school. However, I began in women’s clothing in the last 5 years and also had much experience in clothes making, clothing design and social media building. The name IFIK original comes back to my personal experience. I had been in the US for college and graduated to join the biggest IT company in China. There were many of my friends and colleagues who always complained “what if” or “If we” sort of questions. So I used IFIK to express the young generation’s thoughts and my understanding of the current times.
Nana : What are some of the inspirations behind the brand?
IFIK : I think it’s all about my attitude. In my college, my major was computer science and my
hobby is basketball. Both had no close relation to fashion or clothing. However, clothing and fashion are in my life now since I know how to look on the internet. But if I needed to drag culture I would say basketball influenced me the most.
Nana : What is something that your brand value the most?
IFIK : I would say the material. There are many brands in the world have great
values. Most of them are famous in clothing styles. IFIK is a brand that has more than 70% material made by Denim. Our brand is not like Levis, LEE and Evisu which are already famous in Jeans. We use denim as our main material to build everything because the brand concept is about time. The Denim stays longer than normal cotton that will change colors or form differently when time passes. No matter if time goes slowly
or quick, our brand will stick to denim clothing and make girls denim.
Nana : Can you tell us about some of the most challenging experiences you have had during
the process of building your brand?
IFIK : It’s manufacturing. In designing we can design everything in our mind and draw
them in time. But in the manufacturing industry, I don’t have many relationships or people that I knew before. Especially in denim and even when I have a great design idea, it’s difficult to get the material. So the biggest challenge has always been when we tried to express our deign points to the manufacturing company to let them know how it works. I mean the communication process between us is too hard because of the different education background and generation gap.
Nana : Can we know a little about your next collection?
STREEIFIK : In my 2022 season, some points are already in the plan. Sort like “Subways in
New york” and daily busy people at work. Also, “To be Down” ideas from Gotham city ‘s evening “Equestrian”, the sports I like and “Bad Liar” which discuss the relationship between men and women.
Nana : What aspects do you enjoy about running a brand?
IFIK : I really enjoy the feeling when customers like our denim clothing, especially
some styles which I was not confident to design but eventually had good feedback on.
Nana : Do you have any advice for our readers who are seeking to find a way to build a
distinct and clear brand like “IFIK”?
IFIK : FIRST thing is to find your confident area, if you like sports, design athletic clothing. If you
like basic stuff, design training goods or indoor clothing. Second is to find what your strength is, I still work in design since I know I’m good with it, new ideas comes to my mind everyday. I’m not doing the video work since I knew shooting videos is not my biggest strength. Let them finish the job for you, and take your time on your biggest strength.
“I think it’s all about my attitude.”IFIK