Max & Suzanne - Store Opening Interview
Posted by
Jonathan Wexler on June 30, 2009 in
Fashion The Hamptons
Max & Suzanne are opening their boutique store in Sag Harbor this Sunday. Here is a little joint interview for your reading pleasure. Enjoy! - Jon
LNY: How did you two join forces?
MB: Uhh, dating since high school.
SD: I asked Max if he wanted to date.
LNY: What kind of person shops at Max & Suzanne?
MB: Anyone who is in Sag Harbor this summer, I hope. But really anyone, the stuff is simple, and good for summer.
SD: People with money and people without money. The clothing is really reasonably priced, i think, so hopefully all kinds of people will love it and want it and feel good about buying and wearing it.
LNY: What in your opinion is the most inspired article of clothing?
MB: I wear this denim cap with a navy suede brim I bought on the street by the subway near my apartment. They were made by some obscure Chinese company. A week later I ran back, bought about 50 of them, and cut the tags out so they look like I made them. Fat lie. Honestly, that's the most inspired, taking that weird hat and ganking the design genius of some guy mass producing them in mainland china, and putting them in the Hamptons for people to wear to the beach. Plus it comes from the true to life inspiration that I wanted to wear it on my head when I saw it hanging there in the street.
SD: I think it would be the unisex bib front button down. This is one of the first patterns we ever made based on a vintage piece that I had in my closet that fit perfectly and looked awesome. I think it was one of the things that made us start designing in the first place, because we both recognized that it was something that was special and not being provided by any other brands and we both wanted to wear it. The vintage shirt had a bib front and a banded collar, and Max and I thought it would be cool to make it and have it be offered for men and women, and add a removable collar so it would satisfy either preference. I think that piece represents what the brand is about in a way, and it is one of my favorites.
LNY: What makes you different?
MB: The clothing is basic-casual like A.P.C. or something, but maybe with a more American youth driven edge to it, less waify and French.
SD: Well what Max said about the clothing, but also that we basically began this company when the economy turned, but we are committed to pushing the company to succeed by constantly thinking of an alternative route to wholesale as a new company in terms of developing the brand and doing sales, even if it seems backwards or sometimes it doesn't work out exactly as planned.
LNY: How do you stay on the cutting edge?
MB: I painted the floors of the store royal blue, public school gym-mat blue, when all my friends told me not to.
SD: By paying attention to and getting inspired by what is going on around us and what our friends in various fields of work are doing and creating.
LNY: Does Max handle the menswear and Suzanne the women? How do you achieve the balance?
MB: Actually the design process is collaborative beyond just Suzanne and I. We do look through reference pieces and fabrics together, alter them, fit them, etc. But more often then not, its our friends coming with pieces they want to see made, or ideas about fit and style. For example Dylan Kawahara might drop off some perfect linen summer dress and say "This is what you need to make" and I would say "Ok Dylan, you are a design genius so Suzanne and I can agree that we should make that dress". Alex Perweiler might come through telling me how the t-shirts need to be cut taller. "Ok Alex there's Hanes beefy t's in sizes xl and above located in the display window, skater." So we agree on biting looks from our cool friends, and we agree on what we like, and we agree on what fabric we should make it out of, and we make things that way.
SD: Max and I work well together because we usually trust each other on coming up with new ideas and making decisions. So we usually sit down and go through our individual ideas for mens and womens and come to an agreement on what we think is good. It is more of a team effort and since a lot of the clothing can be worn by men or women, the vision tends to overlap. The main problem is that we also live together in New York, so lines get blurred and design meetings can be difficult to schedule and adhere to when one of us decides to sleep in instead.
LNY: When is the & an And?
MB: Its an 'N. Like Capone 'N Noreaga. Or Kid 'N Play...
SD: It depends I guess. When our logo is & but the sign on the store says "and"? When it is cheaper to use less characters for mass printing?
LNY: Describe the transition from selling online to in store.
MB: Online sales are difficult because to sell a basic item, you really need your customer to try it on and find that the fit is perfect, or that they love the fabric. For example, we made some tees with a pima-viscose blend that is soooooooo soft and a little bit sheer. On a computer screen it might as well be made of cardboard, because you cant try it on or touch it. So the transition is easy enough on the sales end, but the other transition is getting to build out a store. Its more gratifying for me to design a physical space as opposed to a digital one so opening a store has been a lot of fun.
SD: I agree that being able to see the clothing in person is definitely true. But also having the physical store is very exciting, because in this case it really turned into something that I feel is about Max and Suzanne, the people. Everything in the store being sold is something that Max or I would wear or own or be inspired by, from the collection to the Embryolisse face cream all the way to the vintage fisher tube amp. When I walk in I feel like I am in my apartment, or in Max's home in the Sag Harbor (where some of the furniture actually came from!), and I think that is important for the brand and to a customer who would want to buy the clothing to buy a part of our personalities and interests.
LNY: What word best describes your brand? (If it weren’t called Max & Suzanne, it would be called _&_)
MB: Gin and Juice? Suzanne would say Gin and Tonic. A classic drink with a pissed off connotation (that she drinks through a funnel). Retail is pissed off in general.
SD: Max&Moose. That is my nickname, and I like that one because that is usually how our close friends refer to us when speaking about us as a couple.