Men’s 2011 Fall/Holiday Style Guide: SLVDR

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SLVDR

Rob Myers, Founder

What is your brand's story for Fall?

SLVDR's been more of a quiet company based on details and materials. In general, SLVDR is based on classic design. There's always an element in traditional, classic, Americana.

What are some examples of classic styling, with your own interpretation?

One of the jackets that did well for us was a combination of a classic trenchcoat, a military sort of parka and an outdoor feel to it. It's literally trying to take something like that classic khaki or gray trenchcoat that you probably like to wear but its too uptight and just adding design features and details to the piece to make it more youthful and relevant for a person who might not be wearing something as formal as a trench. Like in a cardigan sweater, instead of doing a great cardigan, running it in a fleece material that has a soft, luxurious hand feel and having that with a jersey liner. It has a recognizable and understandable silhouette to it from the cardigan, but it's not a knitted sweater. It takes something that's very familiar and puts a small tweak on it to update it. The whole idea is to make stuff wearable. Its one thing to be inspired by a look and then go off and do something totally different and just use different materials but those materials suck or if you go to far with it and it's not wearable that doesn't do anybody any good.

What are some of your other top styles in sweaters?

In the sweatshirt or fleece side, we do a fleece cardigan. In sweaters, I do a knitted kangaroo pocket sweater. No hood, a Henley collar and button down quarter opening. Its a cotton sweater knit, not heavy weight but its got a nice body to it.

What is new in your wovens?

Wovens, using again because its based in classic design, using classic checks, oxfords, pinstripes in silhouettes so that it doesn´t feel so dress shirty. It doesn't look like something you would wear with a tie. A little less stiff, uptight. It's done to where it gives it a casual [feel].

Were there any changes in price or retail strategy this season?

My strategy is to stay in business. Anyone who didn't raise their prices last year, I would imagine they are feeling the effect of what is going on. Not only raw materials, but labor issues if you manufacture in China. My prices did go up for Fall. SLVDR has only been only in business for a little over 2 years. We almost tripled sales from Spring to Fall, we probably would have sold more numbers but I don't know how much more money we would have made because at the end of the day more numbers at a lower margin. What makes more sense? You could argue either way. Why wait two or three seasons and really have history with key styles and get to know that SLVDR wovens cost $79.99 and then slowly making less and less margins because prices are going up. It didn't make sense. I have the luxury with SLVDR because it's new in that there's not as much history. Whereas huge companies, retailers are saying "No, we've retailed it for $39 for the past three years. That's what we need it for."