06/15/12 - 0 Comments
New York, New York: An Interview With SGC N-Y-C Designer Jason Alfano
Very few brands are still created locally, but SGC N-Y-C, designed and produced in New York City, has achieved old school success. Not only have they been featured on Nylon, Foam and Vogue Paris but also the fan base they’ve amassed over the past few years proves it. The label is known for producing wardrobe staples that we all need, but are impossible to find—the perfect blazer, the coziest denim shirt (just to name a few)—and has a minimalist, sexy feel to it. We chatted with designer Jason Alfano about the upcoming Summer 2012 collection. Check out a few shots from editorial above and the video below—we’re obsessed!
What’s the story behind the label’s name?
Social Gathering Clothing. It really was just part of the song I was listening to when I started this company (“A Social Gathering for the Celebration of the Anniversary of Someone’s Birth“ by The Birthday Party with Lydia Lunch). It evolved in my mind from there and became the idea of how brands are out in the social world. It is part of the evolution of your brand.
How did you get into designing?
Randomly.
What inspired your summer collection?
City living in the summer is not all it is cracked up to be. It is humid and it is hot, but you still have to look good. So that was just the jumping-off point. Light, sheer fabric and baggy fits. I also wanted clothes that girls could easily make their own.
Everything is designed and produced in New York. Is it important for you to have everything done locally?
If you want to be a part of a community, you have to contribute to that community.
Do you think that living in New York has an effect on your creativity and the way you work?
I was just thinking yesterday how many creative people I have met in this city. It is humbling and inspiring. Hopefully you are the type of person that draws energy from that and are not intimidated by it.
Are there any particular films, musicians or artists that are resources for your work?
Music is the basic driving force of my life. Just follow us online, that is all I talk about. Films, I always liked Michelangelo Antonioni. I like aesthetics and nothingness and no one really ever did it better.
With every new collection, you come out with a new editorial. It seems like they’re a big part of the label. What’s the process behind creating the editorials?
This is my favorite part of the job. There is no process. I have complete trust in my friends and the people I choose to work with. So we just hang out, relax and whatever comes out I know will be amazing.
What is your favorite piece you have designed for the label?
That is for the consumer to choose.
What advice would you give to upcoming designers now?
There probably are going to be a lot of extreme highs and lows—just be ready for that. Your emotions cannot be tied to every little comment or article.
Any future collaborations or plans in store that you’d like to share with our readers?
We are doing something this summer with Obesity and Speed. Plus, feet might be something in the near future.
