Steelo: Personal Style and Expression Takes Center Stage
Interviewed by Kenyatta D. Pious

What can you tell us about the Fall 2007 collection?
My inspiration stems from a collective creativity; different music, art, experiences.  I consider fashion an art, kind of like each individual’s masterpiece. A person’s clothing, and style is like an outward expression of their personality, confidence, mood and their swagger.  People make statements through fashion everyday without saying a word.  I guess you could say the ability to be seen and heard through an outfit, even a piece, is what drives my designs and creative flow – how do people who wear my label want to express themselves.  I get inspiration on an international level, New York City, Berlin, Hong Kong, Japan, London, Los Angeles, Steelo' really draws from a specific feel that echoes around the world.  I think Fall 2007 is a sophisticated style with a twist of fresh elegance.  It really pays close attention to detail while providing fresh angles and silhouettes to classic, traditional styles.  I used a lot of contrast fabric lining, double lapels, mock double layers, paneling, trim lapel detail and working cuffs to highlight this latest collection.  I really got a lot of positive feedback, from both vendors and consumers, liking the new twists - extra long, wide hoods, hoods with brims, wide shawl panels, and even a vest connecting to the outside of a blazer.    

Who is the Steelo' customer?
I honestly don't have a specific customer.  What I have found out through some consumer feedback and research is that the Steelo' customer is a faithful one.  Not everyone can rock a Steelo' blazer.  As I mentioned, the undertone and inspiration behind the designs don’t flow for everyone, nor would I want them to.  The majority of the people might not have the swagger to rock a Steelo' blazer, but I guarantee those 3 customers own multiple items.  They believe in the philosophy and expression behind the lifestyle.  I receive fan mail every week from customers all over the world.  Because I keep Steelo' exclusive and its distribution limited, I envision the Steelo' customer, in 3 words, "fresh, confident and sophisticated."  They know, understand, and appreciate style.

Do you have a main competitor?
Steelo' fills a void in fashion, it really creates a niche in men's design.  I truly don't consider the simplicity of other brands as competitors.  Many designers and mainstream brands are scared to push design confines, scared to add creativity to traditional silhouettes, scared to be unique.  I am not one to hold back my thoughts, so why would it be any different when translating into my clothing?  I'm not in competition with anybody but myself, but Steelo'.  My goal is to surpass my vision and designs from my previous season.

What do you see as the pitfall for young brands/ designers?
There are amazing designers out there, and there are amazing businessmen & women in that same pool.  It’s very difficult though, to find that happy medium.  Creating a brand is not just putting designs on a piece of paper and hoping they sell come market.  There is an entire process for introducing and successfully building a brand, a lifestyle.  There’s design, fabric, sampling, marketing, sales, production.  All of these things have to come together and mesh.  It takes a lot of out-of-the box thinking and many young designers don’t see the overall picture – at least the business attributes.  A lot of designers also conform to trends, norms and what is already out in the industry.  Failing to utilize a unique and special vision will not separate you from anybody else. 

What does the name mean?
Steelo' is about an individual’s personal style and self-expression.  It is for the man who wants to make a personal statement with confidence; without adhering to the industry’s mimic fashion and trends. 
I always had my own style so when people would ask me what I am wearing, what I am rocking, I used to respond, "it's my Steelo."
I am a perfectionist, probably the most ambitious, motivated, hard-working 25 year old you will meet, you combine that enthusiasm for fashion and life with distinct creativity, unique design, and that's the recipe for Steelo'.

How and why did Steelo start  - - who started it?  
I graduated a semester early from College in 2004, and Steelo' initially started with 10 screen-printed t-shirts.  At that time, I was hired to put together special events, most being various concert after-parties around the country.  I would travel with various major artists on tour and I’d bring my samples.  I would hit different stores while traveling, taking time to introduce the brand and its philosophy. 

That was the official launch of the Steelo’ lifestyle, at least the start of getting it distributed in key markets and exclusive doors.  One of the first shirts I made, the "I Love Paparazzi" shirt, was featured on the NBC Today Show.  They talked about it being worn by celebrities such as Paris Hilton and Lindsay Lohan.  From tees, I would buy yardage in the garment center, and construct hand-tweeded and hand-woven “western-style” shirts.  Along with that season, I was the first designer to attach the sweatshirt to the blazer.

Where can Steelo' be purchased and what is the price point?
Fall 2007 has been bought by Bill Hallman Atlanta, Details Orlando, Fred Segal Santa Monica, Fusion Philadelphia, Leaders Chicago, Lounge New York, Riccardi Boston, Skye Denver, TK Men Chicago, Traffic Beverly Centre, just to name a few. Fall 2007 blazers are retailing at around $400+, sweaters at $250+. 

For a sneak peak of the Fall 2007 collection, check out our website at www.steelo.us

What do you rely on for advertising/ marketing the brand?
I honestly don't believe in advertising.  My logic is that when you sell the right stores, you sell the right people.  The stores that I sell share the same vision of creating an exclusive innovative atmosphere for their customers, which translates into the right consumer and word of mouth takes over. 

Every time someone buys a Steelo' “masterpiece”, they are marketing the design, as well as themselves.  Steelo' ignites swagger.  Advertising and marketing doesn’t pay the bills, quality product and conceptual design does.  I'd rather be seen on the street than in an advertisement.  Rather than considering Steelo' a "brand," I try to look at each style, each collection, each season and view it as it's own identity, own personality, own creation. 

Can we expect to see the collection in fashion shows/ trade shows?
I look at Steelo' as an international lifestyle.  Many designers and brands look at the United
States as an entire market, but I look at the entire map, entire globe even, as a potential distribution platform.  Keeping true to my mission statement and roots, and for the integrity of Steelo' - I want to keep distribution limited and exclusive here in the United States, cap the amount of doors that I sell.  In doing that, I create the same amount of distribution in other countries.  So to answer your question, after launching Steelo' at such U.S. Tradeshows as Project and Agenda, I have participated
in such International Trade Shows as Australian Fashion Week, Bread & Butter Barcelona, Bread & Butter Berlin, and London Margin.

Tradeshows are a great platform to meet new customers, shake a lot of hands, say a lot of hellos, but it's much more personal for me to actually go to the stores, because at tradeshows you never really know who you are selling.  I like to see the layout, the concept, the vision of the store- meet the staff, see the customer.  I have been to Australia, Berlin, Hong Kong and London with my samples.  I prefer using Mapquest (shout out to Mapquest!) - going from store to store, that is definitely something I’d rather do than attend a tradeshow.

Any plans for a women’s line in the future?
I know what I want to wear, what's missing in the men's market, so designing men's comes naturally.
Women are too complicated.  First let me settle down, understand the women, and then I will design a women's line!  Basically, I need some female inspiration, ladies!, please send all applications to.......just kidding, just kidding.  Eventually, I will design women's, but my goal is to master the men's design world first.

What's next for the collection?
Stay tuned!  Just know, each season, I re-invent Steelo', so expect the unexpected...
(that sounds like a horrible movie trailer)

Any words of advice or wisdom for someone trying to break into your profession or do what you do on a daily basis? 
I once heard some quotes, "Lack of will power has caused more failure than lack of intelligence or ability," “Opportunity doesn’t knock, it waits.”
Every one that I have hired, I have ripped up their resume in front of them.  I'd hire ambition, hardwork and motivation over experience.  My words of advice or wisdom for someone trying to break into fashion is, truly pursue their passion and not to get deterred easily. 

Hardwork does pay off, but more importantly, seek advice and learning from other people, and learn from their mistakes as well as their own.  Fashion is global; your mind shouldn't be narrow.  I consider myself extremely stubborn, but what I have learned is to listen to as much criticism as possible, whether I feel the need to accept and absorb the opinion is up to my discretion, but it can never hurt to listen...

Work Hard, Play Harder…have fun, you only live once, no regrets!, and your designs should reflect that!