"I DID IT"
I.D.I. by Matthew
Written by Yvette N. Coleman
I.D.I. didn't just happen overnight. There was
a progression that led it to where I.D.I. is today.
In 1976 Matthew Hekmat’s
father opened a wholesale clothing company in
Los Angeles. During this period Matthew was attending
University studying electronics and working at
Denny's where he worked his way up to store manager.
At the same time, his father asked him to start
a new career helping work in the retail store.
“I had to learn the retail apparel
industry the hard way from scratch. I knew nothing
about the apparel business!” By
24, Matthew was overseeing a wholesale clothing
company. “Luckily, my natural knack
and accurate vision helped me modify the business
from an average re-seller, buying from manufacturers
and importers, to a completely self-sufficient
entity.
One day during my travels I discovered an apparel
factory in Taiwan. I was very excited for my first
visit. The manufacturer asked me for designs to
produce. I did not know I needed to bring samples
for our meetings. As a result, I had to design
a product on the spot. After that experience I
was hooked and have devoted my life and attention
to the study and execution of design.”
After working with his father he decided to introduce
"crochet" to the US market. He started
from scratch and was only aided by his artistic
ability. In 1987 he introduced the I.D.I. collection.
“Its name was born when I was showing some
samples to clients. Everyone asked me what the
name of my company was? I thought ‘wow’
I did it. Upon my revelation my company name was
born. I.D.I....what does the name mean? It means:
‘I DID IT.’"
I.D.I. by Matthew is the product of passion
for women with a focus on aesthetics and quality.
I.D.I. mixes intricate designs, soothing
fabrics and playful cuts. I.D.I.’s
legendary artistry in knitwear fashions has made
it a cherished label for the casual yet fashion-forward
clothing connoisseur.
I.D.I. exceeds its mission to provide the most
innovative and appealing fashion designs and to
be the leading industry example of respect, honesty
and integrity. Adds Hekmat, “Our promise
is our passion, and our passion is our clothes.”
What trends are major right now?
I think the one of the biggest trends in the market
right now are florals. Pattern mixing is very
new and fresh…from tiny ditsy liberty florals
to large oversize watercolor florals.
I also think that art to wear is new and different.
Face art and splatter and splashes of bright colors
are making their way onto the body. Garments have
acquired a third dimension. Everything is not
flat. Clever detailing such as pleats and tucking,
laces, ruffles and flounces add this dimension.
I see a return of the free love era influenced
by the 60's, bohemian chic and tied dyed T shirts.
Lastly, updated layering has found a home in the
market accompanied by dark denim.
Are there any trends that you are getting
tired of?
Nothing specific…in general the nature of
the beast is that the market gets oversaturated
and beats a trend to death.
What's next for I.D.I.?
We are going after being 3 dimensional. Garments
are going to be intricate. They are not just going
to hang on a body but they are going to talk to
you. IDI is also going to start using laser cutting
as one of its many new revolutions. In addition,
we are investigating a more eco-friendly
process such as the use of bamboo fabric.
Words of wisdom from Matthew of IDI:
Be focused and never give up.
Retail: $40 to $120
Available in Macy’s, Nordstrom, Bloomingdale’s or please visit www.eyedeye.com for more information. |
