"FOUNDERS MESSAGE" – WE ARE SNAIL FASHION
In Richard McDowall's "FOUNDERS MESSAGE" series, I share my thoughts on our day-to-day. The rollercoaster journey of building the A SLEEPING SAMURAI® fashion House.
Today, I want to talk about the A SLEEPING SAMURAI® culture. About our DNA. About the very fabric of our being. I ask myself the question, what is A SLEEPING SAMURAI®? Are we a luxury fashion House? Are we a streetwear brand? Are we a designer brand? We could be all of these things, and actually much of what we are will be in what our customers perceive us to be. The one thing that's for certain is that we are a slow-fashion House. And I would say that "slow" may be a little too fast for us. Our pace at A SLEEPING SAMURAI® is really more snail-like. And yet our "snail-fashion" brand positioning goes far deeper.
SMALL-SCALE PRODUCTION
In order to build an exclusive fashion brand, our focus is on small-scale production. Producing our pieces in very low numbers. As the founder of A SLEEPING SAMURAI®, my strategy will always be to keep production low. Even as demand increases we will never be tempted to stray from our principles. And hopefully my strategy will help keep our brand exclusive and rare, just as it is today.
SUSTAINABLE MATERIALS
From the first day I started A SLEEPING SAMURAI®, I wanted to use organic cotton across our collections. And ensure that our factories use less water and no harmful chemicals in the manufacturing process.
ETHICAL MANUFACTURE
One thing I focused heavily on right from the get-go of A SLEEPING SAMURAI®, is that every person who works in our factories are treated well. That my fellow man, and woman, receives a fair wage, enjoys great working conditions, and are treated very well.
CREATING TIMELESS PIECES
When a customer invests in one of our A SLEEPING SAMURAI® pieces, they know they are investing in a rare and timeless piece that will be long-lasting and rare. A piece where the quality is exceptional.
MINDFUL CONSUMPTION
Believe it or not, I actually don't want our customers to buy lots and lots of my products. Now-and-then, one-off purchases are just fine. I want every customer purchase of an A SLEEPING SAMURAI® piece to be an event – from placing the order to unboxing their special purchase. The journey becomes a moment-in-time event that's so special and touches your heart. When you choose an A SLEEPING SAMURAI® piece as your special purchase, please take good care of it and it will last you a lifetime.
COMFORT + STYLE = BEAUTY
Women want to be beautiful. Men want to be desired. I believe my job is to help fulfil those desires through my pieces. And when beauty combines with comfort then we arrive at a product that's incredible. We use the softest organic cotton. My fashion designs offer a looser-fitting aesthetic, allowing for natural body movement, whether you're skateboarding, jogging, or for that special evening out.
Yes, I would say we are definitely snail-fashion.
