Los Angeles-based fashion brand Tastemaker is certainly living up to its name.
Recently the eldest Jenner sister Kendall took to Snapchat to share her approval of the young brand, snapping a picture of a recently released windbreaker. As we know, a strong co-sign from any member of the Jenner-Kardashian clan will usually ensure at least 15 minutes of fame. We reached out to Tastemaker’s design director Jamel to find out more about the brand, and what we can expect going forward.
First, how did you get your product in the hands of Kendall Jenner?
From having great friends in higher places, and also because Kendall and Kylie are cool and gravitate to what they feel. Our first release, the “Dad Hat”, was very experimental and we had all the right influencers wearing it including Kylie Jenner which leads up to where we are today.
What is the significance of the slogan on the jacket?
The phrase was born from a phone conversation with a friend on Thanksgiving in 2014. She was crying because she moved across the country and was away from her family. During the conversation, she mentioned “I’m sad today but I’ll be happy tomorrow,” and it clicked with me instantly. I yelled “That’s it! That’s the new shit!”
Later that day, we went back to the studio to discuss as a team, and I started sketching and illustrating. Minutes later, we decided a windbreaker would be a good fit. It just felt right. We are one, and we feel the pain and joy of Mother Earth. Through the sadness and happiness. We hope that kids, teenagers, young adults and parents that have ever been depressed or sad can see the other side and realize that everything will be okay. That’s the true significance.
What do you have planned for your next release?
We can’t reveal too much information on that, but it’s gonna have the world salivating at the mouth.
Are you planning on creating bigger collections or simply releasing one product at a time?
Right now, we’re very strategic and calculated with our releases. We do what we feel, with no rules or limitations. But we definitely plan on releasing bigger collections in the future.
Are you selling in any stores?
We’re currently selling online. But we are in the talks with a few select accounts.
These days, its not uncommon for startup brands to release small-batch collections without notice, and even sell through IG. What do you think of this model?
It’s a great model for artists who are starting with whatever they have, often with minimum resources. We are living in a digital revolution. If you work hard at something and execute, anything can happen. Selling online allows a direct-to-consumer connection.
How is it beneficial for startup brands to experiment with or tweak a standard business model?
I think it depends on your brand and the identity you’re creating. Mass producing and working with large retailers is a beneficial route that many brands take. If you’re trying to build something for longevity and not take as many risks, a standard business model may be the move that gives you legs.
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