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Automatic TRANSCRIPT

Hi Samantha. Hi Charles how are you? I'm pretty good. So you're You're swimwear line line a Myo. It's Kinda pitched as Appraise swim which the French for after swim. So you're covering swimwear you're making giving suits and then you're making things to wear after he got out of the pool or around the pool kind of stuff exactly okay But you're also very sustainability focused in your maiden Los Angeles so let's talk Tell me a little bit about the brandon where it came from. Yeah so We are very much pointing the swim category. All of our pieces are made and designed to be worn. Not only as swim but as ready to wear solve our one pieces you can easily whereas bodysuits and our tops as crop tops or are swim card against tops with high waisted pants. In addition to all of our resort where pieces transitioning straight back to the swim and you can have a full couture outfit all in a Myo tour We it is not. It's high end luxury and we tried to be as As possible obviously not being in Paris and coming from that heritage but Very much in our technique in the construction of our pieces. We take a lot of inspiration from couture and do the best that we can. You actually have a background where you're very Cosmopolitan you've been around. Can you talk to me a little bit about How you came to do fashion a new. You also have a fine arts and literature background as well. Yes that's correct so I got my degree in Studio Fine Arts And French Comparative Literature I made the transition into fashion design right after university and kind of fell in love with the swim category because it felt like the perfect combination of these two sides of myself One that's been in the water as much as possible since I was a child And then the other the the more cosmopolitan side of of growing up Between Boston in Paris and And Beirut so Having something that was more fashion forward and elegant within the swim category really resonated with me and then creating a multi functioning Multipurpose product for the cosmopolitan. Modern woman was very exciting for us. Would you say from Your Fine Arts background? How much does that inform what you do as a designer do? Do you feel like you pull more from your fashion school skills or you're fine. Art Skills the things that you learn specifically in those different schools when you're designing. I would say from my fine arts just because in particular. We spend a lot of time studying the female body and the female form does yes and so dealing with a stretch. Fabric fit is obviously the most critical and important aspect of the product. So and then and then the inspiration from more of the old couture houses of Paris. Kind of the fun. Cherry on top So we I take a lot of inspiration from ready to wear and couture elements and then apply them onto onto swim so most people think of Los Angeles as producing t shirts and jeans. Not the the find sewing. So how do you build an apparatus? Did you find a factory in La? That was already able to do this or did you start your operation. Now it's been very difficult We are development as start up from scratch So I found all of our development team Which is a huge component of being able to replicate the more fine finer sewing And then we work with several contractors but we are very hands on with the contractors to ensure they execute Kind of at the level and standard that were striving for so. How were you selling? This we are selling to wholesalers or we have wholesale partners as well as directly off of our website. What's kind of stores are you in so far? I mean you started this in two thousand sixteen right We officially launched in May twenty seventeen. I did a very soft launch and may twenty sixteen okay And then we started mainly just with wholesale accounts and then we launched our ECOMMERCE platform in January twenty eighteen and we're currently with Neiman. Marcus Bergdorf Goodman. We've been with anthropology and And then several you know hotel luxury luxury hotels around the world like the four seasons and chevelle blown Saint Bart's and Were with Michelle farmer and Several other small stood greats. Luxury store is around the world. I don't think of all those kind of high end stores. As being very tech savvy. Do you get good information about your sales from and what's selling and what's not working and we do we do. I mean we. Our retail partners are important to us as much as our direct to consumer as as important to us And really building. That relationship with our buyers is important So we tried to make an effort to do that As well as you know making an effort to have that relationship with our directly with our consumers and how you approach ecommerce what what do you say to people online about the brand what? How'd you encapsulated into the little bits that get shared on social media? Yeah so our messaging to our customers very two folds one is explaining that we are making that bridge between a place ski which most people are more familiar with Saying you know you you have a place. Ski In the Outerwear Category. Why don't we have a play? Swim come to a mile and this is who we are and we style All of our pieces very much during her shoots as ready to wear to showcase to the consumer how you can wear our our product outside of the beach and ocean and pool And then the second fold is is looping background to your first question about the sustainability and philanthropic component of our brand which is very important for us In today's market. I think you have to have a really strong vision. And stance of where you want to be in the global climate today And for us it's really important to be a part of that sustainability conversation especially since unfortunately lycra is a synthetic fabric So we WANNA be really on the forefront of the new technology that's coming out around textiles. That are better for the environment Better for the world as well as promoting the more artisanal craftsmanship Better working conditions word. You see the most promise in terms of material science meeting these sustainability challenges for stretch fabric. Yeah I think definitely. Just in the efforts around creating recyclable LYCRA fabrics We still have not been able to find a fabric. That's one hundred percent recyclable. And still very luxurious so we put a lot of emphasis on our base. Swim Fabric In this sustainability component of it so the the meal that we work with fully powered and their technology for how they recycle and reuse. The water waste is extremely efficient and innovative And so that's all really important. So if we can't use a fully recyclable fabric. We try to make sure that every other component of how that fabric is made is very sustainable and very efficient and provide an you know creates as little carbon waste as possible are like Rizzo Extra Life Lycra certified so it will last you a lifetime. Oh what is that? Extra life. Lakers certified is pretty much is what it almost. Sounds like It? It's a tight. It's a technique that diminishes the erosion and kind of the wear and tear. That GRA can go through when it's exposed to the elements and so it's in the it's in the finishing in its in actually how they create the fabric in ensuring it will last you fifty plus sixty years. So is this a new product that you're able to access that that wasn't there a couple of years ago now extra life. Laker has been technology. That's been around for a couple years And so we just make sure that we are a part of that. But there's a lot of really interesting new technology around Recycled Nanno fibers which I find highly fascinating. Japan is actually a great They're really on the forefront of the these new types of fabrics and so. I'm hoping to incorporate more of