Check this article out right here
We saw this coming a mile away. Remember a couple of years ago when we first said we're all about transparency and that is what we stood for?! Well It's always been true. The link above is a really interesting article from the New York Times that's basically addressing the idea of transparency. It's saying that more retailers are actually dishing out information on where their product is made so customers can make smarter buying decisions. Ever since the Bangladeshi factory disasters, scrutiny on product origin has spiked.
Why only now though?
We've always believed in this from the get go. As always mentioned, every garment you purchase from us is made by our own family facility by trained and well-paid professionals with many years of service in the industry. These garments are checked by us at our family factory and sold by us at ours as well as partner retail shops. Even when people mentioned that factory photos and factory staff did not add "style" to our presentation, we begged to differ. To all of you that believed that, shame on you! Product origin and the people behind them are just as important as the sales staff/environments that help to sell them.
A couple of months ago, we were approached by some folks who believed in our brand and appreciated our aesthetic. They came to us as students with a project. They wanted to tell the sifr story from a more back-end approach. They are Good Living, and they have a story to tell; The Price of Comfort.
If you've watched the video, you'll notice something. There's no glamour, there's no buzz, no real hype, but there is good, honest, wholesome information on your favorite sifr product and where it comes from. There's even a feature on my father telling you about the origins of our core product in sifr Essentials. Every time we tell the story of people in our family that are involved in the product conception, they're pleasantly surprised. Hope you enjoyed my father's fitting accent! The best part; there's actually a bit of info at the end on why we think our garments are fairly priced.
Chris Fussner, marketing guru and creative director at sifr shares with us his 5 main comforts;
1) Waking up to the sun on your face and making some coffee, love the
smell and sounds while I'm making some drip coffee or french press if
I'm short on time.
2) After a long day there's nothing better than lounging at home with a beverage listening to some tracks.
3) Waking up with a hangover on a Saturday morning and getting ready to play some soccer (football) with the mates.
4) Putting my film camera next to my head when the film rewinds or the sound the shutter makes when I snap a frame.
5) Chilling with the family over a long meal and talking about future travel plans.
Chris also took the liberty of sharing some of his insider tips when in New York City:
Top 3 - New York
1) Fette Sau - If you love BBQ, prepare to enter a food coma once you're done eating here. Please note that they charge by the weight of your order. http://www.fettesaubbq.com/
2) MoMa - A great way to visually and mentally stimulate yourself for a couple of hours, they're doing a Le Corbusier retrospective this summer! http://www.moma.org/
3) Love Adorned - If you love accessories, designed, crafted objects for the home you can find anything from vintage persian rugs to handwoven vegetable dye scarves from Japan. http://www.loveadorned.com/
Just in case you didn't already know, where other clothing brands get all their branding done externally, we do everything in-house! Our team is small, yet agile. Daryl Chan is 1/3 of sifr. He handles all branding, art direction and graphic works in our company. He's also the mastermind of this little initiative. He's always up for a chat, so say hello when you see him around town!
Here are the few things that make him feel at ease;
1) Sitting on a beach, with the sea breeze in my face and a Pina Colada or some other island cocktail in hand. Preferably garnished with a paper umbrella.
2) Waking up for work only to realise its hours before my alarm rings and snoozing till it does. Or better yet, to discover its the weekend.
3) Getting absorbed listening and losing myself in the layers of music, oblivious to my surroundings.
4) The first sip of an ice cold beer after a hard day at work.
5) Having bowls of my favourite home cooked soup after days of eating out.
5 tracks currently on repeat in his playlist:
1) Groove Committee - I Want You To Know
2) Gregory Porter - 1960 What? (Opolopo Kick Bass Rerub)
3) Cee-Roo - Ray Charles
4) Bonobo - Know You
5) Jose James - Trouble
Suraj Melwani, merchandiser and financial bouncer at sifr: