Company/Designer Name: Berit New York/Brit Frady-Williams
Designer Background Summary:
How did you get started?
I’ve been making crafts since I can remember, and I started sewing at around 10 years old; it seemed like a natural progression. I got a sewing machine for Christmas one year and my Mom taught me how to use it. I began cutting up all my nice clothes and trying to create the things that I had in my head. Needless to say that wasn’t the best idea, as got into a lot of trouble, but I think it was apparent that I was going to be a fashion designer from an early age.
During my teenage years I did some modeling and started going on castings in Atlanta, GA. My first paycheck came from creating designs for a So So Def recording artist who later ended up modeling in my first fashion show. After the success of my first line when I was 17, I graduated high school, moved to NYC and earned a degree from the Fashion Institute of Technology.
I started Berít New York around April of 2007 and it has been a whirlwind ever since.
What inspires your designs?
I like to take historical fashions and ideas and then focus them on certain themes such as sci-fi, fantasy, tribalism or post-apocalypticism. Color combinations also play a large part in my creative process. If I find a particular fabric or trim with colors that grab my attention I may design an entire outfit based on that alone.
How would you describe your design style, design signatures and who is your targeted customer?
My designs have an edge to them, whether from asymmetrical shapes or contrast fabrics. I like to experiment with shapes and techniques, and use them in new ways. My popular designs usually lean more towards neo-Victorian fashion. I have spent many years studying that period of dress and I think that comes across in my patterns and techniques. No matter what era I base my designs off of, I always like to add a bit of futurism to them; this is more or less my design signature.
My target customers are musicians, artists and people who dress with a vintage aesthetic. I design for men and women who like to stand out, be seen, and express themselves, people who aren’t afraid to make a statement and who are a bit eccentric.
What designers inspire you?
My top 3 all time favorite designers have always been Alexander McQueen, John Galliano and John Paul Gaultier. I also think Gareth Pugh is very inspiring, and I can really relate to his story and his work.
What obstacles did you have to overcome?
I have had to overcome a lot of things. I would say the greatest would be trying to accommodate an expanding design space in a cramped one bedroom apartment in Brooklyn. It is very hard to even live in a small space let along work in one. Over the years, I have accumulated tons of fabric and supplies and have recently expanded my collection of sewing machines, mannequins and displays. So it has definitely been a challenge for me and I hope to one day rent out a studio/showroom in Brooklyn so that I can work outside of my home.
How did you overcome them?
For the time being, I have completely reorganized my studio space and have added wall shelving and clothing racks. It has cleared up a lot of floor room and has made it easier for me to store things.
What has been your greatest moment on your journey so far?
I would say graduating in May of 2007 with a degree in fashion design from the Fashion Institute of Technology. I worked very hard to get to that point and it was the greatest accomplishment of my career thus far.
What has been the biggest change in your designs so far?
I would say the use of pastel colors. It sounds so simple but I used to never work with light colors unless they were neutrals and I find that I am expanding more and more into mixing and matching colors schemes to fit the themes of my collections. I never thought I would say it but I actually enjoy pastels!
If money were no object what would you do right now?
I would immediately start working with manufacturers to produce my designs. That is my main challenge at the moment with so much overhead cost.
What are the best and worst things about being a designer?
The best things are having the freedom to express yourself through your work and the worst, I would say, is the long work hours and lack of a social life.
Describe your typical day?
A typical day for me would involve communicating with photographers, models, colleagues, clients, etc., for most of the day, and then I would work on designing and sample making at night.
What’s your philosophy of life?
I tend to go by the golden rule “Do unto others as you would have them do unto you.” I would not be where I am today if I did not have others take the time out to mentor me, encourage me and give me opportunities. That meant so much to me in my life and I want to reach out and do the same for other people. It only takes a little to help others go a long way…
If you could do it all over again, what would you do differently?
I would probably invest more money and time in creating collections right away instead of making individual pieces. When I first started, I mostly concentrated on vending at local craft festivals and conventions but I found that it took just as long to make enough stock to fill a vending table as it did creating a full line.
When will you know you have made it?
When I’m able to make a sustained and successful living with Berít New York.