Interview with Daniel Hogg of Gentle Fawn
I interviewed Daniel Hogg over a month ago yet wanted to wait to post it because it was the interview I was most excited about. The company was started by Daniel and Carla Hogg after an innocent afternoon of thrift store shopping. Today Gentle Fawn is an international retailer with it’s clothing in over 500 locations across North America as well as making a European debut in 2004. They continue to design very feminine clothing that easily goes from day to night. Their use of modern prints and lightweight fabrics keep the brand on trend and constantly evolving. I talked to Daniel about fabrics and trends, company expansion and the idea of one day doing a men’s collection. Scope the interview below and visit them at gentlefawn.com. Photos from the 2011 Fall Collection.
Full Name: DANIEL HOGG
Age: 43
Current Mood: FULL
Life Moto: GOOD TO GO.
JK: On your website it says that you and Carla first got started after an innocent day of thrift shopping – do you remember this day? What was the memory and conversation like of wanted to design your own line and start your own company?
DH: WE HAD BEEN PLAYING WITH USING THE NAME “FAWN” IN SOME WAY, AND FINDING THE LITTLE FAWN JUST KIND OF CONFIRMED IT…DYSTINY IF YOU WILL. I HAD ALREADY BEEN ON THE INDUSTRY FOR ABOUT 10 YEARS WITH MY FIRST BRAND FLOSPORT, WE WANTED TO START A NEW FUTURE TOGETHER, AND GROW BEYOND WHERE FLOSPORT HAD GONE.
JK: Your collections are very feminine and contain lots of lightweight and sheer materials, do you see yourself continuing to use these types of fabrics for future collections because it’s a design staple or do you choose your fabrics based on what inspires you for that collection?
DH: IT’S A BIT OF BOTH, WE LOVE THE FABRICS WE USE, AND ARE ABLE TO RE-INVENT THEM SEASON AFTER SEASON BY WAY OF NEW PRINTED AND APPLICATIONS. WE DO ALLMOST ALL OF OUR OWN PRINT DEVELOPMENT IN HOUSE, SO THIS GIVES US A UNIQUE LOOK AND FEEL TO THE CLOTHING. WE ARE ALWAYS RESEARCHING AND ADDING IN NEW FABRICATIONS IF IT MAKES SENSE FOR THE LINE, AND SEASON.
JK: Between you and Carla is one of you more business oriented while the other is more design, or is it equal on both parts?
DH: AT FIRST I WOULD SAY I WAS MORE BUSINESS, BECAUSE OF MY HISTORY IN THE INDUSTRY, BUT OVER THE YEARS CARLA HAS TAKEN A LEAD ON MANY OF THE BUSINESS ASSPECTS OF THE COMPANY, BASICALLY SHE IS IN CHARGE OF HR, AND THE SALES/SHIPPING DEPARTMENT, AND I AM IN CHARG OF THE DESIGN/DEVELOPMENT DEPARTMENT. ALL OTHER BUSINESS MATTERS ARE SHARED.
JK: You’re clothing is available in North America and in Europe, what’s the main difference you find in fashion between the two areas of the world?
DH: THERE IS DEFINELTY A GLOBAL FEEL GENERALLY SPEAKING IN FASHION, AS EVERYTHING IS GLOBALLY ACCESSABLE. THAT SAID THERE ARE STILL REGIONAL TRENDS, AND LOOKS GOING ON ALL OVER THE WORLD. WE JUST DO WHAT WE DO, DESIGN WHAT WE LIKE, AND FIND THAT ORIGINALLY HAS A UNIVERSAL APPEAL.
JK: What does a typical design day look like at Gentle Fawn? How far in advance are you designing your collections so their ready for retailers for that season?
DH: THERE ARE ALWAYS MANY DIFFERENT THINGS GOING ON HERE, SELLING CURRENT COLLECTIONS / SELLING THE NEXT SEASONS COLLECTIONS, MEASURING AND PRODUCING THE NEXT SEASON, SPECING / DESIGNING THE NEW SEASON. RIGHT NOW WE ARE GETTING READY FOR OUR FALL 2012 PHOTOSHOOTS, WHILE MEASURING, AND PRODUCING SPRING 2012, AND WE HAVE JUST STARTED DESIGNING AND DEVELOPING SPRING 2013.
JK: Right now you’re just doing women’s wear, has the thought of men’s wear ever entered your guy’s mind? Or are you only interested in doing women’s apparel?
DH: PEOPLE ASK US THAT ALL THE TIME, I WOULD LOVE TO DO SOMETHING FOR GUYS ONE DAY, BUT RIGHT NOW WE ARE IN A CONSTANT STATE OF GROWTH, AND WANT TO MAKE SURE THAT WE ARE NOT SPREADING OURSELVES TO THIN. WE LIKE TO GROW ORGANICALLY.
JK: What are the future ventures or projects for Gentle Fawn in the new year?
DH: WE HAVE GROWN A LOT THIS YEAR, AND WANT TO CONTINUE TO SEE GROWTH THIS COMING YEAR, WE ARE FOCUSING ON EXPANDING OUR INTERNATIONAL DISTRIBUTION CHANNELS.
JK: Because I’m in fashion school, there is this constant debate of education vs. experience, what are your thoughts on the discussion? If you were hiring someone for your company would one aspect be a deciding factor over the other?
DH: IT ALL DEPENDS ON WHAT CAPACITY WE WOULD BE HIRING FOR, IF IT IS DESIGN/DEVELOPMENT, EDUCATION AND/OR EXPERIENCE ARE KEY. BUT EQUAL TO THAT YOU NEED INSTICT, AND PASSION. IF YOU ARE IN SALES, YOU NEED THAT DRIVE, AND PERSONALITY.
JK: Lastly, what’s the best piece of advice you’ve ever received?
DH: HA, HMMM LET ME THINK. IT DEPENDS ON WHO I THINK ABOUT. IF YOU ARE MY BANKER, YOU TELL ME THAT FASHION IS ONE OF THE RISKIEST BUSINESSES. IF YOUR MY PARENTS, THEY SAID LONG AGO, “JUST GO GET A GOOD STEADY, STABLE JOB SOMEWHERE” IF YOUR MY FRIEND CHIP WILSON (LULULEMON) HE SAYS GO FOR IT. ALL I KNOW IS THAT THIS IS ALL I HAVE WANTED TO DO, SO I KNOW NO DIFFERENT, IT IS A VERY CHALLENGING BUSINESS, AND BELIEVE ME IT IS A BUSINESS FIRST AND FOREMOST. WE HAVE 12 EMPLOYEES THAT COUNT ON US TO KEEP THIS THING RUNNING AND GROWING, AND I FEEL A RESPONSIBILITY TO KEEP THESE GREAT PEOPLE EMPLOYED AND HAPPY. I DON’T THINK I WOULD CHANGE A THING.
