051 JJ Martin: The Entrepreneur Putting a Bold Stamp on Fashion

05/29/20 • 48 min

I have known JJ Martin for my entire professional career. And yet, until this podcast interview, I hadn’t realized just how much our lives were parallel. We are both California girls, we both left the United States to follow our hearts to Europe, and we both became top fashion journalists in international fashion capitals. Now all of this is a fun side note to this interview. But the real reason I wanted to speak with JJ is to finally learn the how and why behind her choice to launch her company, La Double J, in 2015. If ever there was an inspirational story about how to be fearless when it comes to pivoting and creating a second act for your career, it’s JJ’s story. But I am getting a bit ahead of myself. In this podcast, you will hear all about how JJ was able to start to follow her passion for fashion through the fields of advertising and marketing. How she ended up living in Milan, not speaking a word of Italian. And how a chance meeting with the renowned fashion journalist Godfrey Deeny put her on the path to becoming one of the top fashion writers in Milan, eventually spending 15 years on staff at publications like The Wall Street Journal, Harper’s Bazaar and *Wallpaper. Today, however, JJ’s love of fashion, and more specifically bold prints and great Italian artisans, has manifested itself into one of the industry’s most beloved independent businesses. La Double J is an e-commerce website that extols all things vibrant and vivid. Her curated selection of vintage patterned prints on easy to wear dresses, pants, and tops have made her site the go-to place for anyone who loves to be the center of attention when they walk in a room. Better yet, JJ has smartly evolved the company to become an avenue for her to highlight the work of Italian artists and brands that she feels need to be celebrated, such as the porcelain company Ancap, the Venetian glassmaker Salviati, the luxury handbag company Valextra and Acqua di Parma, by creating collaborations that blend their work with her own uniquely colorful universe. More recently JJ has expanded La Double J even further into the lifestyle brand space with a new focus on the world of wellness and helping women around the planet find their inner goddess. In the section on her site dedicated to living like an Italian, JJ discusses topics like the power of color on the psyche, chakras, and the movement practice of Qi Gong. Just on a technical side note, I did want to let all you listeners know that JJ and I did our interview over Zoom video. So don’t be surprised by a couple of very minor audio issues. And if you happen to be more of a visual learner, feel free to head over to my signature YouTube channel to watch the video version of this podcast in action. Now get ready to be inspired by JJ’s story. How she was able to manifest the career she wanted through passion, determination and hard work should motivate all of us. now more than ever, to start following our dreams.

Previous Episode

050 Jens Grede - The Man Shaping SKIMS Future

The world is starting to get back to work which means many women are turning to shapewear brands to help counteract the last few months of comfort food consumption. So I thought this would be a perfect time to chat with Jens Grede. Jens is the partner and board director of Kim Kardashian West’s shapewear brand SKIMS. And this Sweden native is a savvy fashion executive whose eclectic career path has given him quite a unique and clear-eyed perspective on the industry. After a stint working at the interior design magazine Wallpaper* at the start of his career, at the tender age of 25, Jens decided to start Saturday, a London-based creative agency. He launched it in 2003 with his business partner Eric Torstensson. The organization quickly grew to include a stable of companies focused on everything from brand management, public relations, and art direction to talent brokering, e-commerce, and publishing - in the form of the highly respected Industrie magazine. Later renamed Saturday Group, with offices in the four fashion capitals, the business eventually also dove into the apparel side of fashion when, in 2012, it debuted the well regarded California lifestyle brand FRAME. Today, along with his duties as co-executive chairmen and co-executive creative director of FRAME, Jens also has taken up the task of scaling the shapewear phenomenon that is SKIMS. The brainchild of Kim Kardashian West, the company has seen exponential growth since its launch in September of 2019. Its inclusive approach to shapewear with its broad size range and extensive skin tone color options has seen the company sell out of most of its stock within the 24 hours of a drop and has garnered an enviable loyal client base with 38% of first-time shoppers becoming returning customers. During our Zoom video call, Jens and I talked about the difficulties of trying to break into a market that is dominated by a single player. How hands-on Kim is with the creative direction of the company, the clear advantages of e-commerce focused business built on transparency, and how Jens plans to expand the growing SKIMS empire into new categories. Just on a technical side note, I did want to let all you listeners know that because Jens and I did our interview over Zoom video you might pick up on a couple of very minor audio issues. And if you happen to be more of a visual learner, feel free to head over to my signature YouTube channel to watch the video version of this podcast in action. Ok, now it's time to discover just how Jens sees the future of both fashion and SKIMS.

Next Episode

052 Nellie Partow: The Designer Who Is Always In Your Corner

It says something about a brand that when you click on the about page on its website to get the backstory on the designer, a YouTube video of her boxing in the center ring at Madison Square Garden pops up. Showing her winning her title fight in front of a sold-out crowd. If nothing else the footage clearly illustrates that designer Nellie Partow knows how to roll with the punches and has no intention of ever being down for the count. Which is a good thing considering that her independent label finds itself in that ambiguous middle ground of no longer being a new brand on the rise nor one that has achieved world domination. Partow, which the designer launched in 2011, is one of those sleeper hit fashion houses. You know the ones I am talking about. The brands whose names you whisper in the ears of only your closest friends when they ask you where you got that amazing relaxed fit purple suit or the dress with architectural pleating on the bodice or strategically placed cut-outs. Partow’s aesthetic is one of modern minimalism. Where the use of color and structural detail work help to elevate the understated foundation to a more refined realm. Nellie’s design approach is perfectly understandable considering that - after graduating from Parsons - and just like with her boxing training, she put in the hours, days, months, and years learning her craft. Working at Calvin Klein, Donna Karan, and John Varvatos for a cumulative 10-year stint before she hung up her own shingle. Her slow but steady wins the race philosophy to fashion has worked well for Nellie. Only three years after launching her brand she found herself making a profit. Something that is almost unheard of in the industry. In 2015 she became a member of the Council of Fashion Designers of America, AKA the CFDA. And 2019, according to the designer, was her best year yet - as she started to scale up her label adding in new categories to her staple “work as hard as the woman wearing them” designs. Even the pandemic hasn’t stopped her from moving forward with the launch, this month, of an e-commerce component to her website. Just on a technical side note, I did want to let all you listeners know that Nellie and I did our interview over Zoom video. So don’t be surprised by a couple of very minor audio issues and the sound of Nellie’s very friendly dog Mika barking with excitement while we chat. Also if you happen to be more of a visual learner, feel free to head over to my signature YouTube channel to watch the video version of this podcast in action. Now, for all you future fashion designers out there my advice would be to take a page out of Nellie’s playbook. She launched her brand in the wake of the 2008 recession but since then she has continually been punching above her weight to create a knockout brand that has the potential to go all the way.