Take Two: seiv by Sarah Vosper
We profiled up-and-coming designer Sarah Vosper of label sev (now seiv) mid last year when she was a finalist in the 1% Glue Fashion Design Awards. Since then Sarah has collaborated with Australian effortless-luxury label Jac+ Jack that has seen her featured on Vogue online. seiv focuses on taking the humble material denim and bringing it into a modern context - cleaner lines, slightly more masculine but still equally as chic. After a trademark issue, sev has now relaunched as seiv and in the process has set up a phenomenal online store. We caught up with Sarah to find out what we can expect from seiv 2.0.
Last time we spoke to you your brand was called sev and you were waiting to hear back from the 1% Glue Fashion Design competition. What has changed since then?
I ran into a trademark issue with sev and basically had to re-brand right before I was due to launch my first summer capsule collection. With the 1% Glue competition, it basically got down to one other designer and myself. After a couple of final meetings I found out that I had just missed out. Being runner up was initially disappointing, however the final process of the competition with the Glue team was an absolute, invaluable experience, which I wouldn’t change and am more than grateful for.
Was it disheartening to have to change the labels name?
Initially yes, because you can’t help but get emotionally attached to something you work on for so long, and sev had been a brand name in progress for the past two years while I was finishing my degree. However, I’m a strong believer in things happening for a reason, and hurdles arising to either redirect your path or teach you something. So instead of fighting a battle that I legally could not win, I put my emotions aside and re-worked the brand name. With some very sound advice throughout the re-branding process seiv has definitely come out much stronger.
How do we pronounce seiv?
It is pronounced sev but spelt seiv.
Has the aesthetic of the label changed at all along with the name change?
No not at all, the only thing that changed was the brand name itself.
The seiv customer is casually cool, earthy yet city driven, classy, minimal and has a boyish attitude with a strong feminine streak. She lives a busy lifestyle and is both intuitive and unique.
You've recently launched an online store which is exciting. Does this mean we'll be seeing a lot more from seiv in the future?
Yes it’s been very exciting launching the online store. I’ve re-planned my capsule collection due to the production push back with the whole trademark issue. So there are only a few pieces available at the moment, and those pieces are completely handmade and therefore limited. This allows seiv to slowly launch itself into the market place while keeping a strong eye on quality control, and also sizing adjustments/feedback. I really want people to invest in good quality pieces that hopefully their granddaughters will be wearing one day.
Can we expect an AW14 range or will you be presenting a SS14/15 collection soon along with other Australian labels?
I don’t think seiv will be creating full collections just yet. The brand is more about basic statement pieces at the moment. I want to keep as much as possible locally made so staying small for the time being offers the invaluable side of unique pieces with high quality control.
How are you currently producing your product?
The items that are currently available online are all handmade by myself which basically started after some friends really got to me about wanting one of my denim bras that I showed in my graduate collection last year. Some other garments that will be hitting the online store over the next couple of months are all made by local machinists, which thankfully is still possible in our hard-hit local production industry.
Where do you hope seiv will be in the not-to-distant future?
I believe great things come in small packages. The plan for this year follows that, we don’t want to explode onto the Australian market place, we want to slowly work our way in; the quiet child who suddenly got noticed. Providing good quality and unique designs is our main aim and the thrill of having pleased customers wearing our garments is out of this world. So I hope this year brings a strong bond between the brand and the customer as we develop. In about three years time I would hope to have seiv items stocked in a couple of local boutiques and have started to introduce a few menswear pieces.
How can people connect with seiv?
By Allanah Jansons