Q+A: Every Little Counts
We got an email from Amy Snider of label Every Little Counts, and despite us rarely interviewing people out of our region, we thought it'd be nice to run a story on how one works their way toward running their own line. TiC interviews Amy on her background working as a designer in the fashion industry and the concept behind her printed T-shirts that have even appeared on Perez Hilton.
+ + +
How did ‘Every Little Counts’ come about?
I started Every Little Counts in 2008 after a company I had been designing for closed its doors. I had been working in both NYC and LA for a lot of different kinds of fashion companies, and had been slowly thinking about starting something of my own.
The name Every Little Counts is originally the name of a song by the band New Order. We played with a lot of different kinds of names for a long time. We were looking through CDs, books, records, everything and anything we were interested in. We wanted something romantic and dreamy, but versatile as well. We were kind of narrowing the selection to various music, and then suddenly we remembered our wedding song - Every Little Counts. It seemed to just fit.
Do tell us about yourself and experience in fashion.
I grew up in the country in western Massachusetts, surrounded by beautiful landscape, but far from the city. I spent a lot of time daydreaming, reading books and magazines, and watching classic movies with my mom. Some of our favorites were "Pillow Talk", "To Catch a Thief", "Charade", and "Bonnie & Clyde". I would get so inspired by the costumes, that I would spend hours and hours sketching up collections. Watching all of these classic movies also got me really into vintage. My mom and I would scour yard sales, thrift stores, and even our own attic, finding all sorts of treasures. Costume history has always been a huge inspiration.
After all of this, I found out pretty quick that I would be a designer. So I did what every aspiring designer does, I went to school, studied and studied, graduated, and got right into the business working in NYC. I worked in just about every market, Harley Davidson for kids, junior sportswear for Macy’s and Urban Outfitters, Jaclyn Smith for Kmart, and finally contemporary sportswear for Beau & Eros here in Los Angeles.
It was while working at Beau & Eros that got me thinking that starting my own business could be a reality. I spent 3 years there, learning & doing everything I could from design, sourcing, patternmaking, production, shipping, and sales - really just about everything! So when the business closed, I was pretty well situated to go out on my own.
You’ve produced four collections now. Tell us about them.
Our first collection was like this release of pent-up energy - just all of these ideas we'd been writing down and scheming over for the last couple of years. When we finally designed "In the Mood for Love", there was a really great energy about it - somewhat unformed, but exciting. It was fun, flirtatious, and overall nostalgic.
With 'Love Story", we were trying to get a more cohesive concept across - we had a lot of consumer feedback and time to assess. We wanted a more soft, romantic and dreamy look. We were really inspired by French New Wave, Brigitte Bardot, love sonnets, and autumn in the country.
"Love Songs" was an attempt to get back to the heart of what our concept is in a more direct fashion. We created a limited edition collection - only a set number of pieces per style - where we felt we could make something that would be both immediate and timeless. Since the collection was limited, we felt more freedom to be more bold with our graphics and writing. It was also timed for a Valentine's Day release, so we wanted to have fun with it. The result was like a wearable mix tape, paying homage to some of our favorite songs.
And now with "Wild at Heart", we've begun to experiment with brighter colours, cut, and style. Our influences here were things like wild summer nights, teenage rebellion, and the fickleness of young love. One of the things I love about doing the printing ourselves, is the experimenting we get to do in the studio. We usually have such a hard time narrowing our ideas down into one cohesive collection, so we love taking the extra time in the studio to try out new style and color combinations.
Where do you get the ideas and inspiration for your designs?
Well, of course, we get ideas from just about everything, but we definitely have particular interests. French Yeh-Yeh music from the '60s is important. We started with a lot of French New Wave film, but increasingly, we're getting into these much more obscure films from the same time that weren't as successful. Obviously '80s music like New Order means a lot, but also cheesy love songs from the '70s - I love styles and photos from the '70s; dreamy, sunny, nature-filled scenes of languor and beauty.
Your husband helps with the design as well?
My husband, Adam is a huge help with design. He has a background in art, photography, and graphic design so he is not only a huge help, but a huge inspiration. He works with the typography in the designs, as well as the web site, marketing and promotion graphics.
Any plans to do something beyond clothes?
Yes! We have so many ideas it's hard to take one thing at a time. I studied fashion design, and I grew up obsessively sketching so one of my main goals is to expand to entire line of sportswear. We've also been getting requests for a men's line. A line of stationary is also brewing.
Where can we purchase your stuff?
Our website would be the first place to go. We sell directly on our website, but there is also a list of stores around the world that carry our line.
How about the price range of your collections?
We try very hard to remain affordable. I really believe there is no reason to spend $50 on a T-shirt. All of our styles are well under $40.
And how does it feel like owning your own label?
Owning my own business, at the end of the day, is great. I love being in control of the creative decisions, and being able to explore my own personal style. I worked in a lot of different areas of the fashion industry, and one lesson I walked away with was how difficult it was to assert your personal style in a large, corporate context. So, it's great to only be focusing on my stuff, and in a way that I choose. That said, it can often be chaotic. My head is always in a million different places and there's a lot to keep track of. However, when I have a moment to think I realize how lucky I am to be doing what I am doing. I love it, it's great, and I'm excited for the future!
How would you describe your personal style?
Emotional, nostalgic, a little disheveled, and sometimes a bit understated. It's all up to mood I am in that day. Although, I am still rather obsessed with the natural, yet sensual look of the '70s and early '80s.
What’s your personal opinion of a fashion must-have and fashion don’ts?
Well, this is always hard. I am a collector by nature and my closet is overflowing, but a few of my must- have's are: a little black dress, some great jewels, well-fitted jeans, an assortment of statement-making shoes, and a great bag.
Fashion don'ts... wear clothes that don't flatter your figure. I know sometimes this is a hard thing to assess but "muffin top" is pretty hard to ignore, this is one of my own personal worst enemies! But most importantly, have fun, express your individuality. It's no fun if everyone looks the same.
Care to share your favorite shops and countries you love to shop in?
While I don't get out to do much shopping for myself, but when I do it's either to get something simple like a pair of basic skinny jeans (favorite: Urban Outfitters) or I'll scour the thrift stores for some specialty pieces, like a great summer muumuu or kaftan.
As far as countries, I love shopping anywhere I go, but I especially love shopping in exotic locations like Greece and Mexico - to buy authentic pieces that will remind me of being there. Stockholm, NYC, and London are also some of my favorite shopping cities, all just inspiring place to be. But there are so many places I haven't been yet!
Any plans for the future?
We really believe in what we've been doing so far, so the only thing left to do is to continue to grow and expand. We are very excited for the future and there are definitely a lot of ideas and projects in the works. Obviously, more collections are on the way, but also, we think about how Every Little Counts isn't just in the clothes we sell, but also in the books we read, the movies we watch, and the people we're influenced by. It's a lifestyle, and we want to build up a company that reflects that lifestyle.
+ + +
Apart from the US, Every Little Counts sells in stores in Taiwan and Canada. Check listing here. You can also check out their blog, follow them on Twitter or Facebook them today!
