Bringing new meaning
to the term "monkey business," AZU Brand has arrived on the scene to give
fashion a new face - that of a cartoon monkey. Launched less than a year ago by
three friends who detected a bit irony in their corporate desk jobs, the AZU
team decided to explore some of the ways that monkeys can resemble human beings.
By illustrating some of these concepts onto t-shirts, AZU is gaining speed as a
fun and accessible t-shirt brand for consumers of all ages. On March 25th,
you can catch their designs at the I
Want Now fashion show event at Tenjune alongside some of the fashion
industry's most promising new talents. I spoke with Cara Hall, one of the
founding members of AZU, about the brand and why they decided to ditch their
desk jobs and start monkeying around.
What is AZU Brand's mission or creative goal? And
how would you describe your brand?
The goal of AZU Brand is to bring a fun, fresh
and affordable edge to fashion and have a lot of fun doing it. AZU
doesn't take itself too seriously, so we went into it with a tongue-in-cheek
approach. We all have spent a lot of time in very corporate jobs, sitting in
front of a keyboard, typing away and thinking, "even a monkey could do
this." So this idea got us thinking of what other types of odd situations
we could put monkeys into.
What does the name AZU mean?
The name AZU is a different way of spelling "a
zoo." Life can be a zoo at times and AZU brings a fun edge to that
sensibility.
What does the use of monkeys mean to AZU? What
statement are you making by featuring them in your designs?
The point is to have fun with it, to put our own
spin on things, and if it makes you laugh or think - that's a bonus. There's
a definite humor to our designs and we'd like to think that it's an intelligent
humor - although that may be giving us too much credit.
Do you have a style icon?
Our style of clothing is a sort of hybrid between
skater and hip hop style. It's hipster-y in the sense that you could see
someone like Ashton Kutcher wearing it, but it could also appeal to someone
like Jay-Z. These people do their own thing and set their own
trends. We admire that attitude and would love to have anybody that likes
to do their own thing wearing AZU Brand.
You're an attorney by day, right? Was a career in
law something that you had always wanted to pursue?
It sort of developed. I originated in the
entertainment industry. I went to school for music and was working in the music
industry when I met an entertainment lawyer who was pretty influential in
determining my career path. I saw how versatile a law degree is and how many
doors it opens up. So I decided to pursue the law end of things and marry it to
the entertainment world.
How were you inspired to co-found AZU? Can you
tell me how the three of you came together?
The idea evolved out of the image of a
monkey at the keyboard doing our jobs, doing repetitive tasks, and then it just
started snowballing. If monkeys could do our jobs, what else could they
do? Steve [Bibby], a close friend of mine from college who works in sales, helped
us develop concepts and a strategy. Aaron [Henderson] has experience in launching new companies
and products and works on the business side of entertainment.
And how did you guys decide to split the
responsibility between yourselves?
It helps that the three of us have a different
set of focus areas. I come from the legal side of things, Steve handles sales,
and Aaron handles marketing and business development. We do a lot of
brainstorming and we bounce ideas off each other. The goal is to provide the
consumer with the best design on a great quality shirt to make something that
they will respond to. Right now, we're working off a master concept list
that we've created, and we do a group vote on what the best ideas are and what
twists we can add to make the design the best it can possibly be.
How did AZU go from an idea that you tossed
around in your mind to a fully fledged and legitimate t-shirt company?
We all sat down to talk over the idea and develop
a business plan. From there, we went to the drawing board with designs and had
some samples printed out. We did some focus groups to feel out what
people thought of the shirts, we did a charity event in November, and after
getting a lot of positive feedback, we decided to go full steam ahead. We came
up with a strategy to come to market, we started working with Chanel [Omari, who
is hosting the fashion event for Haiti relief on March 25th at Tenjune] who has been a delight, we developed
a website, and now we're participating in events. March 25th is really going to be the first launch event
that we're spearheading.
Was it difficult for you to mediate your creative
impulses and your career ambitions? Was AZU a tool in helping you bring
both worlds together?
AZU is a great hybrid between those two worlds of
creative and career. It's creative and exciting and we have a lot of fun
doing it, but it is a business, which means there are the day to day operations,
contracts, negotiations, etc.
Do you have a recipe for success?
There's not what we'd really call a "recipe." There's
nothing the three of us wouldn't do to help the team accomplish our
goals. We live by the idea that the best idea should win out, because you
never know where the next source of inspiration will come from. Cross
marketing and social media marketing alongside targeted promotional tools help
us increase brand awareness. The recipe for success to us might be the idea
that you just keep plugging, keep an open mind and if you put yourself out
there then good things will happen.
How are you using social media as a marketing
tool?
Facebook is so dominant now partly because it's a
great way to send out a lot of information to people. People tend to click
on a link a lot less reluctantly than they will take a shopping trip to check
out a brand that they haven't heard about. It's an easy and effective
tool to reach mass amounts of people. We have several celebrities and
people in the industry that are excited about our brand that will help blog and
twitter to help us get the word out. We plan to use these resources to
help us drive awareness of our events, new product, and promotions.
Social media is a great way to reach people that you might not ordinarily get a
chance to sit down and talk to.
What advice would you give to people aspiring to
launch their own apparel line?
Know your market. Know who you're trying to
reach. Who do you want to be wearing your apparel? And have something unique -
bring something new to the table. You don't need to pander or worry about
whether or not people are going to like your product. Make sure, first and
foremost, that you are excited about what you are doing. If it's something that
you're passionate about and truly believe in, then make it happen.
Are you planning on expanding the brand?
We're definitely dreaming big. We feel the AZU
brand and concept has broad appeal, so we hope this is just the beginning. We
are considering adding different animals into other lines with it all revolving
around being one big zoo. We'd like to expand out to hats, boxers, onesies,
dresses, sweatshirts, and then see about a personal favorite of mine - shoes.
We don't want AZU to be a short-lived trend or flash in the pan. But we
know we have to walk before we run, so check back with us in a year!
You guys launched in June 2009. How did the
economic crisis factor into your launch?
The economic crisis has obviously impacted a lot
of people's lives in our country and it makes it more difficult for small
businesses to start up and get capital. We've been fortunate to secure
funding so the crisis hasn't slowed us down like it might have. Our idea
has always been to start with the most affordable and basic element in the
fashion world- the t-shirt. While people have slowed down their spending
habits, at the end of the day you always need t-shirts and if you see one that
you really like, you're going to buy it. A shirt that puts a smile on your
face has value and a place in the market. We hope people will agree with
us on that.
What is your affiliation with PETA? And do you
have any thoughts on the near-obsessive use of fur in many of the presentations
seen at Mercedes-Benz Fashion Week?
AZU donates a portion of our profits to PETA. We
believe in their cause, and we're passionate about animal rights, so none of
our products will be using fur or anything like that. We respect designers
and we respect their visions. However we do not believe that animals need be
harmed in the process of articulating our creative visions.
What's next for AZU Brand?
We're very excited about this year as there's a
lot on the horizon for us. We're kicking off with the fashion show and Haiti
relief charity event at Tenjune on the 25th,
which we're really looking forward to. A lot of great people have come
together to make this happen and all for a good cause. After that
we'll be offering our designs through a variety of specialty stores, larger
chains, and exclusive designs available online. We're really excited about
all the opportunities and we'd like to thank Joonbug for helping spread the
word about AZU Brand.
Don't miss the
star-studded I Want Now fashion event at Tenjune on March 25th,
hosted by Adrienne Bailon and Joonbug.com. AZU Brand, along with Recession
Denim, Regine Basha, and many more, will be showcasing their talent for Haiti
relief, with all proceeds from the event going to Project Mediashare.