Fashion Chat: Nixxi

Nixxi Autumn Winter 2010

A great t-shirt should be the easiest garment to find, but it’s not, so I always take notice when I find a good one. Nixxi is a brand that does great t-shirts, and I decided to interview the founder and designer, Jada-Lee, for my next Fashion Chat.

Here’s the deal with the Fashion Chat interviews: they are done on Skype or Gmail using the chat function. I do edit them down a bit, but try and keep the general flow of the conversation. And I definitely sort out the spelling mistakes, since I am guilty of very bad writing when I’m chatting and typing very quickly.

Nixxi Spring Summer 2010

Here’s a bit about the brand:

“Created by Jada-Lee Watson, Nixxi is a women’s wear company that produces classics with a twist. The line is edgy and textural, with an emphasis on great fit. Nixxi was founded in 2007 and has quickly expanded across North America. Every garment is designed and produced in Canada, with an emphasis on high quality sustainable fabrics.”

What was interesting about this interview was that there were moments when it was noticeable that Jada hadn’t had any formal fashion training. Sometimes I think that the people who don’t know the industry are most likely to succeed, because they have no idea what they are getting themselves into. Most fashion industry people are too jaded or tired to start their own thing, and I think you need a lot energy and naivety going into something like that because it is very tough, and will be a lot of hard work. It is always nice to hear of a success story.

Nixxi Spring Summer 2010

Alexandra Suhner Isenberg: Tell us a bit about yourself and your background, and how you got started on Nixxi?

Jada-lee Watson: I started sewing clothes in my living room with a friend to sell at the local market. We started a line together, which we did for about 3 years, and then I started Nixxi independently in 2007.

ASI: So you didn’t have any formal fashion training?

JLW: No, everything has been learned along the way. I originally took existing pieces of clothing and altered them, and also learned how clothing is put together by taking them apart.

ASI: Nixxi is produced locally and made from organic fabrics, right? What are the main challenges in producing eco or ethical fashion?

JLW: Yes, Nixxi is produced locally with fabrics made from organic, sustainable, and natural fibres. I think the main challenge has been sourcing, but that is changing now, it’s getting easier. I wish there was more access to fabric trade shows in our area, I dream of going to one where there are new kinds of fabrics being shown that I may not be able to learn about through sourcing online. This is where I find a lot of my inspiration, from the fabrics. I am not sure which sourcing shows there are by name, but I often come across them online, I’ve seen a few that sound quite exciting and there seems to be more shows focusing on sustainable sourcing.

Nixxi Autumn Winter 2010

ASI: Who is the Nixxi customer? Tell us a bit about her.

JLW: That is a difficult one to pin down, because when I design, I try to consider every woman. I design styles that are versatile, that can be worn for many different occasions, casual to dressy, and it’s important to be able to easily express personal style through accessorizing the simplicity in the cuts that are Nixxi.

ASI: You live on Salt Spring Island. What are the benefits of working in a rural area? The disadvantages?

JLW: I am not too much of a city girl. I love the quiet here, being surrounded by nature. We live on 5 acres of trees and meadow, which we share with deer, owls, ducks, and lots of chirping birds and frogs.

Disadvantages…I was going to say sourcing again, but it’s not too much of a disadvantage, just a bit more effort. I have to travel to do this, but I combine my city trips with checking in on my production and usually attending an event too.

Nixxi Spring Summer 2010

ASI: How have you marketed Nixxi over the past few years? Have you been using a lot of social media? Do you have a blog or a Twitter account?

JLW: I use my website as my main marketing tool and I also work with a PR rep who connects with both print and online publications. I just recently opened a twitter account, which I’ve found to be an amazing way to network and connect with people in the fashion community. (Twitter name: _Nixxi_)

ASI: A lot of people aren’t willing to pay more for a product that is eco or ethically friendly, especially in a day and age where cheap fashion is much more accessible, and people are consuming more fashion products than ever. It is easy now to stay on top of all the trends, because you can go to brands like Joe Fresh and H&M and get the latest, trendiest fashions at a very low price. What would you say to these people? Where is fast fashion industry headed? Can we continue to consume like this?

JLW: I think that there is more and more awareness now on how and where products are being made, what the working conditions are like, is the product toxic to the earth and to the people making it… It can be overwhelming when you think about the whole picture. But I think if we all make small changes everyday in where and how we spend our money, what companies we decide to support, choosing the more sustainable or organic options, eventually it will become a whole lifestyle change. As far as fast, low priced trendy fashions go, if we as consumers change our buying patterns, then there won’t be a market for this anymore.

ASI: You’ve got an impressive stockist list and it is growing. What are your plans for the next few years?

JLW: Slow and steady growth is what I see for Nixxi, to have the time to pay attention to the quality and details as the line grows. I have some exciting collaborations that I’m working with now, and would also like to introduce accessories over the next few seasons. I am also working on a girl’s line, a sister line to Nixxi, to be launched later this year.

ASI: What other brands do you feel are successfully creating a fashion forward yet ethically friendly fashion product? Who else should we be checking out?

JLW: There are so many beautiful, conscientiously designed lines that have a modern and progressive aesthetic. One that comes to mind is Heartfelt. I saw her collection at a show we were both exhibiting at last fall and was deeply inspired by the textural detailing in her work. www.heartfeltartistry.com.

Nixxi Spring Summer 2010

Nixxi can be bought at these retailers, and online. Body Politic on 12th and Main in Vancouver has a great selection.

Read other Fashion Chat posts:

Fashion Chat: Mandana Towhidy

Fashion Chat: Bon Bon Bodywear