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a makeover
TELFAR
Telfar is a brand that is so much more than simply a small label launched on social media two years ago, gaining popularity thanks to a bag's popularity on Instagram in 2019. Hidden behind its Liberian first name is Telfar Clemens, a New Yorker born in Queens. After spending a few years in Liberia and then Maryland, he returned to New York to attend a business studies course at Pace University. With a passion for fashion and unable to find clothing that appealed to him, he quickly started to design everyday wear for himself. In 2005, he launched his self-titled label. "Not for you", was the slogan. "For everyone". A concept he has been demonstrating, (with great success) since its inception. His style? Genderless. His price range? Affordable. In 2013, Babak Radboy joined the adventure, an experienced Creative Director who worked in advertising and was co-founder of Shanzai Biennale. In 2017, he won the prestigious CFDA/Vogue Fashion Fund. The key to success? Global exposure and $400,000 in funding, significantly helping him develop his business.
More than simply clothing and accessories, Telfar Clemens reflects himself through his work. From the outset, he casted models from diverse backgrounds and from 2012, even foresaw the early stages of the "see now, buy now" concept. Committed to enabling everyone to express themselves through his designs, he also addressed American social issues head-on. What's more, when he signed the capsule collection partnership with fast food chain White Castle, it wasn't simply about selling merchandise. He redesigned the staff uniforms (more than 30,000 units) and donated the profits to a charity that ensured minors imprisoned at Rikers Island Prison to have access to proper legal defence and receive a decent trial. How to change the world could well become a matter for fashion.
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