Husband and wife Daniel Pepice and Brook DeLorme set out to create the Portland, Maine-based brand SEAWALL with one main concept in mind: limited production.
SEAWALL's New England-influenced products are made-to-order, manufactured in small quantities or crafted based on fabric availability. DeLorme, a Maine native who says she won't live elsewhere, explained on her website that the reasons behind this strategy can be hashed out from both the financial and marketing camps.
Clothing brands are damn pricey to launch - that much is clear. And, no pressure or anything, but once you're off the ground, you've gotta get that money back up. Quickly.
"To run a fashion business in the standard way...could require an investment of $300k - $500k in the first 18 months, with no income until month 19 or 20," DeLorme wrote. "To make that $300k...will require about $400k - $600k in sales during the first market."
Neither DeLorme nor Pepice wanted to participate in the rat race that is moving to New York City - just a five hour drive from Portland - and opening an enormous company with hundreds of employees churning out bunches of product.
The duo also realized that major brands - Chanel, Hermes - set their pieces apart by creating limited quantities that won't end up on the shelves of Ross and Marshall's at cost when they're past season.
SEAWALL's ethos to keep it small doesn't stop at the Technical Lowland Coat, a standout piece from the emerging brand's FW13 line. The all-over navy blue shell, yellow internal yoke, pocket flaps and taped seams give off northeast vibes, for sure, but with a hint of sport - just enough to take it out of the woods and onto the block.