In talks with Theygen.com founder
By FashionUnited
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THEYGEN.COM is an online transaction platform and showroom providing with great visibility to designers and giving fashionistas the chance to scout, support and empower unique and promising talent at the touch of a button.
The idea came about when my partner (we actually had no background in fashion and art, rather a varied expertise of business, banking and branding) started to develop creative interests on the side of our main careers mainly in art and design - If for graduates it is always difficult to stand out from the crowd and get into the job position they would love to, wouldn’t it be harder for graduates in the Arts to make a living of their passion? It first came to us to focus on designer pieces in general, but Fab was just popping out or accessories, but Boticca was emerging at the time. We knew it was not going to be easy but we were decided to give the chance to a broader range of highly skilled pioneers in footwear design (who haven’t had the chance to attend Cordwainers or intern at a big design house) to blossom and to be heard.
How do you see the footwear industry as changing right now?
I would say that, even though fashion is a business that has been undergoing changes as tech has been influencing the industry over the past few years, it is still a market guided by tradition and not quite prepared yet for full disruption. That said, I do believe that there is room for embracing a social buying experience and trying out new ideas.
With online start ups currently saturating the fashion industry, how are you aiming to stay niche?
We didn’t want users to be browsing in another crowded marketplace, but in a curated showroom to be inspired by and with limited up-and-coming labels to purchase from, at the same time as providing with way more exposure to the pioneers than other tech fashion startups around.
As two Spaniards living in London, how do you think international markets compare to the UK?
Well, I have to say that London is a hot spot for any fashion business and over the last few months it’s becoming the place to be for media, advertising and fashion tech startups, somehow starting to compete with NYC.
From the fashion perspective, I would say that London is the most avant-garde fashion showcase in Europe, and probably in the entire world. Where in the Italian or the French markets consumers show a clear preference for the more classic and luxury styles, in the UK they are fearless and don’t hesitate to invest in great edgy pieces. On the other side, even though I hate to generalise, Spaniards are less daring and fashion-conscious than British.
And who is your target audience?
Working professionals with an interest in fashion, who are demanding about quality and finishing touches; and fashionistas with a soft spot for shoes and aiming to be the first to discover up-and-coming talent, as well as to support a great story behind the piece.
How are you aiming to keep moving it forward?
We are fully aware that, as of right now, the most critical factor for us is to get the word out. Going forward, we are going to put great part of our efforts into promotion and building relationships with press and fashion bloggers. Whilst THE SHOP section was launched in the UK in early December 2012, focusing on emerging women’s footwear labels and bespoke shoemakers in Europe, however plans for this year are to expand to other European countries and the USA, as well as to attract designers from overseas.
Where would you like to be in 5 years time?
In 5 years time I would love to see THEYGEN as the springboard for pioneers in footwear design worldwide, have contributed to young designers’ success, have encouraged a few fashion students to jump into the shoe design industry and have inspired the fashion crowd with the creations of all kind of pioneers.