Mike & Chris: Taking Hoodies Upscale
A simple concept has turned into a huge success for husband-and-wife design duo Mike Gonzalez and Christine Park-Gonzalez. The couple launched their collection of innovative hoodies last Spring for Fall II/Holiday ’05 after stumbling onto the idea by default. Gonzalez said they started out with a test collection that ended up not working out except for one hoodie. Inspiration struck and the Mike & Chris fashion-forward line of urban-inspired hoodies was born. The line took off from there.
“We were blindly doing it, trying to see what we could make of the whole thing. Our expectations at the beginning were really small, but we ended up quadrupling our high goal,” said former fashion photographer Gonzalez. The line was first picked up by Lily Simone in Los Angeles’ up-and-coming Eagle Rock neighborhood, followed by Ron Herman and American Rag in Los Angeles.
Original sales were projected at $50,000 but quadrupled to more than $200,000 entering the Holiday market. For Spring ’06, Gonzalez estimates sales of $350,000–$400,000. For Fall, boutiques such as Big Drop in New York and Harvey Nichols in Hong Kong are carrying the line. The biggest challenge at the moment for the duo, who say they are still learning the ropes, seems to be keeping up with production and the fast growth of the company.
The line merges Mike’s Los Angeles background and Christine’s New York roots with inspiration from clothes they wore growing up in the 1970s and ’80s. “The way I see hoodies is that it’s like a staple in everyone’s closet, in a sense. It’s part of the urban uniform. Everyone has hoodies,” Gonzalez said. “We wanted to create something that you could do whatever you want to with. You can put it on with a wife beater, flip-flops and a pair of jeans and you don’t have to think about it. You can grab it and go. And you don’t feel disheveled as with a generic hoodie.”
The line is the epitome of casual chic with pieces that are feminine yet have a hint of tailored masculinity with a downtown feel. For Spring, the line has evolved from the original six cuts into 20 cuts, including cropped, shortsleeve and belted trench-style hoodies and jumpsuits in short, midcalf and full-length varieties. Slouchy distressed-leather utilitarian- style shoulder bags and backpacks made with antique brass hardware have been added to complement the line.
All of the clothing incorporates Mike & Chris’ signature details, such as shirring, gold eyelets, a center back seam and oversized buttons. The hoodies are constructed from fleece and lambskin aged and hand distressed for a vintage look. For Spring, the designers experimented with linings made of net and Indonesian and African prints. Styles are offered in a muted palette of jade, coral, stone, heather gray, olive, cognac, espresso and black. Wholesale price points are $50–$68 for fleece hoodies; $250–$450 for suede and leather hoodies; $110–$130 for shortsuits and jumpsuits; and $210–$550 for hobo bags, messenger bags and backpacks.
Even though the line has expanded, Gonzalez insists on maintaining the focus of their hoodie-line foundation. “I like the idea of specializing in one thing,” Gonzalez said. “We don’t want to stray away too far from our original concept of being a hoodie line.” In the future, Gonzalez said they plan to experiment with different materials, such as canvas and twill. They also plan to introduce a small, concise men’s line for Fall ’06.
For more information, contact the EM Productions showroom in the Cooper Design Space, suite 216, at (213) 614-9292.
—N. Jayne Seward
