Maggie Ward
John Ward’s new line, Maggie Ward, adds another dimension to what Angeleno designers do best: putting a new twist on classic casuals. In Ward’s case, this means sweat-pant and sweat-shirt shapes.
Ward’s concept for Maggie Ward crystallized when he took a pair of traditional sweat pants with elastic around the ankles and waistband—the kind of common sweat suit you can visualize Rocky Balboa wearing while running up those stairs—and cut it in luxe silk charmeuse. Using the silk “sweat pants” as a springboard, Ward fleshed out other “iconic shapes” in silk, leather and novelty Japanese knit fabrics. Styles include shrunken sweat shirts, elongated hoodie sweaters, T-shirts, leggings, a trenchcoat, a mechanic’s jumpsuit and an Italian “Commando” sweater, each of which undergoes up to seven samples to nail a perfect fit.
Ward conceived the line in 2007 as a “serious” knits line and relaunched it for Spring ’09 with its current direction. He expands the line for Fall by rendering these familiar, proven styles in interesting fabrics for seasonal newness.
“People don’t like things totally reinvented all the time. They find something they like and stick with that,” said Ward, who employs this philosophy in his own closet.
“I wear V-neck sweaters. I have, like, millions of them. It’s so boring, but that’s what I feel comfortable with. I think there’s an argument for that kind of development and attitude. We don’t want to be disposable, and we really want to develop shapes that are meaningful.”
Ward, who was a co-founder of Three Dots, knows how to create easy wardrobe staples; Three Dots offered core styles in a dizzying number of colors. Ward parted ways with Three Dots about four years ago and sold his stake in the company to co-founder Sharon Lebon.
“When a shape works, we try to really exploit it,” Ward said of Maggie Ward. For example, a riding pant is offered in Ponti knit rayon/nylon/Lycra, stretch leather and velvet.
Maggie Ward is currently sold at Intermix locations nationwide; Fred Segal Couture in Santa Monica, Calif.; Atmosphere in Los Angeles; and Showroom in Mill Valley, Calif.
Wholesale price points are $62 for viscose/Lycra long-underwear tights, $66 for cotton jacquard sweat pants, $68 for a dolman-sleeve dress and $74 for sueded silk sweat pants. For more information, call (213) 228-5800 or visit www.maggiewardco.com. —Rhea Cortado
