I believe in smart design.

Designing product, whether it be apparel or another range of goods, involves so many different factors that are all equally important in achieving the end goal; a great selling product that turns a profit. 

It all starts with the initial inspiration; though smart design goes further than answering the question of what looks good. When I get into the creative process, I gather what I call the W.H.F.T.

Who is the customer and what do they generally look for?

History of selling. What has sold well in the past and why?

Filter. Does the idea fit within the identity of the brand?

Target pricing. How can I achieve the best end product within the desired cost?

Once I have determined these, I let the ideas flow.  I enjoy learning about all aspects of the business, from production to sales and try to implement that knowledge into everything I do.