ShopFlick

Suburban Riot

Nate Koach

SF: What does your brand stand for?

NK: Endless fun in an otherwise serious world. Organic contemporary-casual for the progressively minded. It’s about putting juxtaposed ideas together to create a fun, topical and mindfully irreverent life.

SF: What is the inspiration?

NK: Eco friendly casual premium apparel that doesn’t scream green, and retails at a mid price point. We’re inspired by those who lead a progressive lifestyle, and know how take neither themselves, nor their fashion too seriously.

SF: Who are your customers?

NK: Boutiques across the country. Bloomingdales. People who purchase from us know how to have fun with their wardrobe without being too clownish.

SF: What’s new this season?

NK: Men & Women’s Organic tees, women’s asymmetrical v-neck tees, men’s and women’s organic lightweight pullovers.

SF: What items are people responding to most?

NK: Our tees. It’s our bread and butter. I have about 50 of them in my closet… And about 6 pairs of trousers. I think most folks (guys anyway), can roll with a whole closet full of tops and just a few good pairs of pants.

SF: Are any celebs wearing your pieces?

NK: The cast of It’s Always Sunny in Philadelphia.

SF: How did you get started in the industry?

NK: We thought long and hard about what industry we had the smallest chance of success, the most competition and the ficklest audience. Answer: fashion. Result: we quit our stable high paying jobs, and went to battle for the hearts and minds of the “cool” crowd.

SF: What is your must-have item?

NK: Windstorm tee. Available for women by holiday ‘08. I would also say add a circa 1968 pair of Boca Raton inspired holiday trousers, but we don’t make those yet.

SF: What are you wearing right now?

NK: We wear our tees everyday. I’m wearing one of our first tees because it’s worn in and has some radical stains on it. Given that we’re both male, we only wear the dresses when we’re heading out to the ultimate silverlake hipster parties and we want to make sure we’re keeping it edgy enough.

SF: Is there anything else you would like to share with the Shopflick community?

NK: If you’re looking for high fashion, don’t come knocking on our door. We are not Karl Lagerfeld minions, we don’t watch Project Runway, and we don’t care about what Gala we’re “seen” at. What folks need for today’s varied fashion trends is a way to create balance for their ensemble. Our pieces offer balance without demanding too much attention.