To kick off our PROJECT recap, I want to introduce you guys to a company from Toronto, Canada. Vitaly Design is a sexy men's accessory brand, and ladies they carry products for you too. Guys I have a feeling our friends from the North will soon be very popular in the States.
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Sexy right? The Toronto brand is still pretty new to the game. They just presented at their first trade show, which just so happened to be PROJECT New York. Williams was lucky to get an interview with Shane Foran, Designer and Founding Partner, post PROJECT New York. Shane Foran came up with the concept for Vitaly Designs, while traveling to a small village of Indonesia called Ubud. His collections ranges from tie bars, pendents, and rings all with a sexy combination of wood and metal. Williams wanted to find out the story behind the brand you guys should put on your radar.
Williams: It isn't everyday that you of a brand being born in a small village. Tell me about the artist community in Ubud?
Foran: There's something about Ubud that I can't really explain - it just seems to inspire people. You'll meet every brand of artist there and they're all constantly flowing with ideas. I don't consider myself overly 'spiritual', but there's no other way to explain the amazing place... It's pulsing with creative energy.
Williams: What inspired you enough there to jump into the Fashion industry?
Foran: What inspired me to begin designing was the abundance of creative energy and talent that I found when I arrived there. My friends laugh at me when I say it now, but I never really saw myself working in fashion. My story goes like this... I wanted a two-finger ring and knew someone there could probably make me one. After commissioning a bunch of talented woodworkers and silversmiths, and after spending weeks sourcing materials, I realized I'd though about nothing else and loved every second of it. When I posted about my design of Facebook, and friends started asking for pieces, I knew I was onto something.
Befor going to Ubud, I balanced 3 part-time jobs, a small business and a full-time University education. I was a workaholic... Not much has changed to be honest, but now I'm focused entirely on one thing and am probably about as happy as any person could be.
Williams: How did you come up with your first design?
Foran: I'd seen other two finger rings but nothing I really wanted to wear. The concept was there, so I decided to tweak it a bit for myself.
Williams: Where did you find the courage to follow your vision of Vitaly Designs?
Foran: The simple answer is my mom and friends. My friends have been incredibly supportive right from the start. My business partner, Jason Readman, jumped in very early on and like me, put in the last few dollars he had to his name. In the last four months, Jason has dedicated his time and has been involved in every single step we've taken.
My friends have been brand ambassadors, models, personal psychiatrists, photographers, editors, stylists, etc. I have a huge picture beside my desk right now that has our logo surrounded by about 25 personalized statements from my friends, all of which are more than motivational.
Williams: What surprised you when launching Vitaly Design?
Foran: The biggest thing that surprised me when I started Vitaly Design was how few men's accessory brands were out there. I just assumed this industry would be so saturated that there couldn't possibly be room for a newcomer like us.
I consider my brand androgynous, but I know that our retailers love the fact that we have something for men more than anything else. That's not to say that there aren't great men's accessory brands out there - I'm a huge M Cohen fan for example - but honestly, there aren't a ton of options, and I really think the market for men's accessories is exploding. Today's man wants to express himself.
Williams: The 'Friend' collection is a unique mix of woods and metals. How would you explain your product to readers who can't physically experience Vitaly Designs?
Foran: I think I'd describe my 'Friends' collection as a juxtaposition of industrial and organic. since I began Vitaly Design, I have and will continue to design products I want to wear. Somewhere along the line, I developed an affinity for things that combine wood and metal. Train tracks... bridges..old doors.
Williams: Your current collection is called 'Friends'. Why did you choose that as the name of the current collection?
Foran: As mentioned earlier, my friends are the reason Vitaly Design is a reality today. Without their continued support, I'd definitely have given up. I'm not sure if you noticed, but nearly every piece in the friends collection is named 'Friends', but in different languages. There are a few exceptions though such as 'Vitiello', which is the last name of our very close friend and photographer, Zach Vitiello.
Williams: You guys just presented your product for the first time at PROJECT: New York and later in August Las Vegas. What was your experience at PROJECT?
Foran: Project: New York was an incredible experience for us. We'd never even attended a tradeshow before it, so to go set up alongside many of our favorite brands in the middle of Soho was pretty surreal. I think beyond the success we had there, in terms of sales and exposure, and beyond the free swag, my favorite thing about the event was the sense of community there. Everyone seemed to share this amazing mutual respect and watned to help each other. We're really happy to be part of that community.
Williams: With a diverse collection of product, what is next for Vitaly?
Foran: We actually unveiled a chunk of new 'Clocks and Colours' collection at PROJECT NY, which shares the same DNA as the 'Friends' collection but replaces the wood with high grade black and white ceramic - we've also introduced pieces that combine the ceramic with rose gold. Since the day I started Vitaly Design, I had the idea to work with ceramic and spent over a year researching it. I'd seen the high-end ceramic watches and loved them, but thought it was strange that I couldn't find jewelry made from it. I'm beyond excited to announce that part of the collection will be available online and in select retailers across the world for Christmas.
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Social Club 19 would like to thank Shane Foran for taking time post PROJECT to share his brand story with us. I am telling you guys keep an eye out for this brand. Make sure you check Vitaly Design collection online to follow their journey.
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