by Darcel Rockett
oubleStitch Wear is making people take a double look at the traditional craft of crochet. A big reason for that is because owners Erika and Monika Simmons (identical twin sisters) have taken the art to places slightly non-traditional, literally and figuratively. Instead of showing their work at just wholesale and retail shows, they’ve come up with alternative venues much more suitable to their wares.
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| Sisters Erika and Monika Simmons wear some of their unique crochet work. |
The Chicago-based fiber artists use crochet to create unique clothing — crocheted bikinis, T-shirts with crocheted sleeves, island dresses and jackets/shawls that have a twist (e.g. the multi-way shawl has a double zipper in it that allows one to wear it in more than 30 different ways).
“Most people who crochet hold their hand very tight when doing their work, but we hold our hands loosely so it creates a drape that doesn’t look like your typical crochet,” Monika says. “We’ve braided hair for 16 years,” says Erika, the eldest sister by one minute. “All that braiding gave us the dexterity we need to make at least three new pieces weekly.”
The duo learned their crochet skills in an after-school program in the fourth grade but in just three years time, their skill and versatility with a needle has skyrocketed them to fame within the industry thanks to venues like fashion shows, expos and commercial model shoots.
“We do fashion shows because a lot of the times people want to see your stuff on someone,” Monika adds. “Sure people can see your stuff hanging up, but sometimes it’s the presentation of your material that really sells the idea of it.”
Monika refers to a recent women’s expo in Chicago where they did fashion shows in previous years because they were not able to afford a vendor booth.
“By showing our work in a live show, it linked us directly to the powers that be for that expo. Even without a booth, people would come to us directly after the show wanting to buy clothes.”
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| A shawl made by DoubleStitch Wear. |
The 33-year-old entrepreneurs also go to festivals, antique markets and use commercial print modeling to exhibit their work, all of which are more than just your average trade and craft show. According to Monika, “As long as there is a venue with a good presentation that can help us, we’ll be there.”
To find out if a venue will have an audience that appreciates your wares and prices, ask questions, Monika says. If an event organizer offers no specifics on a show as to who’ll be there or offers too much information to the point where you feel like you’re helping plan the event, maybe that show should be avoided.
“A lot of people will tell you they want to help you, but then you show up for an event with 20 people in a church basement,” she adds. “Don’t be afraid to ask questions. Fear will hold you back” — as can a business sans publicist.
DoubleStitch works with a publicist who sifts through shows and events that are of importance. Having a publicist is something extra that will get an artist’s name out even if the artist is stuck in the house creating.
Marketing and professionalism will aid a fledgling company, too. In fact, it netted the sisters three celebrity customers in five months (singers like Patti Labelle, Common and Eve) and that’s without having to give their product away, according to Monika.
“We spent 10 years as commercial print models and picked up marketing skills when we were the Appletini twins on a seven-week promotional tour,” Monika says. “In taking poster boards everywhere and putting ‘pluggers’ out to the population for the manufacturer, we didn’t realize we were learning how to handle our future business.”
With their connections in the modeling industry, the sisters often can get models to wear their line in photo shoots for other products. Erika also does speaking engagements on entrepreneurship in the community — all of which aid in the placement, publicity and selling of their designs.
The results speak for themselves: Fashion Group International recognized DoubleStitch Wear at its 2005 annual seminar and DoubleStitch is already doing 25-30 fashion shows a year, as opposed to their original goal of two to three. Chicagoland stores like Mira Couture on Chicago’s Gold Coast and Mary & Martha’s Ladies Boutique in Carmel, Ind., carry their designs.
The fast growth of their clothing line doesn’t shock the sisters, considering their entrepreneurial spirit was evident when they were teens in the mall looking for clients for their hair braiding expertise.
| For More Information |
| Visit www.doublestitchwear.com or e-mail the Simmons sisters at doublestitchwear@aol.com. |
“We would go to the mall and walk around until we got the names and numbers of several people who were interested in our braids,” says Erika. “We follow a similar path now — always be prepared. We learned to have our information [available] before people ask for it, that’s a big part.”
The business partners operate from their boutique/apartment on Lake Michigan, but are creating a presence in New York, Los Angeles and Houston through word-of-mouth and via their online presence (the team does personal consultations, sends swatches and takes proportions on the Internet).
While reaching the 20-something to the older woman who prefers a sophisticated, yet racy look, the Simmons sisters are creating fashions that encompass both casual and red carpet environs. They offer something for all seasons from $50 hats to $110 scarves, and $450 jackets, sweaters, ponchos and dresses.
“We just hope we make it look cool enough to the next generation. There are better quality yarns out there nowadays which makes pieces look better, so the sky is the limit,” says Erika.
Darcel Rockett is a shopaholic who writes to pay for her habit ... unique jewelry, bags and clothes from artisans. She’s written for the Chicago Tribune Magazine, The Associated Press, and “TV Guide,” “Entertainment Weekly” and “Budget Travel” magazines.