contents

05 VIVA LA VINTAGEMelissa Ferriera of Adhesif clothing reworks old into new

11 FIGHT NIGHTwhen hipster & glam collide

19 DRESSES IN THE RAIN starting a business... fashion entrepreneurship

can be a challenge

24 JASON MATLO... IT’S A CIRCUSa look at this vibrant designer & his crazy

ride in the fashion world

32 LITTLE REDa classic fairytale with a modern fashion twist

SPECIAL EDIT ION FASHION ISSUE FALL / WINTER 2009

FOR A ‘WHERE-TO-BUY GUIDE’ OF ALL FEATURED ITEMS IN THIS ISSUE

VISIT REACHMAG.CA

ON THE COVERPHOTOGRAPHER Mike Chatwin

STYLIST Paulo Vallejo HAIR & MAKEUP Marlayna Pincott

MANICURIST Marlayna PincottPHOTOGRAPHER’S ASSISTANT Ami Sanyal

MODEL Camille for Lexington ModelsDESIGNER Jason Matlo

Clothes by Jason MatloJewelry by Dyrberg/Kern, Vancouver

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Editors  NoteWelcome to Reach Magazine’s special edition fashion issue. We are proud of what we have created in this issue, and I hope you all enjoy

of all thank Mike Chatwin and Tawnya Busch - this issue would not exist without their vision and dedicated work. Special thanks goes out to Black Sunrise Pictures, Inner Ring Masters, designers, stylists, models, and the Reach Magazine production team.

I’m sure you are wondering why we decided to dedicate a whole issue to fashion entrepreneurs. The fashion industry in my opinion is very different when compared to other entrepreneurial industries. Fashion is a business that considers a whole range of factors that other industries don’t have to deal with – a notion that peaked my interest when talking to differentfashion designers. Factors such as trends, public opinion, seasons, budget,size, sex, and even race are factors that are not taken for granted by designers.

With this in mind, we carefully selected designers that incorporate the

photo shoots, and we are very proud of them all. We hope you enjoy this special edition issue of Reach Magazine – and look forward to our fall issue of Reach Magazine which comes out in September.

We thank you for your dedicated support.

Love

Dammy Ogunseitan

Tired of the lackluster fashion scene in Calgary, this fashionista took to the internet to start Calgary Fashion, a blog that features interviews, photography, fashion show coverage and model news among the fashion elite. Starting up in 2007, the site’s popularity has skyrocketed and gets over 1000 hits a week, making it the fashion portal for the city itself. Visit their website to get a backstage look at Calgary’s fashion scene with Jev’s team of 10 fashion bloggers.

A master of luminous proportions, this image artisan creates photographs that are both engaging and avant garde. Dedicated to portraying his subjects with an original and creative approach, Sanyal works the wedding, headshot, commercial imagery or fashion photography circuit, living up to his motto, “Creative, versatile and professional.”

Getting her start by helping out fashion show producer/stylist aunt and photographer uncle, this makeup virtuoso has been painting faces since 2002. Since graduating from Blanche Mcdonald, Pincott has worked with notable photographers such as Greg Gorman, Chris Haylett, Pooya Nabei and Gregory Crow and has kicked open the door to the fashion industry, working with noteworthy mags, Zink Magazine, Vancouver View and our very own REACH Magazine.

Possessing a love for clothing like the rest of us, Paulo Vallejo decided to take his passion

online company Coquette Couture 1827. Since then, Vallejo has dabbled in the fashion and advertising sectors working with String Magazine, and Vancouver’s Edgewater Casino. To check out his styling genius turn to page 24 where Vallejo dressed our Matlo-clad models. He is also responisble for the Adhesif spread on page 5. Twitter @istyleu

developed Dipt in 2000 - a fashion boutique that strives to stray from the typically dark and uninviting hip-hop store market. While catering to the hip hop scene, Dipt also reels in any consumer looking for innovative and exciting clothing, causing the store to have become a notable hip hop and streetwear clothing retail outlet not only in Canada but worldwide. Visit them online or 819 Hornby St in Vancouver.

A gemologist / jewelry designer turned stay at home mom, Catherine Trueman underwent yet another transformation a year and a half ago, this time into home business guru

the incredible product line, marketing materials, and the opportunity to win free jewelry,

possibility for stylists to make near to $100,000 in the next three years with the company, we might just call Trueman a genius as well. Visit www.stelladot.com/ctrueman or tweet at www.twitter.com/cmtrueman

Inspired by the likes of Martin Scorsese and Stanley Kubrick, Louvens Remy took his

that specializes in commercials, web ads, documentaries, television, and music videos. With a star-studded list of past employers including Bif Naked, Kevin Fitzgerald and Mr. Celine Dion, Rene Angelil, it seems as though Remy is already on his way to joining the

www.reachmag.ca or visit www.blacksunrisepictures.com

Kim Lee JevCALGARY FASHION

www.calgary-fashion.blogspot.com

Ami SanyalAMI SANYAL PHOTOGRAPHY

www.amisanyal.com

Marlayna PincottVANCOUVERITE MAKEUP ARTIST

marlaynapincott@gmail.com

Paulo VallejoFASHION STYLIST

www.istyleu.blogspot.com

Jeff MartinDIPT

www.dipt.wordpress.com

Catherine TruemanDIRECTOR WITH STELLA & DOT

www.stelladot.com/ctrueman

Louvens RemyBLACK SUNRISE PICTURESwww.blacksunrisepictures.com

At REACH we are constantly looking for new ideas and people to contribute not only to our magazine, but to our website. Our doors are always open to bloggers, photographers, writers and anyone else that has a bright idea. Find us online at www.reachmag.ca

reachmag.ca03

EDITOR-IN-CHIEF  Dammy Ogunseitan

CONTRIBUTERS   STYLISTS   Paulo Vallejo Alleeneda Thammavong Leanne Trigg   HAIR  &  MAKEUP Marlayna Pincott Atefeh Shojaie Heather Jansen   EDITORS Dex Texier Melissa Welsh FASHION  ADVISOR Tawnya Busch CORRESPONDENTS Paulo Vallejo Leanne Trigg Melissa Welsh   PHOTOGRAPHER Mike Chatwin   THE  BUZZ Melissa Welsh

PARTICIPANTS

  MODELS Lexington Models   CIRCUS  PERFORMERS Inner Ring Circus   COSTUMES   Carol’s Costume Corner   VIDEO Black Sunrise Pictures    REACH  MASCOT Canon Chatwin

PRODUCTION

  DESIGNERS Jelyssa Madrid Mike Chatwin   WEB  EDITOR Mike Chatwin   PUBLISHER Paragon Ideas Group

HOW  TO  CONTACT  US

  MORE  INFORMATION   reach@reachmag.ca   LEARN  MORE  ABOUT  US   www.reachmag.ca   TWITTER   ReachMagazine

  CHIEF  PHOTOGRAPHER Mike Chatwin    CREATIVE  DIRECTOR

  CHIEF  OPERATING  OFFICER Sharlene Mendiola   GRAPHIC  DESIGNER   Jelyssa Madrid   EDITORIAL  INTERN Melissa Welsh PHOTOGRAPHER’S  ASSISTANT Ami Sanyal

In an old warehouse in East Vancouver resides a master artisan who specializes in reworked vintage fashions. What once were old T-shirts, jackets, jeans and sweaters, Melissa Ferriera of Adhesif Clothing turns into “new” one-of-a-kind pieces.

with second hand clothing started at an early age. Growing up with not very much, Melissa’s family frequented thrift shops to clothe themselves. At a young age, Melissa started teaching herself how to sew and has been experimenting with textiles ever since. Twenty plus years later, Melissa went back to her roots by working as a buyer for True Value Vintage. She scoured warehouses in the Lower Mainland and abroad

doing so, she noticed there was a lot of interest in using

recycled material and set out to create her own clothing label in 2007. Today, Adhesif Clothing is available in 14 stores across Canada. For Melissa Ferreira, success is a combination of inspiration, passion, and action. She says, “Adhesif Clothing continues to be driven by my waste not, want not attitude. My desire is to produce original pieces from recycled materials that are wearable but are also eco-friendly. I want my customers to look good and feel good knowing that they’ve made a positive impact on the environment.” In the fashion world, it seems behind every successful designer there’s a right-hand person who enables and guides the artist to create a viable business. Marc Jacobs has Michael Duffy. Yves Saint Laurent had Pierre Bergé. Valentino has Giancarlo Giammetti. While Melissa waits

for her Duffe, Berge or Giammetti, she continues to remain

to work with a set of goals to accomplish. When I leave work I feel complete knowing that I’ve done my very best that day,” shares Melissa. Her advice to entrepreneurs: “Be realistic about your goals. Achieve them daily. Have a sense of balance. Take risks, be creative and be innovative.” This month’s issue of REACH showcases pieces from Adhesif’s FW 2009 collection. According to Melissa the collection was her take on “What an equestrian socialite would wear to a tea party in the 1950s. In fact, all of the pieces are named after thoroughbreds.” And for the guy? “He’s a lumberjack equestrian who went to the tea party,” she says this with a big smile on her face. The denim pieces are part of her Rags to Riches

PHOTOGRAPHER Mike Chatwin STYLIST Paulo Vallejo

HAIR & MAKEUP Heather JansenMODELS Lexington Models

ON CECILIA BASCULE

BLAZER; PAINT PILLBOX HAT;

SCORPION EARRINGS -

DESIGN AND CONQUER

collection. Designed and produced out of pure boredom, the edgy and eccentric pieces play with colors, shapes, and textiles. Made from hand dyed, hand stitched vintage Levis denim jeans, the pieces (like the people who buy them) have an attitude and personality of their own. Sounds very Vivienne Westwood? That’s because Vivienne is one

unusual elements of style made use of historical 17th and 18th century cloth cutting principles, and reinterpreting these in radical pieces worn by bands like the Sex Pistols. Outside of the entrepreneur and designer character Melissa plays, she is someone with a great sense of humor. Alongside a sensitive soul, she also has an inquisitive mind that questions the world around us. She communicates through art with vintage clothing as her

what keeps you up at night? For Melissa “Its knowing that tomorrow I get to create the idea that I thought about the night before.” Spoken like a true artist.

Paulo Vallejo is a Vancouver-based Style Artist who is a true master of his craft. His knowledge of fashion is driven by his personal style and creativity. His work graces various print media in fashion and advertising. He’s also a freelance writer who pens on topics around personal style and the latest fashion trends across the globe. He

create their unique style, and shop for the right pieces to complement their existing wardrobe. He can be found on istyleu.blogspot.com and istylephoto.blogspot.com. Follow him on Twitter @istyleu.

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ON CECILIA RE-ROCKED DENIM VEST; RE-ROCKED

DENIM SKIRTON MASSENI RE-ROCKED DENIM VEST; RE-ROCKED

DENIM CAPRION CODY

VARSITY VEST

ON CECILIABASCULE BLAZER; PAINT PILLBOX HAT; SCORPION EARRINGS - DESIGN AND CONQUERON MASSENIRE-ROCKED DENIM DRESS SKIRTON CODY VARSITY VEST; VADER NECKLACE - DESIGN AND CONQUER

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ON CECILA BARB

BABY DOLL SWEATER;

MITOSIS EARRINGS -

DESIGN AND CONQUER

ON MASSENI BRETON

BLOUSE, VALVE EARRINGS -

DESIGN AND CONQUERON CODY

HUNTER MENS JACKET

ALL JEWELRY: MORGAN

MALLETT DESIGN + CONQUER JEWELLERY

CONQUERJEWELLERY.COM

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Born in The Gambia and raised in England, Vancouver-based model and actor Yusuf Njie is in the middle of a controversy. Obtaining three years of experience in kick boxing

doing it.

ABOUT THE WRITER

Born in Vancouver and raised on Vancouver Island, Leanne starting writing after moving to San Francisco last year. Also being a hair stylist and fashion stylist, this is the industry that inspires her to share her views and opinions. She is now back in Vancouver, expressing her love for writing and fashion in every way possible. You can find Leanne Trigg at www.dripbook.com/leannetrigg or on Twitter @letrigg.

PHOTOGRAPHER Mike Chatwin STYLIST LeanneTrigg HAIR & MAKEUP Marlayna Pincott PHOTOGRAPHER’S ASSISTANT Ami Sanyal MODELS Lexington Models

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The hipster girls, they’re cool and they know it. They dress like they don’t care with a result that is undeniably chic. Naturally throwing pieces together to build the perfect look, they stand out.

Kim Anh Sanieyan, creative director of Vancouver-based label Noir Bonbon, knows what’s in demand. Providing you with effortless fashion, Noir Bonbon is the perfect balance between two opposites. These well-made designs are to be defined as “Sweet clothing with an edge.” Her pieces are for a girl with no definite style, making an ideal choice for the relentless fashionista. Noir Bonbon gives you something to be hip about, no matter who you are.

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The glamorous girls, they are everywhere. They have full, perfectly waved hair. Their make-up is pristine. They’re wearing that designer dress that you saw in the window, but thought you couldn’t pull it off.

Vancouver’s own Carlie Wong, knew she wanted to be a designer at the age of 11. Her line stems from whatever she is into at the moment, producing collections that almost read as the story board to her life. She creates pieces for a strong and confident woman, who is not afraid to make a statement. By trusting her instinct in everything she designs, this proves that her intuition is nothing short of perfection. She provides the glamorous girls with exactly what they’re looking for.

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Now more than ever you are surrounded with people possessing a different fashion sense. This is what makes the world interesting, and differentiates one personality from the next. Both styles will remain ever-evolving and will never

quit; neither one will win. Which side of fashion are you on?

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PHOTOGRAPHER Mike Chatwin STYLIST Alleeneda Thammavong HAIR & MAKEUP Marlayna Pincott & Atefeh Shojaie PHOTOGRAPHER’S ASSISTANT Ami Sanyal MODELS Lexington Models

ON CHANTELLE DRESS - JC STUDIO BELTS - ARMY AND NAVY SHOES - BCBG, STYLIST OWN RING AND EARRINGS BY BUENO STYLE WILFRED STOCKINGS

ON PAMELA DRESS - JC STUDIO; SHOES - STYLIST OWN; NECKLACE BY BUENO STYLE ON AMRIT DRESS - JC STUDIO; SHOES - STYLIST OWN; NECKLACE BY BUENO STYLE

intensely devastating. Rewards and notoriety don’t come without hard work, creativity and innovation. You need to have the skills and drive to make your dreams a reality. Examples of this are Shanda Jerrett, Rozemerie Cuevas, and Christi York three fashion entrepreneurs that have proven they have what it takes to gain success in the city.Canadian-born Rozemerie Cuevas has learned what is necessary to run her own label in the 20 years she has been operating. The label, Jaqueline Conoir, is named in tribute to Rozemerie’s mother. The name choice is admirable as the label itself showcases strength, femininity and classic tailoring. Rozemerie’s designs cater to young professionals who desire beautiful pieces. Despite the challenges of entrepreneurship, Rozemerie is not even close to slowing down the sophistication she brings to Vancouverites. The unique shopping experience Cuevas offers has many loyal clients coming back; a day representative of the rich and famous, with wardrobe and personal shoppers to attend to each client’s needs. The day will feel like lifestyles of the rich and famous with wardrobe and personal shoppers to attend to each client’s

Jaqueline Conoir as a favorite classic Canadian label.A true believer in recycling and supporting locally-owned designers and businesses in Vancouver, Christi York is another Canadian fashion entrepreneur who is making the cut. Coming from a strong background in graphic design, York used recycled, vintage and eco-conscious materials

Style in 2007. The jewelry in this line was made up of vintage discontinued glass beads and brass

pieces of Bueno Style a limited-edition and one-of-a kind. Her second line OAK was launched shortly a year later in 2008 with the focus being to create unique and original peices. York is also the founder and organizer at the Green Christmas Sustainable Gift Market, an initiative that focuses on stylist sustainable gifts. York’s involvement in the community and Vancouver talent shows how she gives back to the community. Each designer has all come a long way with themselves and their businesses. With each of them looking forward to what the future holds, there is no doubt that each and every one of them will continue to make strides.

Born and raised in Vancouver, Alleeneda Thammavong attended John Casablanca’s art institute achieving a diploma in fashion merchandising. Alleeneda has worked on various photo shoots, fashion shows, and print ads. She specializes in personal styling, fashion editorial and commercial print.

W ith Vancouver housing so many well known stores and labels, fashion entrepreneurship can be an exciting but worrisome challenge. When you work for yourself, failure can be

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ON ROZA DRESS - JC STUDIO BELT - ARMY AND NAVY SHOES - STYLIST OWN RING AND EARRINGS BY BUENO STYLE

“it takes10to build a brand ,

ESPECIALLY incanada

Photographer Mike Chatwin Styling Paulo Vallejo Hair & Makeup Marlayna Pincott & Atefeh Shojaie Photographer’s Assistant Ami Sanyal Models Lexington Models

“

years The door opens and he appears. Decked out in bright pink skinny jeans and a black V-neck, Jason Matlo extends his leather-clad hand for a friendly shake. Eyes twinkling, he smiles and leads us into his trendy Yaletown studio. The space seems alarmingly serene, with its

white and grey chaise lounge furniture, white porcelain

activity that Matlo later references to. But in the corner, an immaculately-made bed rests, a hint to many sleepless nights.In the fashion game now for just over a decade, Jason

designers with his ready-to-wear, his bridal gowns and most recently his Babe collection of cocktail dresses. You might even recognize him as the winner from one

Making it Big; a series that ran on both Life and Oxygen television networks.

even heart-breaking.

you could ever imagine,” Matlo said emphatically of the fashion world.“My view of everything, especially within the last year has changed...because if you haven’t got a couple million dollars of investment money, I wouldn’t even pour into it,” Matlo added perched on the edge of his seat, speaking

MODEL: CAMILLEPERFORMER: CLETUS

Matlo stated how he was working at Vancouver’s Helen Lefeaux Fashion Design School as an art director when he

Making it Big competition in 2004. Originally thinking that the letter of interest was directed towards student designers, he left the offer untouched until the producers called him up personally to ask what his reservations were.

was consequently whisked away to Toronto, put in an

sinister loan shark. Fortunately, Matlo was only required, along with his fellow competitors, to make a cock-tail dress in under two hours.He won the show, the prize being a six-month internship with Cynthia Steffe in New York, along with the possibility of showcasing one of his collections in the Saks Fifth Avenue window during fashion week.One might have imagined, just as the aspiring designer

it would still be years until his clothing would gain the appropriate recognition.“It takes 10 years to build a brand, especially in Canada, before anyone will even consider purchasing your line and putting it in the stores,” Matlo said. Matlo was greatly disappointed when this supposed kismet awarded him with an internship where he was left picking

working with the business team of Cynthia Steffe; an opportunity that Matlo thought would add the missing link to his own collection. He was promptly shown the door.

together a collection for BC Fashion Week and received an enormous and inspiring response.“I had just won this national reality-TV series and the show previewed a week before the show,” Matlo said, explaining how a usually quiet late afternoon runway show turned into a hooting escapade with viewers practically hanging from the rafters in support of this Canadian TV personality. And the response didn’t go unnoticed. Shortly after, both Saks Fifth Avenue and Holt Renfrew called Matlo asking to see what he was working on. Matlo and his team prepared to jet off to New York, stopping in Toronto on the way. While Holt Renfrew had failed to set up a meeting with an actual buyer and with Saks Fifth Avenue offering their praise but maintaining slight reservations, Matlo again ventured back to Vancouver, to start on a collection to submit to L’Oreal Fashion Week to build more brand

with BC Fashion Week.The hard work paid off, with ABC’s stylist for All My

Children approaching the designer to dress some of day-time TV’s most recognizable veterans, such as Susan Lucci. Getting his foot in the door to the dressing room of celebrity interest, Matlo has since dressed Corner Gas’

Gabrielle Miller, Greys Anatomy’s Sara Ramirez and even, actor turned songstress, Hillary Duff. It isn’t hard to see why. Appealing to the sophisticated

favorite of many Canadian women, mainly due to Matlo’s

innovative your design is, if you don’t make a woman’s body look beautiful, you will not sell clothing.’ “ And it seems as though that conscientious construction has interest peaking in Matlo’s most recent endeavor following his bridal collection, the Babe line - a collection of cocktail dresses that range in price from $160-350

his ready-to-wear but at a lower price point. “I have a following of girls that are 18 to 26-years-old who buy everything at 75 per cent off at sample sales,” Matlo said.

regular clients], or the girls we party with.’ “Asked how the name Babe came about, Matlo responded with a smirk, “I call everyone babe, even my dad, I’m like see you later babe.”

Years later, it may seem as though artisan-Matlo has turned the chaos of the fashion world into a tightly and perfected circus act. Knowing the undulations of the business, the disappointing head honchos of the industry,

mind. A strategy that may lack the glamour and creativity you might expect from the fashion elite, but has propelled his sales to triple in the last year.“I love what we do, but I don’t sit here and sketch. . . It’s

fabric because that is all we can do to bring it to market,’ “ Matlo said.Even though Matlo expresses an obvious nostalgia about how the fashion big-whigs used to be blue-blooded royalty to the fashion conscious of past eras.

Valentino:

The Last Emperor, he sat in the theatre wanting to burst into tears.“How beautiful would it have been to establish a business 25 to 30 years ago where you could build up an industry for yourself,” Matlo said, adding that the designer houses will never again attain that kind of wealth.But with all of his collections now being made twice a year for Fall/Winter and Spring/Summer, and with efforts going towards embarking into the European market, the studio is busy with excitement, with Matlo acting as ring-master in his own fashion circus show.“I’ve become accustomed to the fact that there is no such thing as a day off, you never get on top of the water, you’re always paddling to the surface. . .you have to have strong lungs, and I’ve accepted that,” Matlo said. But it’s only a moment later when Matlo adds, “If I could go back, knowing what I know now, I probably would have done something else.”REACH: Like what? Matlo: Anything else, probably something low stress like

room]

to see his designs. Words by Melissa Welsh Produced by Dammy Ogunseitan

VANCOUVER CIRCUS SCHOOL & INNER RING CIRCUS

Since 2004, the Vancouver Circus School has been training it’s student performers to wow the lower mainland with their contortion, unicycle, tumbling, and acrobatic acts. And due to an increasing demand for performers, the company stemmed off just over two years ago to create its first performance circus troop called Inner Ring Masters. The group, consisting of ten exclusive artists and numerous freelancers, constructs what Travis Johnson, the initiator behind the circus venture, calls Inner Ring Innovations - unique shows created for each corporate, non-profit or charity organization. Up next, a journey to White Horse to perform their show entitled, Bounce.

Check out www.vancouvercircusschool.ca for more information.

Helping us out on our Jason Matlo shoot was world-class tumbler Cletus Okpoh, parkour acrobat Jesse Pierce, unicyclist Nigel Wakita, contortionist Amanda Shatzko and object manipulator Ryan Mellors.

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“...if you don’t make a woman’s body look beautiful,

you will sell nothing”

MODEL: ROZAPERFORMER: JESSE

MODEL: NATALIEPERFORMER: AMANDA

MODEL: AMANDAPERFORMER: NIGEL

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All clothes designed by Jason Matlo, Vancouver www.jasonmatlo.com All jewelry provided by Dyrberg/Kern, Vancouver www.dyrbergkern.com All costumes provided by Carol’s Costume Corner, North Vancouver www.carolscostumecorner.com All shoes provided by Brown’s Shoes, Vancouver www.brownsshoes.com on Camille, MiuMiu | on Roza, B2 | on Amanda, Browns iD | on Natalie, PRADA | on Saira, Michael Michael Kors MODEL: SAIRA

PERFORMER: RYAN29 30

PHOTOGRAPHER Mike ChatwinSTYLIST Alleeneda ThammavongHAIR & MAKEUP Atefeh ShojaiePHOTOGRAPHER’S ASSISTANT Ami SanyalMODELS Lexington Models

ON CODYDREW WILLIAM TIE DYE HOODIE; SELECTIVE HOMME JEANS; SHOES - STYLIST OWNON TARABETSY JOHNSON DRESS PROVIDED BY JULES & EVE; LEATHER GLOVES - WINNERS; SHOES - STYLIST OWN

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ON CODYDREW WILLIAM WHITE SHIRT; JEANS; SCARF - STYLIST OWNON TARAMINT DRESS PROVIDED BY JULES & EVE

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ON CODYDREW WILLIAM JACKET; SELECTIVE HOMME SWEATER; DREW WILLIAM JEANS; SHOES - STYLIST OWNON TARADRESS PROVIDED BY JULES & EVE; LEATHER GLOVES - WINNERS; CAPE PROVIDED BY PARTY BAZAAR; SHOES - STYLIST OWN

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ON CODYSELECTIVE HOMME SWEATER; CAPE PROVIDED BY PARTY BAZAAR

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