1000 Ideas by 100 Fashion Designers

Marc Einsiedel, Julia Kleinwächter/Woolwill 197

06 0

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Marc Einsiedel studied

graphic design at the

University of Fine

Arts Hamburg and

 nished his Master

Studies in London.

For many years he

interested himself in

street art as an artist

and as a collector.

Around 2006, he

taught himself screen-

printing, starting with

an unconventional

backyard workshop.

When the  rst

invitation to a young

fashion show in Vienna

occurred in September

2007, he teamed up with

Julia, a communication

design major at the

University of Applied

Sciences Hamburg.

Together they designed,

printed, and tailored

the  rst collection.

Receiving strong

feedback, they decided

to give other artists

the possibility to make

their artwork public

using wearable textiles

as canvases. That was

the foundation to open a

store with an integrated

workshop. The Woolwill

Store opened in June

2008, and has been

 ourishing ever since.

Marc Einsiedel, Julia Kleinwächter/Woolwill

www.woolwill.com

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592 INSPIRATION. Each of our graphics

has its own theme, yet we try to consider

combinations of current colors and

cuts, for example, at the collection with

Superhorstjansen called “African Surf.”

593 R

EFERENCES. We are trying to  nd

the best mixture between the art we are

actually in uenced by, our own taste, and

the taste of our customers.

594 M

ATERIALS. Woolwill’s policy is

to print on fair-trade and ecologically-

manufactured clothes only, which

naturally limits the sources. Plus, we have

to select what cloth is suitable to print on

and what is not.

595 T

RADITIONAL MANUFACTURING VS.

EXPERIMENTATION. Experimentation

should be based on tradition/knowledge.

Learn the rules  rst, then break them. A

representative item can be helpful in terms

of creating visual recognition value and

therefore creating a brand.

591

W

ORKPLACE. Our models are

people we know and like,

or the artists themselves.

The studio inherits a very

inspiring chaos, because of

the many blank shirts and the

manifold colors all over that

stimulate our fantasies about

new designs.

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Marc Einsiedel, Julia Kleinwächter/Woolwill 199

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596 YOUR RIGHT ARM? Our friends,

especially Fiona Hinrichs and Patrick

Ossen–our two permanent artists.

597 I

NDIVIDUALITY VS. GROUP BELONGING.

Both. Individuality comes out of the

handmade prints that turn every textile

into a unicum. Group belonging comes in

the form of the community of art collectors

we invoke.

598 B

RAND VA L U E S . Comfort, quality, a

clear conscience, and a custom-made piece

of art. Woolwill gives you the freedom to

choose not only your own favorite shirt,

sweater, hoody, etc., but also your favorite

design from the current collection plus the

color of both. One of our communication

strategies is to make a vernissage for every

new artist and his collection.

599 S

ALES. We always try to create a

collection that both shows our creativity

and pays the rent. Some designs are more

mass-orientated while others are very

personal and therefore not always easily

accessible.

600 A

CKNOWLEDGEMENT. That our

customers regard themselves as “art

collectors” and consider our clothes as

artwork.

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605

T

RADITIONAL MANUFACTURING VS.

EXPERIMENTATION. As a designer, I prefer

experimentation and the company prefers

tradition. It is an interesting con ict but

one that I enjoy. The product that results

can be a nice blend of both. I am always

trying to push the brand in subtle ways. We

have room in the line for a statement piece

but it is never a throw-away and must be a

cornerstone in the line.

601 INSPIRATION. Every season the

theme is the same: the brand. I look for

opportunities to blend our identity into

new products that the market can get

excited about.

602 W

ORKPLACE. It is an open

environment where designers can share

ideas and points of view. No doors in the

design department (headphones are a

must at times). I like to have a table for the

computer and a table for sketching–that

requires a different mind-set.

603 A

DVICE. Never give up pencil

sketching. Creativity comes from using

your hands.

604 M

ATERIALS. Finding materials

durable enough for footwear can be

challenging. We rely on our vendors to

provide interesting choices at a good price.

If there is something new we must have for

the collection, our factories will look for a

new material source. Never say never on

a material. You really do not know what’s

going to look good in a few years time.

200 1,000 Ideas by 100 Fashion Designers

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