So What's New? Every Little Counts

Hi Guys. The time has come for the second instalment of So What’s New, a weekly report featuring upcoming designers, artists and fashion gurus, each with a little individual something to give to the world.

This weeks featured artist is the lovely Amy from Every Little Counts. This gals company produces T-shirts that are in turns inspiring/romantic and just a little bit silly. I am impressed by how there is something for everyone, this is like a whimsical version of threadless! So here are the standard “So What’s New” questions that will reveal to you just what the up-and-coming brand is really all about!

Me: The obvious question – how did you get into designing?

I knew from a very young age I wanted to be a designer. It was a combined interest in costume design and a love for vintage clothing. My mom and I would spend our weekends going to yard sales or watching old movies- Charade, How to Marry a Millionaire, and Pillow Talk…just to name a few of our favorites. I was so inspired that I would just sketch for hours and hours afterward. That’s where it all began.

Me: Did you ever expect the success you have ended up having?

When we started Every Little Counts, I had been working for a number of companies, designing clothing that I was never 100 percent inspired by. When we decided to start our own company, we did so because we wanted to do something we could stand behind, and something that allowed us to indulge our influences and inspirations. Now that we’vedone that, the greatest feeling in the world is hearing positive feedback from customers- or seeing those same customers come back season after season. Its extremely validating to know our strange little assortment of interests strikes a chord with our audience.

Me: What are your inspirations, principles etc? Is there any concept your designs are based on?

Our overall concept is based on the nostalgia and sentiment centered around young love. We make clothes for romantic girls, girls who daydream, fantasize, and fall in love. But this same girl also sees the irony, fun, and craziness of it all.

All of our inspirations are centered around this concept of a girl that loves to love- French New Wave, Anais Nin, PJ Harvey, 80′s rock ballads, old photographs, the soft, natural sensuality of the 70’s, pretty much anything that triggers an emotional reaction…

Me: Aspirations for the future?

We’ve got a lot up our sleeves – men’s, intimates, ready-to-wear, as well as a soundtrack (by Adam, who wrote the song on our homepage) and artwork to fill out the Every Little Counts feel. All are coming soon. Stay tuned and keep up with us on the blog! http://www.every-little-counts.blogspot.com

Me: Who are your favourite designers?

I admire from a distance… Lanvin, Lorick, Lover, Chloe, YSL, and Tibi. But if I am actually shopping- it stick to the reliable and affordable- Urban Outfitters and my favorite vintage haunts.

Click the link above to see the strangely haunting pieces in the Every Little Counts collection, and read here if you fancy hearing beautiful quotes and more at their blog. I am sold as much on this brands identity, inspirations and heart warming concept as much as I am by the clothes! As usual, I have grabbed you a bargain, my wonderful readers – type in “atypical” at the checkout to receive a 15% discount!

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