PoPplWGtTH: typical question, who is Sifr?
Chris/Sifr: Well Sifr was founded by myself and my partner Suraj. We also have Daryl, who helps a lot with graphics and branding. We outsource our pattern making/sampling and we have interns execute our flat sketches, other than that almost everything else is done in-house.
PoPplWGtTH: Suraj is the guy behind know it nothing right?
Chris/Sifr: Yeah Suraj is behind the store Know it Nothing.
PoPplWGtTH: Aight, so through your blog, you guys give out a lot of info on the manufacturing process, why is that? Recently I've seen a lot of "behind the scenes" for every industry on things like twitter, Facebook, Youtube, etc. is that a product of Web 2.0 "all sharing all the time" mentality or do u do it as part of advertising like they did in the early 1900s continuing on til today (e.g. "we use triple blah blahs to make our widgets, making them the best yet!").
Chris/Sifr: Well we thought it'd be cool to let people in on certain things that are involved with the process. We figured we really don't have anything to hide, so why hide it. In a sense it can be looked at as advertising and branding but it's the reason for deciding to blog and write about what we're doing. In fact I regret not blogging/recording the process from the very start. There are a lot of memories that have slipped away. It's also pretty fresh and original content from us. What else would we blog about? So many blogs are blogs about other blogs through another filter of another filter haha.
PoPplWGtTH: were cop
Chris/Sifr: KIN [Know It Nothing, Singapore]I've pushed the store into a more niche market, more of a menswear store that targets an older demographic. The upstairs is a temporary office which we hope will turn into the first sifr flagship. We're in discussion with a few very good retail departments in Singapore, we're doing more market research at the moment because during the meeting with one of the buyers whose brought labels like Spring Court [France] and Lad Musician [Japan] to Singaporean retail stores is saying labels that focus on quality and subtle design tend to do a lot worse versus more obvious and generally shittier quality brands.
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