NEW YORK — For Scott Woodward, designing T-shirts just wasn’t enough.
This story first appeared in the May 15, 2003 issue of WWD. Subscribe Today.
That’s why the designer has changed the name of his high-end T-shirt line from Swank Tees to Scotte (pronounced “Scottie”) Woodward. While the T-shirts, which have developed a big celebrity following, will not change in quality or design, Woodward said he would like to add other items such as underwear and eventually accessories to the collection.
“When we started the company last July, we were very focused on Ts,” he said. “Now I would like to extend the focus.”
Sold at high-end specialty retailers like Saks Fifth Avenue and Fred Segal, the line grabbed the attention of such celebrities as Paula Abdul, Lance Bass of ’NSync, Ashton Kutcher and Sharon Stone.
Woodward said he has designed five shirts for Abdul, which she has worn on “American Idol.”
The line sold in stores wholesales from $13 to $22, but Woodward designed a bunch of one-of-a-kinds for his celebrity clients. For Bass, he designed a shirt with $100,000 worth of diamonds attached to it. Bass chose that one to wear to the Grammy Awards this year.
For Abdul, he also designed diamond T-shirts, ranging in value from $5,000 to $100,000. Woodward said he is in talks with retailers to make the diamond Ts for customers.
“I’m hoping for some type of special program,” he said. “But they won’t be on the floor in huge quantities.”
In addition to launching the Scotte Woodward brand, Woodward has consulted on global integrated image marketing with firms that include Arnell Group (Martha Stewart, Coca-Cola, Sprite, Lego and Mars candy brands), and most recently, Bausch & Lomb, where he began his marketing career.
Woodward has also resumed his interest in the arts and studying acting, earning his Screen Actors Guild (SAG) membership with a brief appearance on HBO’s “Sex and the City.” He currently resides in a loft apartment in New York’s NoLIta neighborhood where he focuses on designing his seasonal T-shirt line, studying acting and doing some freelance brand image consulting for various clients.