For Madhappy, it's been a short journey covering a lot of ground.The four cofounders have created a business with an upbeat message, a growing community of young followers, ties to charities and a pop-up strategy that takes the format to a new level.The latest pop-up opens Sunday at 446 West 14th Street in the Meatpacking neighborhood of Manhattan. The monthlong installation encompasses 4,400 square feet on the ground floor and has a 3,000-square-foot rooftop."We're giving people several reasons to come to the space. It's about experiencing something, not just having something to buy," said Joshua Sitt, one of the cofounders of Madhappy along with celebrity stylist Noah Raf, Peiman Raf and Mason Spector. Chuck Bennett designs the line."It's gallery-inspired, very minimal with a big focus on colorblocking and light play. Mark Rothko was a big influence for the design of the space. We want the space to feel very inviting and welcoming, as opposed to cold like some galleries are." Colored walls will act as frames for clothing installations, and there will be a "I am Madhappy" area for people to take pictures and express themselves.Among the fund-raising activities, events and collaborations at the pop up will be Y7 yoga classes; a day with the Big Brothers, Big Sisters of New York and food from Sweetgreen, the healthy fast food chain. The pop-up will also support Lunges4lungs, a foundation for the fight against cystic fibrosis, and SOS, the upcoming web site getting launched by Olivia Perez and Joe Holder creating a centralized system for charity work.The year-old Madhappy brand offers "comfortable streetwear. It's fashion you can go out in at night and wear in the day. It's versatile," said Sitt, a Georgetown University senior and son of Joe Sitt, chief executive officer of Thor Equities real estate firm.The product line is growing and includes hoodies, T-shirts, baseball caps, shorts, sweatpants and a denim jacket style. New hoodie styles are being added, and Sitt says, "I love the idea of sneakers," mentioning one of the considerations for the future. Prices range from $33 for a cap to $120 for sweatshirts.[caption id="attachment_11026818" align="aligncenter" width="400"] From the Madhappy collection.[/caption]"It's about spreading a positive vibe," said Sitt, discussing the brand message. "It’s all about making people feel comfortable, both with the clothes being extremely comfortable but also making the person feel comfortable enough to be themselves in their daily expression. We use the peace sign in a lot in this collection as a reflection of the current times in the world and our aim to bring people together as much as possible both with clothing and with our events."It's also about revealing to followers what's going on day-to-day at the company, almost as if they were insiders, by constantly pushing content through social media such as Instagram and Snapchat."We want to spread a positive message to everyone, focus on connectiveness and provide easy access to all of us at the company," Sitt said. That way people can learn about the brand and also receive advice on how they might manage their own ventures, he said.The brand is sold via the Madhappy web site, pop-ups, Instagram and some retailers including Colette in Paris.[caption id="attachment_11026721" align="aligncenter" width="400"] From the Madhappy collection.[/caption]Madhappy's first pop-up was a 13,000-square-foot space opened from the end of last June to the end of last July, on North Robertson Boulevard in Los Angeles. The project and its creation was documented in five-minute videos in stages, from painting the space and putting up a wall of hats, to having customers write notes on another wall about what makes them happy. "It put a face to the brand, it was entertaining, and it was about educating and connecting with our followers," Sitt said. "People who are not part of the company could feel connected. We promote easy access to the cofounders. We e-mail back inquiries and will guide people in their own entrepreneurial ventures."As we get bigger and bigger, it will be tougher and tougher," to maintain close connections to all followers. "But there will always be ways for us to connect with customers — one way or the other."[caption id="" align="aligncenter" width="1024"] Team members Aryana Esmaili, Leer Gold, Erica Gould, with cofounders Noah and Peiman Rafiezadeh and Joshua Sitt, team member Jonathan Yadegar, and cofounder Mason Spector.[/caption]While Madhappy is a curious name for a brand, Sitt believes it's something each person can interpret individually. But he thinks it captures "the essence of life, its ups and downs, and realizing that the lows make the highs that much more pronounced."
In honor the @CFDA’s announcement of @iamnaomicampbell receiving the Fashion Icon Award at the 2018 #CFDAAwards, which will take place on June 4, here’s a #tbt of the supermodel on @michaelkors’ runway in 1991. #wwdfashion #wwdarchive (📷: George Chinsee)
“I was making the guacamole when my scout saw me,” says model @stuckinteenage on being discovered just six months ago while working at @chipotlemexicangrill. Since then Williams has signed with @dnamodels, walked in her first show at @calvinklein and landed on the cover of @vogueitalia – a high point of any model’s career. To read @lisajlockwood’s full interview with the model on her experiences thus far, head to WWD.com – link in bio. (📷: George Chinsee)
“I love the idea of dialogue, period. It’s where I’ve always gotten my inspiration from: hearing other women speak, their journeys and their paths,” said @hereisgina, who delivered the keynote speech during @sxsw for @createcultivate in partnership with @fossil. For her two panels, Rodriguez chose female empowering, female-led and female entrepreneurs to focus on. Head to WWD.com to read more about her thoughts on Time’s Up, growing up in a family of women and why we “need a girls’ club.” #wwdeye #sxsw (📷: @jgreenery)
Leading luxury brand are shaking things up to keep up with streetwear. Case in point: the arrival of @mrkimjones as artistic director of @diorhomme. Jones, who succeeds @Kris_Van_Assche, is seen as one of the handful of designers who can actually straddle the luxury and streetwear worlds — which could lead to even more changes at established brands. What could this mean for the rest of the menswear landscape? Head to WWD.com to find out what experts predict #wwdfashion (📷: @franckmura)
“It’s like buying groceries. You’re going to buy the best mango, the best mozzarella, the best things. You have to, or others are going to take it all,” said @gabrielahearst on why she uses only the finest fabrics. Last week, Hearst received her first @cfda nomination for Womenswear Designer of the Year, and earlier this month she opened a permanent showroom in Paris. To read @jessiredale’s interview with the designer and find out why this is shaping up to be a big year for her, head to WWD.com. #wwdfashion (📷: @francoisgoize)
“It’s an interesting thing, playing a younger version of your mother. It’s an interesting concept. I adore my mom and love her in every capacity, but it was just something that had never crossed my mind,” says @anniemstarke on playing a young Joan Castleman in “The Wife.” The same role will be played by her mother Glenn Close. Read more about her growing up in the film industry as the daughter of producer John H. Starke and Close and what she has planned for the future #wwdeye (📷: @nataliamantini)
@asics is launching a new streetwear sneaker inspired by its latest ambassador, @steveaoki. The Hyper-Kenzen x Aoki, which will launch at @footlocker stores exclusively tomorrow, is a slip-on style that incorporates the brand’s proprietary Gel technology through beads integrated into the midsole for comfort and endurance. Read the full story on WWD.com.