Edited by Rachel Khona, Q Model Booker
We Are The Superlative Conspiracy (WeSC) is a super cool street fashion clothing line launched in Sweden. Instead of using models, they collaborate with creative and athletic types, i.e. skateboarders, surfers, musicians, & DJs. I met with WeSC “activist” Amy Gunther a model and skater to pick her brain about fashion, skating, and life as an activist.
RACHEL: Hey Amy. Nice digs. (The store has a giant ramp which skaters can
use). Me likey. I would be such a good skateboarder if I knew how to skate.
So tell me how did you get involved with WeSC?
AMY: They hit me up from my work in the skateboarding industry and modeling. There were a couple other brands that were kind of trying to get me on, but when I saw what they were all about I was sold. They’re amazing.
RACHEL: I love the Swedes. They’re always so cute and blond. What kind of
stuff do you do for them?
AMY: I do design work with them. Everybody’s role is as an activist is unique. It’s kind of like the brand goes out and finds people they want to work with and then we all contribute in different ways. Part of my job is that I’m in all the ads for them. I never know where I’m gonna go or what other activists are going to be there.
RACHEL: In a little nutshell how would you describe WeSC?
AMY: It’s kind of like wearable fashion. You can wear it during the day or night. They have graphic tees but then also super sexy dresses. We carry a couple pieces here [at KCDC] but they also sell it at Barney’s. So it’s like a wide scope. And they have a bunch of flagship stores.
RACHEL: Coolio. That is a broad reach. From Bedford Ave to Madison Ave. I
love it! So what did you design for them?
AMY: I did a headphone collaboration with them and a jean with them. And I
have a t-shirt coming out.
RACHEL: Ooooh I need me some new headphones. The ones from Radio Shack
aren’t cutting it. What inspires you when you’re designing?
AMY: I’m inspired by my upbringing in Long Island and on the Lower East
Side. My WeSC collab headphones had a nautical theme and were designed by my favorite artist, Dennis McNett. He drew the anchor with my anchor tattoo in mind and “toughened” it up to look more New York city-ish. I try to capture a sense of sexiness and humor when I design. I only really design for girls and I think girls should be sexy. Not too slutty but definitely sexy. Diane Von Furstenberg gave me the confidence to be sexy. I worked as a model for her for a few years. She told me her dresses were made to have sex in. Like they could be hiked up, wrinkled, and still look presentable as if nothing happened. I love that. I always think of her when designing. She’s a woman for all women.
RACHEL: Who knew DVF was so saucy?! I’ll never look at another wrap dress the
same again! What made you leave the world of high fashion behind to open a skate shop?
AMY: Well it wasn’t really that I left. The industry just wasn’t for me. It was pretty tough and I started young. It was really fun and I met a lot of great people that I’m still friends with. But I wanted to do something where I could directly see the benefits of my work. KCDC has been open for almost ten years so we have a ton of customers that have been with us the whole time. Watching these kids grow and having an outlet for them to come and hang out if they don’t want to go home is just really gratifying.
RACHEL: That’s so tender! I just got the warm fuzzies.
AMY: I love it. I also really try to support women too. I stock women’s clothing.
Vans, Four Star, Volcom, Etnies, WeSC. Insight is huge for us. RVCA has
done a good job listening to the consumer. They did that Erin Wasson
collaboration. Their stuff was really cool even though we can’t carry it
here. [It’s only sold at Opening Ceremony].
RACHEL: Opening Ceremony is rad. Love that store. Music, fashion, and sports are colliding more and more. Do you think skating influences fashion?
AMY: Oh yeah. I can tell from the consumers in here. It was a big deal for me to make it welcoming to all people, not just skateboarders. It’s a 50/50 ratio of customers who are skaters and those who are not. People want to look like skaters. They want to wear skate shoes and skate t-shirts. They want to be a part of the culture.