9 hours ago | By Alice Gividen
Jul 13, 2016
By Sara Radin
As part of our latest Think Tank report on the young female art movement, Tumblr Feminism (subscribers can check it out in full here), our Associate Editor Sara Radin sat down with Amanda Litzinger, founder and designer of emerging label Sticky Baby, to talk about her clothing line, youth-related slogans and having all the feelings.
How did you get into making clothes?
I started making my clothes when I was a kid. I was cutting up anything from pillowcases to my mom’s old clothes and she was very supportive of this. I would describe to her in detail the outfit I was imagining in my mind and she would pull out scissors and help me make it. She taught me to sew. She was a ballerina, which requires kind of an intense combination of discipline and creativity and I think to be a designer is the same way.
I have always wanted to be a designer. In high school I had a hand-made hair bow line named Meet Your New Beau. I advertised them online and sold them at school. My dad gave me tons of books on business and also books about technical fashion design. I created the Etsy shop called Stickybaby in the summer 2012.
Where did the name “Stickybaby” come from? How did the brand come about?
I decided on the name Stickybaby one summer living in Michigan. My boyfriend at the time was going through a hellish trademark issue with his skateboarding company The High Five and I was hyper-aware of my brand name being unique. Michigan in the summer is terribly hot and you always feel wet. I overheard his dad remark how sticky this weather is and that just struck me.
What inspires you to create the pieces in your line? Do you think the text you use captures the current female sentiment?
All along the building of my brand has been based on little comments that I’ve overheard or signs that stick with me. There’s a big element of chance to it and I think that’s an important part of its authenticity. As for the popular phrase jackets these must come to me by incident or else, I don’t know, it wouldn’t be as funny or interesting. So I do get blocks if nothing funny or interesting is happening, though interestingly reading a book can be very helpful and inspiring for me. If my pieces reflect the current female sentiment that is because their creation totally depends on how I’m feeling. I would rather not admit it but I believe I am taking the emotional approach to garment making. If I write it out then spend hours, or even days labouring the idea into a garment I do feel relieved afterward, ha ha. I’m not really the kind of person who can easily relax.
Where can we find your products?
You can find Stickybaby online at Shopstickybaby.com, Nylon Shop ( shop.nylon.com) in Brooklyn at Alt Space Brooklyn, in Manhattan at La Petite Mort 37 orchard Street NYC
How would you like to expand Sticky Baby in the future?
I would love for Sticky Baby to be an option for girls and guys for as long as forever. I always say that if I ever opened a store I would have my little sister run that and ask my big sister to handle the accounting.
What is it like starting a fashion brand and being an emerging designer living in NYC?
Starting a fashion brand for me has been the most important element to my life so far. Everyone I’ve met and either kept around or said good-bye to has known Sticky Baby as well as I do and might agree that I work for it 24-7. I love New York because here there is an audience that cares about clothes as much as I do and I couldn’t wish for more than that. Living in NYC is of course demanding and you have to be very determined in order to keep on but it is a place that can reward you on a level that is not possible elsewhere. It feels like an honour to be considered an emerging designer in NYC.
Who is the Sticky Baby girl?
My friends are absolutely the face of my brand, some old and many new; I’m in love with them all.
“The Sticky baby girl has her own mind and she is not afraid to follow her moods and do things her own way.”
I worship the girl who wakes up and faces the day head-on, living every moment richly and expelling the bad with the help of her friends. I love to meet these girls and let them tell me everything they think, that totally inspires the clothes I make, particularly as I’ll use that to conceptualise and shoot the photos for my brand.
You have a growing following on social media. How has it influenced your brand and the way you get it out into the world?
When I first got an iPhone with Instagram I was in college. I felt relieved to share the clothes that I was making with people. It comes with insecurities too but mostly it added a sense of confidence to what I was doing.
“And, before Instagram existed I would obsess over “blogspot.com” with my sister during computer class, so we had already an insatiable thirst for lovely photos of fresh style from far away places.”
It’s so amazing that with social media and digital platforms that we can connect with girls from Russia to California just based on our shared interest in fashion. Without the Internet I probably wouldn’t have been able to reach the underdog-esque audience and community that I’m part of today.
Like this? Follow Amanda Litzinger on Instagram here to find out more about her brand.
For insight into emerging cultural trends, new brands and ones to watch, join WGSN.
Know what’s next. Become a WGSN member today to benefit from our daily trend intelligence, retail analytics, consumer insights and bespoke consultancy services.