Where
did you come up with the name “NEWD,” and what does it mean?
It was actually an
accident. My buddy spotted the word “newd,” which was a typo on his term paper
back in college, and it stuck with him. He told me about it and came up with
the acronym “Nothing Else Will Do.” I’ve always been really into art, so I
began sketching the logo right away. I come from a family of entrepreneurs and
thought it could work for a future business endeavor, although at the time I
did not know what.
After college, I wanted
to start a clothing line, so I began building the brand around the name and
idea that this would be a high-end line of goods.
What
do your lines consist of?
The lines start out very
basic, but they will grow quickly. We use very high-end fabrics with finer
cotton that gives the products a superior feel and fit.
NEWD has two lines: NEWD
brand and Urban Clothing Club by Johnny Castro, which is all graphic tees and hoodies.
NEWD brand is a more contemporary and upbeat collection of cotton essentials
such as tees, polos, hats, dresses and tanks. The products have two embroidered
logos on every shirt: one on the right shoulder and one on the left hip.
Who
do you think your brands appeal to?
They’re for the person
who is a go-getter, who is driven and accepts nothing less than the best. Now
with the more classic look, NEWD can suit anyone, from the businessman to the
golfer to a college kid.
I originally wanted to
just make a men’s line; then I quickly realized that women’s fashion was such a
big opportunity.
How
has your brand evolved?
Originally, the idea for
NEWD was to act as the middleman between the clothing and the art. I
collaborated with about 10 different artists and put their designs on finished
goods and promoted them. One problem with the original concept of having many
different artists was that the lines didn’t flow. While speaking with stores, I
quickly learned that they want to buy a collection, not just three shirts.
Any
other exciting collaborations in the works?
I am thinking about
doing a maternity line and a golf line too. I’d love to get into jeans, shoes,
socks, accessories—everything! Additionally, I have a custom-printing component
to NEWD that allows me to partner with community groups and businesses to
create personalized apparel.
NEWD fashions are available online at www.newdclothing.com or at Detour on Brady Street, and White Star and Luci Boutique on Water Street. Kessler is looking to expand his distribution to Madison, Fox Valley, Minneapolis and Chicago later this year.
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