For many shoppers, looking for the latest in fashion means finding smaller more niche brands and designs that are unique. In Utah, more and more designers are coming onto the scene, each bringing their own experience and aesthetic to the market. We had a chance to chat with three local women who have brought their love of fashion and design to consumers, each in their own way.
FADED CLOTH
STORMY PETERSEN-SPARLIN
How did you get involved in the fashion industry?
It’s honestly something I fell into and then quickly became very passionate and energized by. I started right out of college working for companies like Coldwater Creek, Sundance Catalog and most recently Yeezy by Kanye West. All vastly
different but all bringing great perspective and clarity to what I am working on now. This is not an easy business but it’s what I know and love.
How do you describe the personality or vibe of Faded Cloth?
Vintage elegance mixed with elevated and structured sophistication.
Do you think there is a new energy around local designers in Utah, and why?
I think in general people are trying to find their place and express their own individuality. It’s more important now than ever. We are in a world where everything is accessible. People who didn’t have the resources before have everything at their fingertips now. Th e power of community is infectious and it’s a driving force to do more and be more involved. Everyone has an opportunity and I think people can find that especially in Utah. And man, there are so many talented and amazing designers here.
What are you trying to accomplish when you are designing for women?
Everyone looks and dresses the same these days. I want for people to look at Faded Cloth as a unique but very wearable brand but more than anything I want our customers to push the limits with how they put it together. Our look is strong and empowering yet soft and inviting. These garments evoke confidence. You just have to be willing to be a bit different than everyone else. Our goal is to make women feel like the best version of themselves.
ZENZEE
SHARON BACKURZ
How did you get involved in the fashion industry?
When my family moved to Park City I started doing design and branding work for the outdoor sector and realized that I had a desire to start making products myself. I started a little side hustle business that grew into a lifestyle brand for women.
How do you describe the personality or vibe of Zenzee?
Zenzee is bold and women who wear it are not afraid to make a statement with their look. We strive to make products that women can build a cool outfit around.
What sets apart your designs from larger (or just other) companies?
Zenzee products are made in small batches, they are designed with a graphic designers touch and made with love in the most eco-friendly way possible.
Do you think there is a new energy around local designers in Utah, and why?
Yes I do! Utah is such a small business-friendly state and the lifestyle is so inspiring, I think it shows in the creativity of the entrepreneurs. So many people out there are boldly making their mark. It’s a very supportive community too, sharing ideas and resources.
What are you trying to accomplish when you are designing for women?
I want people to feel confident and above all comfortable as they go about their day. At the heart of Zenzee is women supporting women, girls and community. We love to collaborate and use our platform to do good.
AMALL
CHERI SANGUINETTI
How did you get involved in the fashion industry?
My career in fashion had an unorthodox beginning. It started in the outdoor and performance apparel industry, where I designed for companies like Marmot, Columbia, Nike and others. In 2013 I joined Cotopaxi’s founding team where I was VP of design.
What sets apart your designs from larger companies?
It’s probably different because Amall started as a passion project. I wanted to work with my favorite factories, exotic materials and fun details. That was my only goal. I think companies sometimes lose that special something when they get hung up on data.
Do you think there is a new energy around local designers in Utah, and why?
Absolutely. As long as we carve out our own niche and stay true to ourselves. Portland has a look, Austin has theirs, then there’s LA, NYC, etc. We have something special in that we’re surrounded by incredible landscapes, but also this tidal wave of growth in tech. It’s a very interesting juxtaposition.
What are you trying to accomplish when you are designing for women?
I’d like to give women an opportunity to own timeless yet playful pieces and also feel a real connection to the people responsible for creating it. Everything we make comes from my favorite suppliers who take excellent care of their teams, the environment and of course the llamas!
by Katie Eldridge
