Tricia Hoke, 25, and Kymberly Robertson, 27, the design team behind Potential Fashions, see discarded clothing as a design challenge. Their clothing line is based on recycling vintage and discarded pieces, taking the original pieces apart and reassembling the fabric in a brand-new way.
The back story: The two designers met several years ago while working at the Buffalo Exchange in Denver, a “recycled clothing” store that specializes in vintage and brand-name resale items. Hoke and Robertson often would find pieces that weren’t great, but had potential, leading to the name of their label. Hoke earned a certificate from the two-year professional sewing program at Denver’s Emily Griffith Opportunity School in 2002, where she learned the technical aspects of design, including pattern drafting, alterations and manufacturing.
Robertson’s studies followed a more meandering course, with classes in environmental studies, art history and studio art at several Colorado institutions ranging from Western State College to the University of Colorado at Denver. Though Robertson didn’t complete any particular program, she found that designing recycled fashions fit with her beliefs and talents. “The recycled issue was so attractive to me,” she says. “To have a creative business using recycled goods is ideal.”
The company: Potential launched with the summer 2005 line, so for now, Hoke and Robertson each maintain a part-time job outside the company while contributing to the design and manufacturing process. But the two women complement each other by bringing different skills to the business.
“Kym is the type who can just wrap a piece of fabric around her and it looks amazing,” says Hoke.
Robertson acknowledges her partner has the technical skills to turn that vision into a usable pattern. Hoke won this year’s “Rising Star” award from the Denver chapter of Fashion Group International.
In addition to design inspiration, Robertson specializes in events and marketing, planning a monthly fashion show at the Assembly Gallery below their design studio on Santa Fe Drive, and getting the Potential line into other local fashion events.
Although they still are learning about distribution and other challenges, the partners are motivated and enthusiastic about running a small business. “The hardest part is being patient, because things don’t happen overnight,” Hoke says.
Their inspiration: “We want things to look new, and we do multiples from patterns,” Hoke says. “So it starts out kind of like working backwards.”
The partners have fun with the design process, and take their inspiration directly from the thrift-store castoffs that are the beginnings of each new item. They look at different fabrics and patterns and play off each other to create new ideas and styles.
The results can be surprising. A pile of old T-shirts can be washed, bleached, dyed and appliquéd before the pieces are cut to create a sassy line of soft, fluid drop-waist skirts in bright colors. Other tees are faded and bleached and reassembled into feminine empire tops with vintage buttons. The final pieces rarely resemble what they came from, and some of their one-of-a-kind couture creations become truly fanciful. These include a pink and green lace prom dress with a lace-up back, created from drapes, lace tablecloths, old T-shirts and new trimmings.
The customer: Potential Fashions appeal to 18-to-35-year-olds who care about how and where their clothes are made. College students and artsy types snap up the more affordable ready-to-wear pieces, and the couture creations appeal to a more mature, affluent customer who appreciates the originality and story behind each piece.
What it costs: Lace prom dress, $450; bleached empire tee, $42; denim ruffle miniskirt, $60; scoop-neck ribbon tee, $40; fur leg warmers, $75.
Where to find it: Buffalo Exchange, 230 E. 13th Ave., 303-866-0165; Indy Ink, 84 S. Broadway, 720-937-9722; Fabric Lab, 3105 E. Colfax, 303-321-3604.
