Thread Fashion + Lifestyle Show Sunday! Interview with Alex from Thread

Sunday is the THREAD fashion + Lifestyle show at Aerospace museum in Balboa Park this Sunday. Shop directly from over 100 designers. A must go to for anyone that cares about fashion, or just likes shopping.

Alex Matthews and his sister Lara are the duo behind the Tread show. Alex runs all of the Public Relations, Marketing and Branding for THREAD. He took a bit of time for me in what is probably one his most hectic weeks to answer some questions for Sandiegoish.

For our readers that aren’t familiar with THREAD explain a bit about the event.

Thread is a fashion shopping event featuring independent, edgy, emerging fashion collections from new hot talented designers.

THREAD was started by Lara Matthews, your sister, back in 2003. What made you get leave your home of 10 years in London to move state side and help out?

The lure of the Californian sunshine of course. London is bloody freezing!!

Actually it was the chance to make a difference at Thread whilst it was still small. The concept is original, and I felt it had the potential to grow into new markets. Since December 2006 we have grown into 5 markets, with 3 more planned.

I know a lot of people in the fashion world dream of becoming an entrepreneur and doing events like this. You are in charge of all the Public Relations, Marketing and Branding for THREAD, take us through a typical week.

Monday // Coffee, write the weeks objectives down, business meeting with Lara, spend 2 hours planning for 2008.
Tuesday // Coffee, spend entire day on the phone with designers.
Wednesday // Coffee, press day with editors.
Thursday // Coffee, Brand Review, Outreach Planning and Development
Friday // Breakfast with Lara, Weekly review with team, BEERS!!!

How do you and your sister get along working together?

We get along incredibly well. It’s like we are just friends. We argue at times, but that’s to be expected.

THREAD is known for taking a chance on small independent, edgy, emerging fashion designers. Do you have and success stories of brands starting out at THREAD and making it big?

Iron Fist. They showed with THREAD back in 2004 in San Diego. They had never done a show before. They picked up a UK distributor which is huge. Things snow balled, and now they are stocked in Urban Outfitters world wide.

THREAD has now expanded to Seattle, Las Vegas and San Francisco. Which is your favorite city to do the event in?

For me it’s Seattle. The show just looks amazing. The brands up there can really do full collections because of the weather.

The lifestyle experience is becoming an increasingly important element in shopping. At THREAD you have array of things for consumers to do besides just shop. Let us in on what to expect this year.

Art Shows // DJ’s // Complimentary Beauty Services (brow waxing, pop up hair salons) // Massage // Video Diary’s // Lounges // Gaming Areas and more.

What’s the key to bringing together fashion, music and art.

Reaching out to the Community and bringing together the cream of what’s hip, edgy, future bound and relevant.

What music have you been listening to lately?

Athlete, Artic Monkeys, UNKLE, Adam Freeland, Anything from the “Fabric Lice Series”, Mark Ronson, Amy Winehouse.

How does an emerging brand get into Thread?

Send us an application with a current line sheet. Download from www.threadshow.com

This is a local spotlight so the question at hand would be – Who are a couple of your favorite local brands and will they be at THREAD?

Pony and Quiet Hero.

Who is the typical THREAD customer?

18 – 40 // Female // 90K income // creative job // Mover and Shaker // Hip Mums.

How would you describe your personal style?

European // Streetwear // Hipster.

What is your favorite trend that you are seeing at THREAD right now?

Fanny Packs // Plaid // Layers // Sneakers. FANNY PACKS // PLAID // LAYERS // SNEAKERS

Any last words?

Thanks XXX