Hi James, how have you been since the launch of Haus of Haters?
Hello! I’ve been great thanks, still getting over the stress of the launch but it was all worth it in the end. I’m so happy and shocked that it went down so well!
What do you mean by shocked?
Well I put so much time and energy into the launch I started to panic that it may not be perceived in the way I’d hoped. I had many a sleepless night in the lead up to the launch.
Were you surprised at how successful the collection was?
I was! Although I didn’t know what to expect to be honest. We had a number of pre-views in London in the run up so I got a rough indication as to what would and wouldn’t work. I cut a number of styles out of launch because I didn’t think they’d work. (Laughs) my Marketing Manager was not happy with me at all but I felt it was right.
So there’s unseen t-shirts?
And bags! I did a whole range on bags but didn’t want to rush the collection before it had time to find it’s feet. Bags will come soon, it’s next on my list.
Will we ever see these tees?
Mmmm, maybe.
What have you got planned for the next collection?
My head has been crammed with ideas ever since the launch, and they’ve changed about a million times! ‘Wonderland’ was all about the weird – now I want to take Haus of Haters into a more commercial direction. I hate that word, commercial, but I think it fits. I want to take everyday sight and landmark then give it a Haus make-over. It’s all about the individuals perceptions of what is normal. that’s all I’m saying.
What made you decide to move away from selling in seasons?
For me Haus of Hater’s represents what inspires you. as we’re such a young brand we don’t have to be confined to seasons or Buying calendars. I want to produce collections that are inter-seasonal and timeless.
And how’s your private life?
I don’t talk about my private life. Clothes only please (smiles)
Haus of Haters founder James Emmerson
