Today's post is so interesting. I got an excluive interview with a great designer who lives in Madrid... Andreas, the mind and creativity behind MONTAG 73.
So... Who is Andreas? I know he is from Vienna and that he landed in Madrid and felt for the city and it's people. Also he has work for big brands such as Gaultier, but: How did the journey with Montag 73 begun and when?
“Well, all the story started in December 2013. I was thinking of my future after having decided to put an end to my previous adventure, and suddenly, a clear picture in my head, that of an original patchwork male bag, mix of scraps of cotton patterned camouflage and imitation leather, engraved with skulls that I had bought on my last trip to Paris without knowing then very well why I had felt the need to buy them. I sat down to draw…and voilà! I had the first shopping bag in front of my eyes. The next day, with the help of a sewing friend, my night design becomes real. Proud of my work, I share the photo of my bag in Instagram. And in a very short time, I start to receive many “likes” and positive comments on my bag photo, and also people asking me how they could buy it. That was the start of how I decided to launch my business in the fashion sector through Instagram as I discovered the strong potential of that social network, allowing to show your work through artistic and different photos, and getting in touch with thousands of people in a second. And Instagram as a platform based on photos is really transparent and that is so important to me! “
What where the particular challenges you encountered when starting Montag 73?
We had to face many challenges: finding good partners for the production of my designs and giving priority to quality, exclusivity and made in Spain; creating an attractive web, representing the image of our brand and philosophy, and at the same time increasing our presence in all social network; offering a good service in transport (quick and efficient) through a logistic partner and the most important, getting quickly many fans of Montag73 to convert them in faithful clients and prescribers. All this had to be also done with repercussion in Media (TV, Press – paper and digital – and bloggers).
It had to go quickly and we had to multiply contacts in fashion sector, challenge which is still the present one.
How do you understand the fashion industry in terms of on line distribution?
I think that online distribution is great for new designers in order to reach a global public at a competitive price as long as you offer a good quality and different product . It is a perfect way to offer fashion out of standardization, to show to many people the individual creative spontaneity vs the feeling of “obligation” to follow the trends.
But getting to be known in different countries is not that easy as multiple brands have appeared in fashion through that online distribution and the offer is huge.
And big groups in fashion are pushing their presence in internet with online shopping and the system is always in favour of the strongest when we speak of Marketing online (Google monopoly also)
Tell us a bit more about the exclusive designs, most of the sneakers are produce only in 50 pairs, how? why?
I wanted to offer an exclusive product at affordable price, and this is why we choose to produce only 50 pairs per model. The friends & fans of Montag73 (because they are more than clients) enjoy walking different with our shoes and are proud of what they wear. Montag73 is reflecting their own personality and they share with me the taste for elegant and casual pieces. This is a new concept of sneakers that you can wear in any occasion.
Do you believe or are interested in the "agender" concept when it comes to fashion? If so, why?
Yes, definitely. Our bags are “agender” and some of our shoes also. Men and women can share the same taste for many fashion articles and just feeling is the important. The sensitivity is not a question of gender, but much more a question of personality.
How would you describe the people that works behind Montag 73?
Passionate people. Passion for people, creativity, fashion, quality, and solidarity.
When working in a new collection: Do you plan in advance, do you go by muse and inspiration?
My process of creation is not at all planned and has all to do with inspiration : music, unplanned meetings with other artists, friends or unknown people, and my states of mind. This is difficult to explain as it has to do with my intimate and personal feelings that I do not really control. It comes to me as an evidence and a vital need.
How would you describe the soul of what you do in one word?
Art of Love.
I hope you enjoyed learning the details behind MONTAG 73, for me has been a privilege to have the opportunity of this interview with Andreas.
Do not miss to see the entire collection on the website!
Be cool, be great, be yourself!