Keep Calmers and Carry On

Starting a fashion brand is not for the faint of heart. From designing garments to finding quality manufacturers, the journey can be filled with several obstacles. However, some have managed to overcome these challenges and create successful brands. Maincharact3r, Clint's, and Soho Yacht Club have been stand-out performers in the streetwear scene this year, thanks to their savvy marketing strategies. But with so many established brands, is there even any space left for student-made fashion brands?

The answer is a resounding "yes," according to graphic design student Karl Alcayaga. His Kingston-based streetwear brand, Calmers, was founded in 2020. Admittedly, Alcayaga was initially critical of his first designs, which he felt were too childish and relied too much on nostalgia. To compete with streetwear juggernauts like Corteiz, he decided to overhaul the brand's identity. Calmers now focuses on placing aesthetic designs on retro silhouettes to create unique garments that set the brand apart from the rest of the streetwear scene.

Alcayaga initially intended to name his brand Khaos, but he soon realized that the name did not feel right. He eventually settled on Calmers, a term he used to describe positive situations instead of the word “calm,” However, as a student, he simply does not have the funds to mass produce his garments. Brand consultant Mike Key estimated that creating a sustainable and ethical brand would cost approximately £30,000, which is far too pricy for a student. To overcome this obstacle, Alcayaga has spent £200 on creating prototypes and intends to use TikTok to gain momentum and find partners for his brand.

The era of short-form content has shifted the power from the few, such as Anna Wintour at Vogue, to the many. This cultural shift allows upcoming student-made brands to receive the recognition that they deserve. Now you do not have to look further than your phone to find heaps of inspiration to commence any creative endeavors. Alcayaga cites successful streetwear brands like Corteiz, Broken planet, SCRT, Braindead civilization, Palace, and Stussy as examples of how marketing strategies and unique design concepts have the potential to exponentially increase brand value.

Creating a successful fashion brand takes a lot of persistence. Alcayaga has set small targets to achieve his goals, such as opening pop-up stores that sell limited goods, creating value for his clothes, planning more collections in advance, and collaborating with other streetwear brands.

“It is all about putting ideas onto paper, whether it’s a silly and almost forgettable idea. I believe every creative thought that can be made visually is something to consider, whether you use it or not I think it’s very important to see what you can do to develop that idea and hopefully design something which may be appealing to others,” said Alcayaga.

The fashion industry is a notoriously difficult market to enter, but with persistence and creativity, it is possible to carve out a niche. Karl Alcayaga and his Calmers brand are proof that there is still space for student-made fashion brands. By taking inspiration from established brands, focusing on unique designs, and utilizing social media platforms like TikTok, Alcayaga has laid the groundwork for success. It will be exciting to see how Calmers grows and evolves in the future.