🎙️ Nellie Partow
It says something about a brand that when you click on the about page on its website to get the backstory on the designer, a YouTube video of her boxing in the center ring at Madison Square Garden pops up. Showing her winning her title fight in front of a sold-out crowd. If nothing else the footage clearly illustrates that designer Nellie Partow knows how to roll with the punches and has no intention of ever being down for the count.
Nellie Partow
Which is a good thing considering that her independent label finds itself in that ambiguous middle ground of no longer being a new brand on the rise nor one that has achieved world domination. Partow, which the designer launched in 2011, is one of those sleeper hit fashion houses. You know the ones I am talking about. The brands whose names you whisper in the ears of only your closest friends when they ask you where you got that amazing relaxed fit purple suit or the dress with architectural pleating on the bodice or strategically placed cut-outs. Partow’s aesthetic is one of modern minimalism. Where the use of color and structural detail work help to elevate the understated foundation to a more refined realm.
Nellie’s design approach is perfectly understandable considering that - after graduating from Parsons - and just like with her boxing training, she put in the hours, days, months, and years learning her craft. Working at Calvin Klein, Donna Karan, and John Varvatos for a cumulative 10-year stint before she hung up her own shingle.
Her slow but steady wins the race philosophy to fashion has worked well for Nellie. Only three years after launching her brand she found herself making a profit. Something that is almost unheard of in the industry. In 2015 she became a member of the Council of Fashion Designers of America, AKA the CFDA. And 2019, according to the designer, was her best year yet - as she started to scale up her label adding in new categories to her staple “work as hard as the woman wearing them” designs. Even the pandemic hasn’t stopped her from moving forward with the launch, this month, of an e-commerce component to her website.
Just on a technical side note, I did want to let all you listeners know that Nellie and I did our interview over Zoom video. So don’t be surprised by a couple of very minor audio issues and the sound of Nellie’s very friendly dog Mika barking with excitement while we chat. Also if you happen to be more of a visual learner, feel free to head over to my signature YouTube channel to watch the video version of this podcast in action.
Now, for all you future fashion designers out there my advice would be to take a page out of Nellie’s playbook. She launched her brand in the wake of the 2008 recession but since then she has continually been punching above her weight to create a knockout brand that has the potential to go all the way.
Image by Alec Kugler.
