Windy (aka Sam Windridge) is one of the co-founders of Avalaan, alongside Logan Hall. Some might describe him as 'the product dude', some might describe him as 'the better half'. Others might think Windy is a quiet and reserved character, and some know Windy is as chilled as a 'flinstones' popsicle on a summers day. But under this calm exterior is a highly accomplished, driven fashion designer with a keen eye for business and a good understanding of how hard one has to work to make a business work.

I don't know how Windy manages it, but he designs about 2 products every 3 days. So thats about 200 in a year! Give or take. There are a lot of products that get designed and never make the production line for whatever reason. But, not only has he become a booming fashion designer in his own right, learning pretty much the whole game from 'scratch' but he also deals with the logistics, importing, freight, costings, samplings, and anything to do with production. So he is Avalaan's silent warrior.

We managed to catch up with Windy, amogst his hectic non-stop schedule of design and sample periods, factory visits and general 'shenanigans' to find out what makes him tick and how he deals with the pressures and joys of starting your own label.

What does Avalaan mean to you?

Avalaan means so much to me. But i suppose its a way to express myself as well as build something which will lay the foundations for the rest of my life and hopefully others'. Avalaan means not working for the man, not following every other sheep around and not buying into all the bullshit! Most of all it means fun, friendship and it proves that good things will happen if you believe!

Where did it all start, and would you start again if you had too?

I think it was a rolling project or idea for a while, an idea that turned into something a lot bigger! Logan and I met in France some years before it all kicked off, and we shared a common passion for creativity and working outside of the system (as best we could), and really wanted to shine the spotlight on all the creative peeps we had met along the way from skiers to artists, skaters to photographers. I suppose it all really kicked off around my pool table in Brixton, London where we started to draw up the first Avalaan designs. From here we moved to Morzine so we could ski and snowboad, but it was too hard to achieve what we needed to from the mountains at that time. So we had to return to Bristol, UK. This was a great move for us personally and for the business. We have never looked back!

I am not sure if would do it all again!! Probably not because it would kill me.... hahaha (Windy says with a knowing laugh). I think our naivety was a blessing in disguise; it’s a hard question because now we know what to do so it would be a whole load easier. I love the position i am in, but it has been really hard to get here... 

How has the Avalaan evolved since conception?

The brand has definitely evolved over time, as all good brands should. If you don’t strive to evolve and change, your shit becomes stagnant and boring. Evolving is key as it provides originality and a constant freshness throughout what we do.

So lets talk about Avalaan's AMAZING Product...

Product is key, as it is the basis for the company's existence. So it’s massively important to start with good, quality product. If you have a great product you have a solid platform to build the rest of the brand. Product is everything and it needs to be right, but without all the other areas of the brand a tee shirt is just a t-shirt.... if you catch my drift.

My main aim is to design high quality, well made product with fine detailing, originality and something different from the norm. There are so many brands that just seem to copy each other and they all start to look the same. This is not what I want from Avalaan product.

So what is your daily routine..?

Get into work at 9, set up the shop and make a cup of tee/strong coffee if needed. I then get some emailing done before opening the shop. Once the staff are in I get on with sampling current ranges and designing for future ones, making graphics for ad’s, websites, catalogues, meeting with artists – generally designing shit.

Do you get time to do the things you love?

At the moment not as often as I like. I suppose i could do with more time snowboarding, painting, travelling... but hey, couldn't we all... but It’s all good as those things will come again. I love my job so that’s a start…………….most the time!

How complex is it to design a product?

It depends on what the product is really..? Designing a tee shirt is going to be less complex than designing a snowboard jacket but it is not necessarily much easier. Sometimes getting the simpler things right is tricky, Less is more and all that jazz………….a single product goes through 3 stages of sampling, fitting, colour, and then final sample. Once the final sample is approved a salesman sample set can be made to sell from.

Do you ever think that you don't get enough credit for your work?

Yes of course but this is the same for most jobs. Lot’s of people perceive designing clothing to be straight forward but they do not take into consideration we are designing the ranges well over a year in advance and unfortunately for us you do not just hand over your designs and get perfect samples.

The sampling process is massive and the level of fine detailing needed is unreal. People have no idea how much work goes into producing a piece of clothing and take it for granted (hence you can buy clothing for peanuts from the high street and people love it!). If they understood the workmanship put in I bet they would think twice about buying that £5 tee shirt from Primark………..(or understand that some poor 5 year old kid has helped sew it together). People need to be educated about this……….

What influences you in your product design?

I was skating every day when i was growing up, and we would not go out anywhere without our skateboards. Hip hop music, London and New York....

Also my father, who taught me to ski when i was young, and then I went on to teach him to snowboard when he was 44.

As a teen I was really into the cool brands and going to skate shops and fashion shops looking for fresh threads. I think this is due to looking at so many skate and snowboard magazines and movies whilst growing up.

My mom is also a designer and has a passion for clothing, she spoilt me with nice garms…………

So what is next for you and for Avalaan's product?

Just to keep on improving the core product whilst widening the scope of clothing that we offer. It would be nice to offer a wider variety of product to cover all areas; I am interested in developing woven shirts and knitwear as well as accessories and headwear. Possibly look at denim also as we move forward……….

10 years from now..

Well I will be 36, so running offices/shops in the city but also by the mountains and sea. Travelling around the world designing product and looking for the next location to spread the Avalaan love…………

Last words...

Don’t start what you can’t finish...

Peace

Windy