Over the past several years, sustainable clothing has been hugely popular. Even major retail companies, such as H&M, have been putting out sustainable clothing lines. Former Urban Outfitters and Free People designer, Lizz Wasserman, has actually created a brand that is entirely sustainable. From using organic fabrics and low impact dyes to even powering the car with recycled waste veggie oil, Popomomo, has now become a popular eco-friendly fashion brand. You might be wondering... "Popomomo"? What does that even mean? I had the chance to interview Lizz Wasserman to ask her about the meaning behind Popomomo and other questions about herself and her brand.
How did you get into fashion?
I was always into design, but fashion has a um... silly reputation. In college, I found myself torn between sociology, art, and clothing design. After college, I decided to give myself a year to see what fashion was all about, and I got a job at Urban Outfitters/Free People in an administrative design job. And then one of the knit junior designers quit and I kind of talked my way into the job. I learned everything on the job there. It was a really awesome and creative place to start.
Who or what inspires you on a daily basis?
Contemporary art, culture, fiction, history. The New York Times on a Sunday is fodder for a million collections. The last collection was inspired by the 70s writers, Eve Babitz and Patti Smith. The next one is...top secret... but has a Milwaukee tie-in for the first time!
I see you are from Milwaukee and graduated from University of Wisconsin. It feels that it's hard to get into the fashion industry being from the Midwest because of the lack of resources. What advice do you have for Midwesterners who want to get involved in the industry?
I don't know if that's the case. I have good friends that are successful in design from the Midwest. You have to want it and be smart about it. It's like with everything... you have to hit the ground running, and yeah, you probably have to run faster because if you go to school in the Midwest, you aren't getting the same experiences. However, that's not a bad thing. Growing up and going to school in the Midwest allows you to make up your own mind about most things and not just blindly follow trends. You have to love design, want design, and be willing to admit you don't know anything and are willing to do anything to learn everything.
Popomomo stands for post-postmodern movement. What does that exactly mean?
Post modernism and post-postmodernism were ideas/paradigms that I was interested in during college, where I studied sociology. To cliff notes it: post modernism is the period after the black/white/right/wrong period of time and the time where position was relative. I think you have to take a stand that not every position is okay. I think you can have certain aspects of right and wrong in design (and in sustainability).
What is the ideal Popomomo girl like?
The ideal Popomomo girl is the girl that likes Popomomo! It's a quirky, creative, open-minded, confident girl.
What inspired you to create Popomomo? And what inspired you to create an eco-friendly brand?
When I left Free People, I went to a design job in NYC and I was designing things that were being sold in units of 100,000. And it was kind of gross being at that scale and not as creative as promised. I started Popomomo to give myself creative freedom and show that sustainable design was possible.
How do you feel about the sustainable fashion industry right now?
It's still hard, but it's getting better. I think when I started, there were major fabric limitations, but they're lessening. A problem now, I think, is that sustainable isn't "cool" and we are supposed to downplay that fact that every decision that goes into Popomomo is purposeful. I've never thought that these decisions were cool or uncool. They are things that every company needs to consider.
Where do you see the future of eco-friendly fashion going?
It needs to be more mainstream, meaning all lines need to be sustainable. And it needs to be way less mainstream, as in if people ask me if I make yoga clothes (because I'm a sustainable designer), I want to scream.
Where do you like to shop and what brands do you like to wear?
I mostly wear Popomomo and vintage. I also make experiments that wear until they either make it to the line or to the giveaway pile. I don't buy new leather unless it's sustainable and I would never buy fur. Even with vintage, I buy pieces that are quality and made of quality materials. I also love, respect, and wear my friends' lines: Margarita Saplala dresses, Lauren Manoogian jewelry, Cri de Couer shoes, Collina Strada bags, Blood is the new Black tees. I always try to convince my friends that if they quit their H&M or Forever21 habits, they can buy an up-and-coming designer piece every month or so. Totally worth it. And have you ever looked in a closet of all Forever21 stuff? Looks like total crap after six weeks.
I browsed through Popomomo and saw a lot of clothes that are super cute! I encourage everyone to check it out at boutiques across the nation or online at popomomo.com. Big thanks to Lizz for taking the time to answer the questions!
