Spotlight // Apliiq
Clothing is a physical extension of ourselves so why are we confined to what others design?
Los Angeles pulses with creative, individual expression so it’s no wonder that Ethan Lipsitz’s revolutionary apparel brand, Apliiq, was born here. Apliiq takes everyday basics and lets you customize them with colors and textures selected from their vast, ever-changing collection of rare, deadstock, and recognizable fabrics. You design it online and your piece is handmade to order at the workshop in downtown Los Angeles; a brilliant marriage of manufacturing and technology that makes shopping for clothes an entirely different experience.
Read on for our interview with Apliiq founder Ethan Lipsitz.
What was your inspiration for Apliiq?
I was most inspired by seeing my mom make things when I was a kid. There were always cool little fabrics lying around and I would stitch them onto my solid hoodies. I enjoyed the feeling of wearing something I had my hand in. Not logo- or brand-driven, but unique fabrics and patterns.
I also love how the customization process gives things new life. It’s not only creative consumption, it’s meaningful consumption; a translation of one’s story.
Where do you hunt for fabrics?
While our fabrics are sourced locally for the most part, they also come from all over the world. We’re constantly getting new prints from people traveling and we partner with artists who create prints.
How do you determine which fabrics make the cut?
We like fabrics that have a story and speak to tradition and history. We look for fabrics tied to culture, whether nationality or time period, and look at origin, of course. And there’s such an amazing history of patterns that have been around for centuries: paisley, houndstooth, seersucker. Patterns so entrenched in fashion have their own unique stories to tell. The fabric is art.
How did you turn your idea into reality?
There was a distinct time after moving to L.A. when I thought about getting a job part-time while doing this on the side. I was meeting a lot of people and the concept of aspiration was really omnipresent, but I struggled with it because I felt like it meant you were waiting for something. I was doing it already. So I named myself an entrepreneur. Not a designer, but someone who turns ideas into a business and I kind of just owned it. It was a mental shift.
I came to L.A. with some support from my family and said I’d give myself a year. I started selling on a website called Karmaloop and began making sales. I brought on an intern and moved into a space downtown. So it’s been incremental.
What’s the one thing that has made it successful?
For me and for most people, I think success is one of those treadmill things. You’re always chasing something out of grasp, but it’s important to remind myself that success is being grateful. I get to work on a project that I started. I get to work with an amazing team, investors, people who believe in this idea, amazing customers. Success is one of those things that’s hard to pin down. Many are focused on goals and I’ve always been focused on appreciating where I’m at and making where I’m at better all the time. Process and journey over end game.
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Do you have a favorite piece?
I customized a club jacket with a great vintage flag fabric put on sleeves. I wear it all the time, it’s my pride and joy. Before that, there was a denim jacket I wore constantly.
What’s the most rewarding thing about your work?
People. The customers are my favorite thing. I love interacting with them, hearing from them, understanding their story and why they come to Apliiq, what they think is special. It’s so rewarding to have built something that people want to be a part of. It’s more than just a physical thing-it’s a place for people to play and be creative.
Visit Apliiq to shop, customize, and get lost in fabric heaven.
Follow them on Instagram, Twitter, Tumblr, and Facebook.
Photography by Shanna Fisher.
Words by Christi Thompson.
