January 12th, 2011
MAKING OF THE BRAND
Lynn Husum, one-half of the Appaman team gives us an inside peek into their success.
Ever wonder how some brands just have it? Worn by every kid in the neighborhood not to mention every kid in Hollywood? Us, too. Which is why we sat down with the lovely Lynn Husum of Appaman and asked her a few burning questions we had about the brand she launched with her husband, 7 years ago.
PSS: Tell us a little about Appaman and the history behind it. What did you do before the company started? Before Appaman I was a Family Nurse Practitioner. I worked in the city with the under served population. It was a rewarding job but incredibly draining. When you have children and are care giving at home it is difficult to do that for a career too. When I met Harald a few years prior to moving to NYC I was working in the jungle in Guatemala, living in a Mayan village delivering babies, and sewing up machete wounds. It was real bush medicine and unbelievable.
Appaman started as a T-shirt company 7 years ago. We never dreamed it would evolve in to a full scale clothing line but every season we wanted to expand into different categories and it just grew. Neither Harald nor I had any experience in the garment world but we knew what we liked and figured out ways to create those favorite items.
When we started there were very few companies doing what we did but over time the industry grew and young parents were demanding more style and fashion at a reasonable price and we were happy to supply this for them. The industry is great and there are many companies that started around when we did so we have all grown up together in the last few years. It is a great crew to be a part of and we feel lucky to have such creative people to share this journey with.
PSS: What is your favorite piece from your current collection?
The current Fall/Winter has many favorites. My favorite coat is the new Polar Jacket. It is really a great piece for both boys and girls. It was marketed for boys but looks adorable on the right girl. I also love the long puffy coat for girls. It is a great jacket and whenever I see it in the neighborhood the little girls wearing it look like true chic, city kids.
The Spring collection has a skinny mod suit for boys that is so awesome. At the photo shoot I was dying when the little boys put it on. They looked amazing and I was in such awe that we pulled it off. It sold really well and tons of parents were begging for the sample.
PSS: When did you launch the infamous Hooded Puffer Coat?
The Puffy coat was launched in Fall/Winter 2008. We love the design. It basically is a classic with our own twist. The fitted hood and pocket placement make it different yet so familiar. When the first black samples came in we tried it on our then 2 year old. She looked like this little curly headed Michelin Man and we knew it was going to be a huge hit. It retails for $98 and can be purchased at lilswanky.com or at any Area Kids store in the NYC.
PSS: Were you simply designing a great winter coat at a great price or did you realize that there was a need in the market?
We knew the puffy coat was in great demand for adults since everybody and their mother was wearing them but the versions for kids were not very interesting and many had weird shapes. When we designed this one we wanted a real bubble / bomber jacket feel. We added details we thought would work and kept the whole silhouette very current. The end result was super cute and we have barely changed it from it’s original look.
PSS: It seemed like every celebrity kid was wearing that coat last winter, was that something that was planned?
If we had the means to control what the celebrity kids wore it would be perfect but alas we have gotten real lucky. They have good taste and we make cool clothes…the perfect marriage.
PSS: Tell us a bit about the new line of accessories that goes with the outerwear
We dove into the accessory market and it is such fun. we made a nice collection of hats for fall and coming in the spring we have flip flops and summer hats. We just finished fall 2011 and the accessory line is huge, adorable and super fun!
PSS: Aside from Appaman, what are some of your favorite kids lines?
I am a big fan of the Dutch line, Kidcase. I love Claesen‘s for underwear and sleepwear. I think the French line Finger in the Nose does a great job. Imoga has beautiful dresses that are comfortable and chic. HiHo Batik has a great look that my girls love to wear and reminds me of my youth. There are many cute lines that I love but my kids are partial to the little red monkey…Good thing they know the owners.
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