I was driving through Williamsburg with my friend Sumeera, founder of Madesmith, when I first met Karina Kallio. From across the street, we saw Karina walking down the sidewalk in a black shift dress that perfectly flattered her midterm baby bump. As I got to know more about Karina over dinner, I learned of her design background, her Australian roots, and her growing children’s company, Kallio.
After recently reaching her Kickstarter goal, Karina will soon be opening a workSHOP space in Brooklyn to act as both a studio and a retail space to accompany her children’s line. As she just delivered a baby boy about two weeks ago, it was especially lucky to be able to feature her story on the blog this week. Enjoy.
Factory45: How did you come up with the idea to turn men’s dress shirts into children’s garments?
Kallio: I worked as a menswear and womenswear designer for 10 years, and was inspired to create Kallio because I saw first-hand how much waste we were creating as an industry. In creating Kallio, it was really important to consider the line’s entire lifecycle, without compromising on quality or style. Kallio is 100 percent made from men’s shirts, and is sourced, designed and manufactured in New York to support local industry and reduce our carbon footprint. Once in the hands of our customers, the label on our clothes encourages them to consider how they care for it: “Wash only when stinky. Machine wash cold and line dry. No bleach nor dry clean. Repair holes. Hand it down.”
There are several reasons why men’s shirts work so well for us. First, they’re usually made from high-quality fabrics in great patterns and colors, and those details are really important to our brand. We also only use materials that are 100 percent cotton or denim (so they can be easily recycled too), and you can find that quality more readily in men’s shirts. They are also less fitted than women’s tops, and the loose shape works really well to create our line of unexpected, modern classics that kids can be kids in. Lastly, I thought it would be nice to bring dads into kidswear in an unexpected way; we preserve the shirts’ original detailing to hint at each garment’s story, and encourage conversation about where our clothes come from.
F45: What has been the biggest challenge in your supply chain?
Kallio: The biggest challenge was finding a factory that would sew our garments — as each garment is truly ‘one of a kind’ made from a particular upcycled piece, many of the factories wanted to charge sample prices, which wasn’t sustainable for us.
F45: How did you find the sew shop you currently work with? What has your experience been like?
Kallio: It was a total happy accident. I was supposed to meet with another factory owner and she was late for our meeting. Just down the hall was another factory that I went to ask for a piece of paper to leave a note for the lady I was meant to meet. That factory owner asked me what I did, and I showed her my work. She immediately saw the potential of the brand. She told me that only the week before, a 300 shirt order had been rejected by a customer as the grading had been incorrect. So she was left with 300 shirts and no place for them, so they went into the trash. She did me a favor by taking on my business, and we’ve been working together ever since.
F45: What has been the best method of marketing for Kallio? What hasn’t worked as well?
Kallio: Over the years, through our trade shows and from my experience working as a fashion designer, I’ve been really fortunate to work with and meet wonderful people around fashion and lifestyle, including writers and bloggers. Their support, as well as the support of family and friends via simple word of mouth has been really great for us and gotten our name out there. A host of writers and bloggers have also been generous with their support and featured Kallio in their publications and blogs. But it has definitely taken a lot of time on our end to reach out to each contact directly with interesting updates about Kallio that will appeal to their specific angle and target demographic. If you’re asking for (free) coverage of your brand, it’s really important to demonstrate to the writer that you’ve taken the time to craft a story unique to them. It’s also nice to check in every once and a while just to say hi, or share an article they may find interesting.
F45: What is your best advice for aspiring designer entrepreneurs who are just starting out?
Kallio: Don’t be afraid to ask for advice from people who have “been there and done that.” You may be an expert in your field, but a business has many facets and the more minds you can glean the better. But at the end of the day, you are the boss and so it’s important to follow and listen to your gut and heart.
Want more from Kallio? Check out the e-commerce store here.