Q&A: Garrett Gerson of Sjobeck
On March 19 at Fred Segal Trend in Santa Monica, Sjobeck showcased their 2010 Fall Collection. Made up of four friends from Malibu—Shelly Sjobeck, Garrett Gerson, JesseRay Vasquez and Lani Lupton—the California casual brand features a mix of classic staples and trendsetting pieces. Frozen in poses atop displays, the models rocked the night in muted plaid button-ups and loose-fitting cardigans. Although the looks are simple, there was no plain Jane in sight due to their creative layering of the pieces. As a DJ spun tunes in the background, onlookers got a taste of the line that is about to hit LA boutiques. Garrett Gerson, a Sjobeck designer, took a moment to talk to LadyLUX about his fall fashions.
LadyLUX: How did Sjobeck start?
Garrett Gerson: It started four years ago. It was me, Lani, Jesse and Shelly. We design on a ranch in Malibu. What we do is… We bring a lot of old, traditional Malibu and combine it with hip, contemporary, female style. We all work together as a team to make each piece.
How did you all come together?
GG: That’s a funny story. We all live in Malibu. We’ve been friends for a long a time. It’s always been something we’ve wanted to do.
What was your inspiration for the show?
GG: Conveying traditional Malibu with our fabrics. Traditional Malibu is very laid-back luxury. We take very masculine fabrics, which are the plaids, and we mix them with 100% cashmere.
What’s your favorite piece from tonight?
GG: The cashmere cardigan. It’s a fully-fashioned cardigan. We took the woven and fashioned it to the cashmere. We make everything here in the United States. We have a factory in downtown where they spin the yarn and weave it together.
If you could pick anyone, whom would you dress?
GG: Jennifer Aniston. She’s very much us.