TLS: How did you become the SMU (Special Make-Ups) Designer at Hurley? What is your background?

SW: Well I used to design/own a clothing line called Status Foe and I started working for Hurley about a year ago through a friend who works here. The transition of going from Status Foe to Hurley is a long story though...

TLS: In your position, you work with major accounts to produce styles that are exclusive to that retailer. What level of autonomy are you given in design?

SW: So I work with all the major accounts and collaborate more or less on what is working for their stores, and I am given a direction in what they need and want. I then design it and we get a sample made and if they like it they buy a bevy of them. I like to think of it as the cross-polination of my mind and the stores minds.

TLS: What is the hardest part about your job?

SW: As a designer, the hardest part is creating product that I enjoy, and would wear, and that the consumer/store is able and has a desire to buy for their target price. It is a balancing act of art and commerce.

TLS: What's your favorite thing about working for a company like Hurley?

SW: Well, a steady paycheck for sure, playing ping pong, surfing at lunch, social gatherings and shindigs, free clothes, and the people.

TLS: What is your favorite thing to design and where do you draw your inspiration from?

SW: I like designing anything really that stimulates my eyes and that I would wear. I draw inspiration from traveling, magazines, art, movies...dreams.

TLS: Who controls the IPod station in the design room and what are some of the bands you have on regular rotation?

SW: The tunes are always a battle, a lot of people use headphones. I recently got speakers...there are about 4 of us that battle for DJ on a daily basis...I have been listening to DJ Shadow and Krush, Kid Loco, Bonobo (lots), and tommy guerrero.... also Tosca, Sigur Ros, Radiohead, The Knife, Four Tet [ed note: drive through the hills to this...Rounds is unbelievable], and have been listening to The Darjeeling Limited soundtrack.

TLS: Hurley seems to be a company that is redefining itself design-wise. What was once a very surf-oriented brand seems to be branching out to more fashion pieces. I know that this seems to be the case for many 'Action Sports' brands but how do you feel about the direction that Hurley is heading?

SW: That is a million dollar question. I say let the consumer define Hurley. We are what you think we are. Hurley is a brand that is very rooted and is the same today as it was years ago...keeping this in mind the brand will continue to strive after: Surf, Skate, Art and Music.

TLS: How important is it for the design staff to be truly comprised of creative individuals, and not just people trained in the creative industries?

SW: That is an interesting question...to that I would have to answer by saying that ideas are always better than talent, but having both is perfect harmony. You can't teach creativity...it is innate.

TLS: What are some of your favorite brands?

SW: I seem to give everyone a different answer for this one: I like G-Star, Paul Smith, Insight, Martin Margiela, Trovata, Ever, and Iron Army.

TLS: You have some new projects in the works - care to enlighten our audience?

SW: I have some side projects I have been working on. I started a blog, seanwoolsey.com a couple of months ago, where I document my discoveries and other interests. I am starting an online store soon:  ecoindie.com.

I have a couple of other things in the works as well but can't disclose them at this time.

TLS: So anything you want to leave our readers with - a funny or interesting story - a shameless plug ? You can do all of the above.

SW: Twenty years from now you will be more disappointed by the things that you didn't do than by the ones you did do. So throw off the bowlines. Sail away from the safe harbor. Catch the trade winds in your sails. Explore. Dream. Discover.

Comments (0)