First I articulated the brand’s story. I looked to the company’s roots in West Marin and began to develop the vocabulary for the brand aesthetic: rustic, sophisticated, and delicate. When you are out walking in West Marin, the air is fresh and the colors are intense but sun-washed. The wind creates a texture that is rough and rustic, yet the fog adds something obscuring and softening and even delicate.
I developed a color palette informed by nature yet sophisticated. I developed materials and fabrics that are subtle, with variegations and slubs. I developed trims and stitching that is small and unexpected and delicate and also rustic and humble. The process has been quite contemplative and as a result I feel that the collection could be described that way, too.
Now that I have developed several seasons and a foundational level across product categories, I am introducing unexpected color mixings and fabric weaves, such as dobbies, muslins, and new embroidery ideas. I am also designing an exciting new baby apparel collection that shares the collection’s spirit.Where is the line designed, where is it made, and in what ways is Coyuchi rooted in place?
When you touch something that was conceived to be used and touched and adored—and it just feels completely amazing.
Taking an old idea and using it in a new way so that it feels new and unexpected.
Amazing color.I heard you're 'taking Coyuchi beyond organic cotton'-- can you tell me about this, and why you're doing it?
When not writing, editing, or combing design magazines and blogs for inspiration, Jaime Gillin is experimenting with new recipes, traveling as much as possible, and tackling minor home-improvement projects that inevitably turn out to be more complex than anticipated.