More and More Knickers

It seems everyone is coming out with knickers these days. I’m talking about the loose, fashion-meets-function “lifestyle” variety. New out of the box clothing companies, as well as old-school death and resurrection outfits, gucci outdoor brands, soulless bag companies, etc. They’ve all got their version of the knicker, the manpre, the shant, or whatever you want to call it.

So how do I feel about competition in the market place? I want people to ride bikes and I see clothing as a tool to do just that. If there are more and more intelligent products and services out there to get the job done, then I’m behind it. Funny enough, despite the new crop of knickers, 2006 was a banner year for Hypnotic. Thanks for that.

I only have two products - men’s and women’s knickers, in four sizes each . . . that’s eight SKUs total folks. I used to do jackets and vests, but found the black knickers to be my bread and butter - my signature piece. I’ve been doing this for six years. I like it simple and I don’t like filling the pipeline with a bunch of extraneous crap.

But in order to survive, going forward I know I have to diversify and mix things up a bit. But with what? Does bike culture really need more merino wool products? More bottle openers? I recently read Yvon Chouinard’s Let My People Go Surfing and it got me thinking about a couple things. By the way, Yvon owns outdoor clothing juggernaut Patagonia. This book highlights some of the product design, production, distribution and image philosophies behind the brand. As for the product part here’s a list of guidelines:

1. Is It Functional?
2. Is It Multifunctional?
3. Is It Durable?
4. Does It Fit Our Customers?
5. Is It as Simple as Possible?
6. Is the Product Line Simple?
7. Is It an Innovation or an Invention?
8. Is It a Global Design?
9. Is It Easy to Care For and Clean?
10. Does It Have Any Added Value?
11. Is It Authentic?
12. Is It Art?
13. Are We Just Chasing Fashion?
14. Are We Designing for Our Core Customer?
15. Have We Done Our Homework?
16. Is It Timely?
17. Does It Cause Any Unnecessary Harm?

These are good. Really good! Some speak for themselves and some need to be fleshed out (read the book). Suffice it to say, I agree and associate with all of them. As for the going forward part, it’s guidelines like these, loosely floating in my head that guide my actions.

I’ve got a new project I’m really excited about. I’ll be collaborating with a local Portland artisan. The goal will be to turn excess Hypnotic material and/or scrap into a stylish and functional accessory line. It should measure up to all of the guidelines listed above and then some. I’m not going to give anything more away. Just a couple concepts there to wet your collective whistles.

Cranky on 11.22.06 @ 11:56 AM PST [link]