HipStitch™: Bringing Runway into Everyday!
HipStitch:
Bringing Runway into Everyday
Q&A
session with Michael Jolly, designer and HipStich inspiration
Q:
First of all, what's HipStitch?
MJ: HipStitch is a series of embroidery patterns
with instructions and iron-on transfers that are delivered in kit
form. Each pattern pack delivers a series of designs that teach
and inspire a new generation of stitchers to create fantastic fashions
by adding their own embroidery to pre-purchased garments. HipStitch
can be used to embellish a variety of surfaces ranging from Denim
to linen skirts and jackets.
Q: Why did you go this direction for the
program/product line?
MJ: The embellished trend in fashion has been gaining
strength for several seasons and has been seen from the catwalks
of European fashion shows and fashion magazines all the way down
to the discount chain stores of the U.S.
We wanted to create a line of stitchery kits to teach stitchers
how to embellish clothing and fashions with embroidery--saving them
tons of money and giving them the great pleasure of wearing something
they know they stitched themselves.
Q: What is your design background---specifically
as it relates to fashion and stitchery?
MJ: Art major... Illustrator... started off in Fashion
Illustration and designing both handbags and evening wear right
out of college. I always loved and followed fashion closely. I grew
up with a mother who embroiders and I learned to stitch at age five.
I collect antique needlework, linens and vintage clothes. I love
that these beautiful things that women spent so much of their time
on have survived because they are treasured.
Q: How is it different than what is out there
now?
MJ: HipStitch designs are designed for the woman who's
looking to make a statement with her craft. It's different from
other current embroidery products because there are large and small designs with unique
flair, fashion conscious up-to-the-minute style, and looks you would
see in New York or on Melrose.
  
Q: How are you the force behind this design
direction?
MJ: I had the concept or idea for HipStitch for several
years and was just waiting for the right time to launch it. Embroidery
as an embellishment has steadily come on strong for several seasons
in all the major fashion magazines. I thought it was time that women/stitchers
had something new to inspire them to create beautiful fashions.
I wanted to spice up embroidery! Show women that they
can take something as time honored as needlework and fuel it with new designs to create something relevant to their
lives today. Do
something really nice for yourself--learn to stitch--you can take
it with you anywhere. It's relaxing and when you're finished you
have something you not only can show off but treasure for years
to come.
Q: How does HipStitch appeal to a younger audience or a beginner
stitcher? 
MJ: All of the stitches used to create the projects are
super easy to learn and it's a fast process. Iron-on transfers make
it easy--simply cover the lines with the stitch of your choice,
in the colors you choose from the custom palette or go out on your
own and get really wild and creative!
There are 12 kits and 12 easy and fun to learn stitches that
will carry you through a lifetime of projects, from the
humble Cross stitch to the satin stitch we cover them all!
Q: What is the stitch book and what is the
purpose of the stitch book?
MJ: Two felt sheets create the wonderful little My
Stitch Book--perfect to practice all of your stitches and keep as
a reference tool for future projects.
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