From Art to Business: Navigating the Designer’s Journey
Esteban Julian
An Interview with SEEING RED.
SEEING RED: https://www.instagram.com/_seeing_red__/?hl=en

Esteban: Thanks for joining me today, Fred. Let’s dive into the brand. I know there’s probably plenty of information out there for those who want to dig deep, but could you give us a brief introduction to you, your background, and how Seeing Red came to be?
Fred: Sure! I’m 26, and I grew up just outside of London. I’ve been living here for the past seven years, and I studied fashion at Westminster University. Seeing Red actually started around three or four years ago while I was still at uni. It’s been a gradual journey, but the seeds were planted during that time, and it’s really evolved into what it is today.

Esteban: What’s the creative vision behind Seeing Red? In business terms, we might call it a “value proposition,” but for you, what was the driving force or the need for expression?
Fred: For as long as I can remember, I’ve always had this hunger to create. I found my love for sewing around 14 or 15, and that medium became my outlet. As I progressed in school, especially during my foundation year before university, I explored textiles and different creative practices. My first collection was very inspired by workwear and fishermen, with hand-painted and waxed garments. Those were the early days of Seeing Red, though a lot of that creative freedom felt lost during my time at Westminster, where the structured approach to fashion design kind of pushed me into a mold that didn’t fully align with my vision.

Esteban: That’s interesting. It seems like you were able to retain a lot of that raw, original identity despite the pressures of fitting into a more traditional fashion framework. Your work now seems consistent with your initial creative direction. Do you think not being overly influenced by trends or external forces helped you stay true to that vision?
Fred: I think you’re spot on. There’s definitely a pressure, especially in a place like London, where you’re constantly surrounded by people referencing big brands or iconic designers. I came into it from more of a maker’s perspective, rather than as someone who was deeply entrenched in the fashion world. For a while, I felt a bit out of place, but over time I realized that when you just focus on making for yourself, that’s when your work is the purest and most true to you.

Esteban: So, tell me about the journey of Seeing Red. Where are you now, and how do you see the brand evolving?
Fred: It’s always evolving. I like to think of Seeing Red more as a platform for creative exploration rather than a traditional brand. That said, there’s definitely a structure and identity forming around it. I’ve been living off the brand for four years now, so there’s a balance between creative freedom and the reality of running a business. You start to realize that certain staple items, like the hats or hoodies I make, are what keep things financially sustainable, even though I’d love to focus purely on the creative side.

Esteban: That’s understandable. What about the production process? You’ve mentioned that you’ve been working in a relatively small space. How do you manage creating these pieces while scaling the brand?
Fred: Right now, it’s still pretty hands-on. I create collections and offer a lot of one-of-one pieces, often on a commission basis. Someone might see something I’ve made and ask for a variation or customization, which keeps things interesting creatively. Recently, though, I’ve started to realize the need for more scalable pieces—things that can be made in larger batches while still retaining the essence of Seeing Red. It’s a shift, but I think it’s a necessary one.

Esteban: That’s a smart move. Speaking of challenges, what would you say has been the toughest part of this whole journey?
Fred: It’s definitely been a juggling act between the creative and business sides. I love the creative process, but things like emails, marketing, and logistics can be draining. I’m learning, though. I’ve got a few people helping with financials and web management, but most of it is still me. Letting go and trusting others to handle parts of the business is tough.
Esteban: Have you ever thought about bringing on a business partner to handle that side of things?
Fred: Funny enough, I haven’t seriously considered it until now. It could make a lot of sense, especially if it allows me to focus more on the creative side. I’ve always been wary of giving up too much control, but the way you’ve framed it makes me think it might be the next logical step.

Esteban: I think it’s something worth considering. The right partner could free you up to focus on what you love most. As a last question, if you could go back and give yourself one piece of advice when you started, what would it be?
Fred: I’d tell myself to ask more questions. Don’t be afraid to reach out for advice, and don’t feel like you need to figure everything out on your own. Also, make sure that whatever you create is something you’d personally want to wear. If you don’t believe in it, no one else will.
Esteban: Thanks again for your time, Fred. This was a great conversation, and I think people are going to find it really valuable.
Fred: Thanks so much, Esteban. It was great chatting with you.

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