San Francisco Voice

Dena Rose is a Bay Area fashion designer whose one-of-a-kind vintage items are beginning to pop up in the city at places like RAG Co-op in Hayes Valley. She got started in her career when she was just a kid, tailoring used clothes to fit her tall frame and to create her own style. Now she applies that style to vintage clothes that she finds in thrift shops around The Haight and elsewhere, creating a variety of new clothes inspired by all kinds of different things in the city (and elsewhere). Check out some of the work that she’s got highlighted on her MySpace page. And see what she had to say in her interview with San Fran Voice …

What’s the story behind your work? (You know, the story that everybody’s got about the first time that you altered a piece of clothing and knew that was the career for you or the way that you’ve worked so hard to get to where you’re at …)

You know its kind of funny, I used to shop at thrift stores, of course, and I used to get $40 to at the beginning of the school year in junior high for clothes. Well to save money (not to mention then you’d get two things for 1/2 off of $5.99) I used to buy those plaid polyester, old-lady skirt and pant suits. I’m pretty tall and the pantsuits would always be made for short old ladies with elastic waistbands and like a 16-inch crotch. So I would cut the extra inches off the top and make a waistband and add a zipper. And they would turn into what my grandma called peddle pushers or clam diggers, known about a year later as capris. The blazers were usually very long and square so I would make them have different length sleeves and I’d hem the bottom to make them bolero type jackets. I wouldn’t wear the whole suit at the same time and thought that I was quite awesome for integrating it so fabulously into my wardrobe of t-shirts and jeans. Kids would make fun of me, asking me things like “Where’s the flood!” asking if I was wearing my grandma’s clothes (which sometimes I was, and her jewelry too!) I think the whole experience just made me not care what other people thought! I was rock-n it anyway!

What can you tell us about the designs you are currently working on?

My designs are either vintage pieces that I have Re-Vamped or Re-Styled, to become more wearable or fashionable. I also make handmade items that use new and vintage fabric. I integrate these fabrics with new and vintage cuts/styles. I am trying to develop a balance between the urban appeal of fabrics and cuts, and add a bit of old time glamour to them. Nothing makes someone feel or look their best more than beautiful clothes, but nothing is more important then being comfortable!

How do you get your inspiration?

My inspiration can come from anything really, old movies, the shape of a flower, the color of the sky where it meets the ocean. I get most of my inspiration from the fabric itself. I won’t usually seek out fabric to use for a design; I instead find the fabric and let it inspire me!

How has MySpace helped you as an emerging designer?

So far all it has really done is work as an on-line portfolio. I have used it to entice people to let me be in a show or even in their store! It works great because you and your work can be displayed without the cost or hassle of having to show/send work to be seen in person. But I hope as I expand MySpace will allow me to showcase my work and have direct contact with my customers.

What should people know about the indie fashion scene in the Bay Area?

I am from the South Bay and I was really kind of nervous to try to break out in the scene in the city and even the East Bay. I was really surprised to find that ALL of the people I have met are so sweet, chill, and down to earth. I have seriously walked into stores sent e-mails, started conversations with people selling at fashion shows, and everyone has been such a doll! They are so willing to help and so encouraging! The fashion scene is really so open to your own interpretation. Just do your thing, try everything you’ve seen in fashion magazines, go with your instincts … stripes do go with plaids if you like the way it looks – that’s all that matters. If people look at you weird or make comments, then they just don’t know what fashion is these days!

Where in the city would you go to buy clothes? See new designs? Meet other creative people?

You know I buy a lot of things at buy-sell-trades and thrift stores. So of course you have the Haight/Ashbury for great shopping, food, music, fabric stores, people and fun! Also I was just introduced to Hayes Valley; everyone seems to say it’s the new hot spot for newcomers! The coolest thing about it is that every little shop has so much character, and it’s a great place to find one-of-a-kind things because a lot of stores do consignment, so you get one-of-a-kind designs from emerging designers. So you have a collaboration of artists and creative shoppers. The shop owners are great too because a lot of them started from the bottom and worked their way up, so you can find a lot of down to earth people!

Where in the city do you go just to spend some time?

You know as an out-of-towner, I love Golden Gate Park – it’s close to the Haight and it’s a great way to people watch! You never know what is going on there either … one time I went and there was an Orchid show at the Arboretum. It’s a natural inspiration spot, especially when you get lost in the city life!

What can you tell us about the co-op that you might become a part of?

RAG Co-OP (Residents Apparel Gallery) is a consignment co-op, where you can rent a space in the store to showcase your designs. It’s located in Hayes Valley on Octavia. The owner Blakely is one of the sweetest people that you will meet! I just started selling there last Friday, but it’s been around for, I think, going on four years now, and it’s the greatest little place! There is clothing, jewelry, accessories for men and women, and everything in the store is designed or made by independent designers! So there is always something new and fabulous to check out there!

What’s one other thing that we should know about your work?

Each of my designs is one-of-a-kind, because of the use of Vintage fabrics, patterns, and other used items. Individuality is important to me, as is our environment. Buying vintage or used items in a way is recycling; it helps cut down on our consumption of materials, and helps reduce waste!

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