Own magazine dropped an interview about OntFront. And here it is...:
Recently OWN's Nick Spain had the opportunity to interview two of it's partners in crime, Mr. Tomas Overtoom and Liza Koifman of the Dutch label OntFront. The brand recently opened its first store in Amsterdam. We could tell you about it's funk-inspired style...or about the impeccably designed in-house clothing...or about how Amsterdam just shot to our #1 travel destination solely because of the store...but we'll let the interview and pics speak for themselves.
*Ont Front Fall/Winter 2010
Q: So Tomas & Liza, what is your background in the fashion world, and how did OntFront come to fruition?
A: Dutch menswear label OntFront was founded by Liza Koifman (head designer) and Tomas Overtoom (creative producer) in 2007. We are both self taught within the fashion industry. Liza studied Art Direction (Film Academy) and Tomas was creative director of www.offschedule.nl (fashion event).
Q: What is the inspiration behind OntFront?
A: OntFront is a clear mixture of tailoring and our contemporary vision on streetwear. The badboy and the gentleman.
Q: What sets OntFront apart from other clothing stores?
A: The OntFront (multi-) brand store has a unique lay-out. The store is designed together with retail architect ADA design. The inspiration comes from the zazous. A subculture in France during World War II. They were young people expressing their individuality by wearing big or garish clothing and dancing wildly to swing jazz and bebop.
The OntFront store also has a unique collection of brands: OntFront, Spyker, Sopopular, Filling Pieces, United Nude, Vanwell, Fromanteel, CNMN, Von Eusersdorff and Pasotti Ombrelli.
Q: What is the store's ideal client and aesthetic?
A: The ideal OntFront clients are men between 18-40 with a creative profession (artists, designers, art director, musicians, architects, etc.). Our customers are sophisticated, dandy, outspoken, extrovert, worldly and street smart. They have an eye for detail, design and ahead of the trends.
Q:What are some of your favorite labels that are being carried in the store?
A:OntFront, Spyker, Sopopular, Filling Pieces, United Nude, Vanwell, Fromanteel, Von Eusersdorff and Pasotti Ombrelli.
Q: How does the fashion climate of Amsterdam differ from the fashion climates of other major European cities such as Paris or Milan?
A: The Dutch customer is more focused on comfort. They think more practically and usually don't want to spend a lot of money on fashion. Boutiques like OntFront are quite unique in the city. We combine fashion, comfort and a reasonable price to meet our client's needs.
Q: What is your ideal goal for the store within the next 5-10 years?
A: This store is a pilot for many more to come on an international level.
Q: Are there any big events/projects coming up in the future for either of you or OntFront?
A: We have different events on a regular basis. Exhibitions, product launches, fashion shows (Amsterdam-, Hong Kong- Shanghai fashion week), trade shows etc. Check out our blog: http://ontfront.blogspot.com/ to stay updated.
Photo's by Ruben Solognier & Sicerow