the fab four
Clothing Line
Ayako Igari vlv style Ayako Igari has a penchant for traveling, and hoped to channel her enthusiasm for exploring into a business that captured the spirit of her outlook. The 28-year-old, originally from Tokyo, always enjoyed visiting new places. An opportunity to travel abroad after her college graduation led her to experience several new cultures (bringing her “countries visited” total to a whopping 36). Over the course of her journey, she kept her ultimate outlook of savoring great moments consistent… “viva la vida” or “live the life!” When Igari returned home to Seattle, she decided to pursue a goal she always wanted to achieve… create her own t-shirt line. Vlv style was born. Eager to get started, Igari dove right in, reaching out to t-shirt companies and graphic designers. She grew from mistakes along the way as she built her brand, “I didn’t take the proper in making a business plan,” she says, “I started with a lot of inventory, not realizing that it’s hard to sell t-shirts in a saturated market.” Through a multitude of marketing events, Igari
learned one of her most important lessons: don’t be afraid to ask questions. “Reaching out to people in your business is key,” Igari says. “There are other people who are established entrepreneurs and really want to help you out.” Vlv has grown steadily, and Igari’s next challenge is getting her line in more stores (she currently sells online and at retailers in the Seattle area), while working full time as an academic coach for a youth basketball team. Igari also realizes that an important part of being a positive inspiration is a sense of social concern. When a close friend’s mother underwent chemotherapy for breast cancer, Igari decided to dedicate a line of vlv style t-shirts to breast cancer awareness. “I saw girls who were being so strong for their whole family,” Igaria says of her friend and her sister. “It inspired me to give back.” A portion of the proceeds from the pink ribbon edition t-shirts benefit Komen for the Cure. The special line fits in perfectly with her motto. “My ultimate goal, she says, “is to inspire young women to be their best by living their life fully.” T-shirts ($23) and tanks ($24) are available at vlvstyle.com
Ayako Igari
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LIONESS AUGUST 2012