designers
anton babich Ft. Wayne’s Fashion King.
TEXT by maria dickman + photograph by polina osherov Despite the summer heat and an ambitious business plan, Anton Babich never seems to break a sweat in his white loafers, embellished jeans, and boldly patterned button-ups. He’s as cool and collected at the Fort Wayne Starbucks he frequents while managing his fashion brands, and a slew of social media sites, as he is on the red carpet on a steamy Friday in June at Fashion Show 3.0, a showcase of five Indiana designers, the finale of which debuted the relaunch of Babich’s Anton Alexander menswear collection. As brawny men clad in an array of brightly patterned button-ups and coordinating slacks sauntered down the runway to the exultant cheers of the audience, it became apparent that Babich has created something truly special in Fort Wayne. Born in Kiev, Ukraine, Babich and his family immigrated to the northern Indiana city in 1991 to pursue “the American dream.” Now, twenty-one years later, the debut of his Anton Alexander line is a testament to Babich’s vision and ambition. Babich’s resume is diverse — reality television show host, automotive salesman, realtor, marketing professional, and freelance graphic designer — but his passion for cars and modern technology ultimately led him to his current job title: Fashion Designer. While working in internet marketing and social media, Babich curated a large following, dubbed The Party Rock Crew. He began throwing events at local nightclubs, during which he’d wear shirts, ties, and vests customized with heat-pressed rhinestones. The Party Rock Crew loved his look, so Babich began to research the business of fashion. His love of cars proved valuable, as he recognized the importance of a quality product, and Babich’s obsession with the latest technology translated into a passion for originality and innovation. Thus, in 2010, he produced his first fashion show, Livin’ Loud, during which men and women modeled his rhinestone designs. The success of Livin’ Loud led to the creation of Exotiq Apparel, a collection of Italian silk ties for businessmen, and its embellished, nightlife-geared sibling, Exotiq Extreme. The reception to Exotiq Apparel ties pushed Babich to do more. Ever the entrepreneur, he set out to create a business plan, and began creating patterns for dress shirts and pants. He showcased his original designs at Fashion Show 2.0 in 2011 to great success. The desire to grow his label prompted a major rebranding effort. The name “Exotiq Apparel” had evolved out of a desire for diversity and originality, but Babich recognized that to move forward, he needed a brand name that reflected the quality of his designs. Thus, Exotiq Apparel evolved into Anton Alexander. His desire to grow the Anton Alexander brand has taken him to Las Vegas, New York, and Miami, but Babich makes his future plans very clear. He intends to use Fort Wayne as his business hub. With his large social media following, Babich is a marketing juggernaut. Babich founded FortWayneFashion.com to create buzz for anything fashion-related in the area, publicizing events and designers through the website, as well as his own personal and professional social media accounts, to create a virtual community of fashion-enthusiasts in the Midwest. “The social world is tight,” he said. But Babich feels that most menswear brands are failing to engage the customer, a mistake he plans to change. “I differentiate Anton Alexander by providing helpful, entertaining, and interesting posts for my audience. Eventually, I want to create a rewards system and loyalty program for my customers. They gain points for socializing about what they bought, and in return, engaging with the brand online makes them feel special.” Funding is key for making this plan a reality. “You need capital to create a system,” he said. But Babich believes in his vision. He self-funded Fashion Show 3.0 in June to introduce his rebranded collection, and bring attention to other local talent. “We have to be open minded to collaboration. We make a bigger difference working together,” he said. “And we need to create a better system here. We need to create manufacturing.” Babich’s next goal involves doing just that. While the Exotiq Apparel line was produced in China, Babich intends to jump on the Made in the U.S.A. bandwagon. Currently,
he is securing investors who can make his vision a reality and researching commercial manufacturing equipment. “In Fort Wayne, there is room for error. There’s room for capital. The cost of living and manufacturing allows for that,” he said. “We can take more risks. We can always sell the product elsewhere.” Babich acknowledges that the amount of support he’s received thus far is overwhelming, but he recognizes that his products are not for the wallflower. “You can’t wear a yellow button-up and be the guy in the corner,” he says. “You have to be bold, confident.” He knows this from experience. “I tried to conform for awhile,” he said. “But I became antisocial and depressed, until I realized that the more ‘me’ that I am, my life will be ten times better. So, my designs have to portray my story. If I don’t like it, I can’t sell it.” The Anton Alexander collection is sold online at antonalexander.com. ✂
2012 fashion show Babich regularly organizes fashion shows in Ft. Wayne which usually sell out and are highly popular with the locals. This year’s Fashion Show 3.0 where Babich showed off his Anton Alexander line also featured several other designers and was standing room only. Photographs by Jude SR Photography
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