FLOATING A NEW IDEA: For the designers housed at Dreams on Air, the set-up offers the double-barreled approach of retail upstairs and a public relations showroom downstairs.
Apparel, jewelry, handbags, shoes and sunglasses are featured on the 2,500-square-foot first floor of 120 Wooster Street in Manhattan, and one level below, samples from the featured designers are ready for editors, stylists and bloggers. The concept was created by Alise Trautmane, a The New School’s Parsons School of Design graduate and former Designer of the Year in Latvia for her Narciss label, and Sai Kong, who also created a brand. The duo also have marketing and retail experience, which they are putting to use for 25 New York-based emerging designers.
Shoppers can find labels such as Alexandra Nam, Artemis Design Co., Echtego, Eric Javits, Faces, Gwen Salakaia, Hi June Parker, Jordan Matériel, Pirosmani, PÓAR, Saku, Sankt, Sarah Swann, Sarara Couture and S/H Koh. Trautmane said, “Designers share the costs of the rent and the professional staff for retail, [public relations], marketing. Designers keep all the proceeds from items sold minus a small administrative fee. They sell for their retail prices. We do not buy the collections.”
“Even for extremely talented designers, it’s almost impossible to
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