by Maureen Mugerwa
Designing has always been her passion.
Ashley Kasdorf interest began sketching designs when she was 11 and started styling her friends soon after. Upon her graduation from highschool in 2006, she won a scholarship to the Art Institute of Vancouver where her fashion and design career officially began.
There she studied design and merchandising, then went on to get a degree in marketing and an economics certificate at the University of Regina.
When Kasdorf got a job in the marketing and advertising industry, the creative aspect inspired her to pursue her passion for fashion and design.
Kasdorf is the export development analyst at Saskatchewan Trade and Export Partnership (STEP), which helps small businesses in the province market their products internationally.
In the spring of 2012 she put it all together and started her own clothing line, KAZZ Clothing, which she classifies as “wardrobe fundamentals.”
“They’re simplistic stylish pieces that you can wear from day to night,” Kasdorf says. Her line is designed for women only and targets young professionals between 21 and 35. She uses colour blocking, a combination of different colours that complement each other, in a lot of her pieces.
“It’s really accessible to be a designer at this time in Saskatchewan as it’s growing, and I think there’s a lot of opportunity for entrepreneurs,” she said.
KAZZ Clothing is carried in two locations in Regina, Studio S Fashion House and Cade Style Lounge.
Manager and buyer at Cade Style Lounge, Lisa Blehm, says KAZZ Clothing fits in well at the local store.
“We decided to carry it because it’s a local brand and we try to support and carry as much local as possible,” Blehm said.
Kasdorf’s business is expanding. Some of her collections are being sold at Studio Intent in Calgary, Alberta.
But there are some challenges.
Stores do not purchase full collections for the season, only the pieces they like. It makes it difficult for Kasdorf to anticipate how much fabric to buy. Buyers may buy large amounts of one item but not order any of another.
But Kasdorf likes to keep her pieces unique by only making small quantities of each garment that’s ordered.
“People like uniqueness so having only a few pieces allows for people to have individuality in my brand,” Kasdorf says.
“You don’t see the designs that she does, you don’t see it in like different brands that are all over the place as well,” Blehm said.
When Kasdorf participated in Saskatchewan Fashion week in the spring of 2013, she said her work received a positive response. It also created a great deal of exposure for her brand.
“(Saskatchewan Fashion Week) sets the stage because it brings the buyers and media to the designers. So it provides a real life staging for designers who want to showcase their art,” she said.
Cade Style Lounge discovered Kasdorf at Saskatchewan Fashion Week last Spring and have carried some of her pieces since.
“It’s been pretty popular; we usually always sell out of the pieces. A lot of our customers like to support local. So because we’re a local business they come here and it’s nice that they like to see local designers here as well,” Blehm said.
Blehm says Kasdorf’s pieces range from basic to edgy with some of the floral prints and leggings.
Customers can purchase from her website at www.kazzclothing.com, but Kasdorf encourages people to buy in store. Prices range from as low as $30 dollars for a basic top to $160 for a dress.
Kasdorf says one disadvantage in Saskatchewan is supply.
“We don’t have fabric stores readily available for it to grow and keep designers in Saskatchewan,” she said.
Still she has some advice for designers getting their start in Saskatchewan.
“Consistency will prevail and it’ll provide growth with your company because people will understand what your brand is all about,” Kasdorf explains.
“Understand the market, understand the trend if you’re looking to be an entrepreneur.”
Kasdorf’s next steps are to take KAZZ Clothing to bigger cities like Toronto, Montreal and Vancouver.
“Bigger cities—there’s more of a fashion district and customers that are willing to spend money on those types of pieces,” Kasdorf says.
