INTERVIEW: Savania Davies-Keiller | CD New Balance

June 15th, 2009

(Savania Davies-Keiller and Roberto Crivello – Creative Directors, New Balance)

New Balance has undergone a relative resurgence moving from a pure-bread runner’s brand to more of a lifestyle brand with some impressive collaborations and models in recent years while staying true to the brand. It’s been downright impressive. Among the most notable, collaborations with United Arrows, Stussy X Undefeated, A.R.C. and eYe Junya Watanabe Comme des Garcon, along with some interesting designs and materials such as ostrich skin, pony hair, a Gore-Tex gradient, and Wolverine waterproof leather. Behind every resurgence, is one person, in this case, two people, but we only caught up with one of them – Savania Davies-Keiller, Co-Creative Director at New Balance.

LH: You guys formed DDC USA and DDC LAB, and turn them both into successful design studios through fashion technology, what made you want to be a part of New Balance and what does your experience bring to New Balance?

SD-K: DDCLAB is a brand that is recognized in the industry for its innovative design. It enjoys a hardcore following of consumers who are looking for something different and unique in both design and innovation and is recognized as being a brand that is ahead of the curve when it comes to technology. DDC USA is DDCLAB’s design studio. We had been the design directors of PF Flyers (owned by NB,) for around five years before being asked to become involved with New Balance.

Roberto and I have a deep interest in innovation, technology and how it is used in the environment we live in. We spent 7 years working as creative directors for DuPont’s Invista division and worked to identify and develop technologies that could be used within the apparel and footwear industries. We are bringing this wealth of knowledge to New Balance along with a design sensibility and the ability to read the shifting markets and coming trends.

LH: New Balance used to be just for hardcore runners but has now become more widely accepted as a lifestyle brand. What do you think changed that/made this possible?

SD-K: New Balance is still a hard core running brand and the brand has some amazing product in the pipeline that we are working on on the performance side of things. New Balance is a brand that has complete integrity in performance and we are excited to combine our design and innovation with their excellent lower unit technology, a category that NB is a leader in- hands down. Regarding the lifestyle side of things, New Balance had been quietly playing in this market. Especially with the more exclusive, discerning consumer – you are more than likely to see a pair of NB’s on some swanky photographer’s, stylist’s or art directors feet than most brands, this is becoming more and more visible especially within the creative fields. To these consumers, New Balance is the ultimate lifestyle product. It is honest. We are not chasing markets but defining them in our own terms. New Balance’s response to entering the Lifestyle market was with a commitment to design and quality and it will be this that separates us from the pack.

LH: DDC was among the first fashion labels to start using environmentally friendly materials, well before the green bandwagon. Are you incorporating the same mindset at New Balance?

SD-K: Yes DDCLAB was way ahead of the curve regarding “green” and we were actively identifying an array of green technologies in our apparel as early as 1996, using soy, corn, bamboo, paper, cork, vegetable dyes and simple recycled cottons when the rest of the industry disregarded it as expensive and non-relevant. I must say we feel very much vindicated these days. We continue to look at eco-friendly materials and bring these materials to New Balance. New Balance on its own end has always been committed to reducing its environmental footprint and the brand has very stringent guidelines regarding the environment. We just held our New Balance design summit in NYC with all NB regions: USA, Europe and Japan coming together to look at spring 2010 design direction. Look out for out for some interesting things from New Balance regarding eco investment.

LH: Can you tell us about newer fabrics or materials you’re currently experimenting with?

SD-K: Not really, we jealously guard our innovation/ technology until it debuts. But we can tell you that we have some exciting things in the pipeline.

LH: We checked out the DDCLAB store on Mercer Street in New York and it was inspiring. Stores like Colette, BBC/Ice Cream and others are starting to pay more special attention to the design and art direction of the stores themselves. What changed that made it such an important part of this industry?

SD-K: In the 80’s through to the 90’s, retailers basically sold product based on SQF. Product was crammed into spaces based on volume per SQF -the result being that stores looked like they were permanently on sale. There was not much thought being given to how the end consumer might feel having to navigate through all of the product that sat on endless racks. When we came on the scene we wanted to do things differently. We, like a handful of other retailers, wanted to create a new kind of environment for the end consumer. It was clear to us that this new breed of consumer saw the retail environment as an extension of the brands they were subscribing to and wanted to experience this the moment they walked into the door. Now the industry has caught up and acknowledges that consumers do not want to enter bad crammed environments that are stressful.

LH: Ad agencies are starting to get a little more involved with product development, you have CP+B for Volkswagen, W+K for Nike, does MotherNY (an agency known for big ideas outside of just advertising) pitch New Balance ideas every once in awhile?

SD-K: No they are our Ad agency and we (myself and Roberto) are the creative design directors. We are both very respectful of our roles. It never works when there are too many cooks in the kitchen you end up getting design by consensus.

LH: What brand for you had a big 2008? And which brand will be big in 2009?

SD-K: 2008 saw brands in a bit of a panic so it was flat across the board. It’s an exciting time. Really true entrepreneurs surface in times like these. The brands that will have a big year will be those who don’t blink. Brands that distinguish themselves despite the market and weather the storm. The consumer is looking for fresh exciting product.

LH: A question for you both individually: Savania, what does Roberto bring to the team? Roberto, what does Savania bring to the team?

SD-K: Hmm this is a tough one. Roberto and I work very closely on pretty much everything and very much believe that as designers we need to be well informed. We are both quiet obsessive when it comes to innovation and technology and work together on identifying/ developing new technologies. I think we keep each other on our toes.

LH: And I have to ask, what are the best parts of being Savania Davies-Keiller and Roberto Crivello? The worst parts?

SD-K: The best is doing something that we are good at and thoroughly enjoy doing. The worst is an inability to bite our tongues when we know something is wrong regarding design and the market.

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