Diamante Wear represents a slightly different type of perception fashion than that usually present in the pages of the portal. This Gdynia brand does not fall did not know he proves that sports styling does not have to be boring, T-shirts printed with the banal and the campaign to give way to the power cable to the giant budget. Although they are absent in the media, they gained recognition of Internet users and more than a quarter million fans on one of the social networking sites. With Thomas Grande, owner Diamante Wear, talked about the winding road to success and about why he likes to race with the best.(http://www.dressesmallau.co)

Monika Sołoduszkiewicz: You exist on the clothing market for 7 years, on the one hand you are absent from the broader mainstream media, but on the other look forward very popular in the network. How do I build the brand?

Thomas Grande: These seven years is quite conventional, because in 2009 we produced only one pattern t-shirts, and the company was suspended until 2011, when it hit the right force. For us, the Internet is today's "mainstream" and here the magic happens, otherwise it here is our client. Personally, I am a fan of the radio, but you know, it's hard to show him anything, and talking about clothes is like painting music - will not work. As for television, I believe that in 5 years in general not be reached for a young man. We see it today, as evidenced by the success of Netflix and investment channels in the VOD options. Every young person wants to watch it, what he wanted at the moment, so TV in its current form will be attractive only for seniors. Returning to the question, the brand built up a consistent work supported by even the outline of the whole idea. It is important to know what you want to achieve. Most people want everything, and that is not possible.

How was born the concept of Diamante Wear? You interested in fashion, whether he felt the economic situation and took advantage of a niche market?

Recently discussed with my brother about this and remember the moments of our childhood, when we bought the material, wycinaliśmy newspaper shape trousers, zanosiliśmy to tailor and we created their clothes. Such situations were a few, then it was quiet due to the fact that the market appeared more clothes in a climate of hip-hop, we were enchanted. There was plenty to choose from. After years of passion he led us to open your own shop with such clothes, and later at the suggestion of a colleague started to create his own. It was a fairly natural way, which stemmed from the earlier movements and above all the passion to create something of his. We've always thought of it as a business. It was not blindly following the fashion to create clothes that we observe now. Then it still was not popular.

Opening your own business, beyond passion and a good idea also requires financial resources and organizational skills. One day you have to be a designer, PR-owcem, warehouse manager and negotiator. What proved to be the hardest part of building your own brand?

Opening the business we did not think about the difficulties ahead of us, because the enthusiasm and passion overshadowed deficiencies in experience, the lack of people to work or any other problems. Everything we learned on the fly, watched people, the tastes and the market hot and we produced everything, to be able to hastily make that claim. Despite this, the most difficult part of this industry is a man, because the whole business is based on extensive cooperation and if I have the best idea in the world, without the people it not be realized. Especially in the beginning it was this hard. We fought with prints, size, quality fabrics and so could be exchanged, but the years have developed a common language and is very well. It's hard to say what is the most difficult - can clash with reality? Many people think that how to create a nice password or graphics and throw it over a shirt, it creates a brand and will soon be clothing magnate, and it does not work. There are plenty of aspects that you need to make sure, and once you go through the training ground, there is a new problem - we have to sell it. Yesterday I read that Poland is in second place in terms of the number of clothing brands, also reaching the customer is day by day becoming more difficult. After all, I think that the market is wide and as you have an interesting product, you can safely come to him.

What is the role played by the network and social media in your communication with customers and brand promotion? In the end you liked on Facebook over a quarter of a million Internet users ...

A huge! Facebook and Instagram are brilliant inventions. In general, the present times are fascinating. The way of inventing something to show off that is now very short. We use these goods for power. However, avoid inserting of products on the principle of "see what the fans say and decide whether we do it." This is ridiculous in my opinion. As you're not sure what you're doing in the clothing industry, this is not the place for you.(http://www.dressesmallau.co/sleeved-formal-dresses-c402/)

To cooperate with the last collection have invited a talented artist Matthew Witczak, is the way we want to follow? There is a chance to cooperate with the Tri-City graphic designers, graduates of ASP or rysownikami from abroad?

Yes, I recently got a very interesting proposition, so you can expect cooperation with numerous graphic designers from different backgrounds who share one thing - they are champions. Soon we will say more about it.

Photos posted on Instagram par with the best international brands. You chasing the American companies?

Oh thank you! (Laughs) I suppose so, pass the photographer. Our champion Michal Chojnacki, who from session to session is getting better. We, in turn, trying to get him often give an opportunity to show their skills. Together with Zulu Kukim form a duo that provides us with really beautiful pictures. Women's collection is promoted by Magda, who also is responsible for how this collection looks from beginning to end. Her phenomenal beauty reverberates in social media, which makes us very happy. Do we race with America? It's like a bicycle raced with the racket. Ahead of us a long way, to be in position US brands, but every day working on it.

The project team consists of several people, as you share responsibilities and to whom should be the deciding vote?

Magda creates collections when it comes to cuts, colors and new products. So from the moment when at her request combined with the color of mint salmon, which for me was the end of the world, and was the biggest hit of sales. Common ideas for creating graphics to the collection. Men's clothing is 100 percent. my vision, realized by the designers. I do not know anything about graphic design and does not even want it to be. The team is expanding, which makes me very happy, but the decisive sentence, we always have us.

We sew clothes in Poland, although it is more expensive solution. The domestic market is important for you?

Very important. We want to sew in Poland and we do everything to stay that way, although sometimes there is a problem with the availability of materials. In spite of everything we do here and it is an important part of our business. This joy on the phone when the lady with the sewing gets a large order, and I know that will earn on the deal, rewards me everything. People should get adequate money for his work, and for that I just like the Poles.

Your clothes can also buy abroad?

Can we have some partner shops in the UK, the Czech Republic and the Netherlands, but we hope that soon their number increase. We are working intensively.

What are the plans Diamante Wear the coming months?

Autumn comes a collection that is for us something new. Clothes are at a level which we dream so far, so I'm counting on a big response from abroad. As for the rest of the plans - we want to open more of its stores. Currently, we have one flagship in Gdansk. Grunwald 140 and open in the last month, the island trade in Gdynia Riviera.