A while back, we had the opportunity to chat with Araks Yeramyan, the creative director and founder of New York-based and produced intimates and swimwear brand
Araks. As one of our new brand additions this season, we wanted to share an in-depth look into the environmentally conscious brand and discuss the thought process behind their signature colour palettes, how the brand upholds sustainable practices, and what are the future goals of Araks as a company.
What is the philosophy behind the Araks brand?
I set out to create lingerie for women to enjoy, something they would love wearing for themselves–pieces that they would feel beautiful, strong and empowered when wearing. Designing swimwear was a natural extension of my lingerie line. I looked at designing swimwear as a way of taking care of my customers. I wanted to offer them more of what they liked in a different category. I also get a lot of pleasure out of designing the swim line. I love the bright colors and carving out graphic shapes on the body.
What about Araks sets it apart from other lingerie and swimwear brands?
Araks is known for its unexpected colour palettes and subtle detailing that keeps pieces simple but still feeling special. It’s feminine but modern, and it takes its cues from history. With every garment, we create we think about how we can make it sustainable - from the fabric to the trimmings, labels, and hangtags, everything is taken into consideration. I think this consciousness really shows through in the collection. Also, our line is made especially for women.
What is the most important thing Araks wants a woman to feel when wearing the pieces?
I want women to take the pieces I have created and work them into their lives however that may be and I hope my pieces complement their existing style. It is my highest wish that women feel beautiful, confident, and comfortable when they wear Araks.
Why is colour selection an important part of the design process? What inspires Araks' colour stories? Color is very important to me, it makes me happy, it’s where I go when I’m not in a good mood. I put myself in front of color and it makes me feel better.
The selection of color is where I spend the most time in my design process. I start with a color that I have not seen in a long time, and the rest follows. After selecting the main seasonal colors, I fill the palette with a selection of neutrals. Then, at the end, I work in a strange color to bring it all together.
Our color library is stored in one-gallon glass jars. I begin by going into my jars and pulling out twenty to thirty shades of the colors that I want to work with. Then, I spread all of the swatches onto a large board to start looking at their relationships to one another. From there, I start to edit them down. I will work on the board and then step away, work and step away, a little bit each day. I never know how long it's going to take to get down to the final selection. I’m only clear when it’s done. Sometimes it takes a week. Occasionally it takes as long as a month.
Who is the Araks womxn?
She is easygoing with quiet confidence. It’s not in your face, it’s subtle. She is personable and has her own unique look. She doesn’t want to stand out because of what she’s wearing. But she stands out anyway because of her quiet confidence.
What is the biggest difference between the design process of lingerie versus swim collections?
The process is the same, but the way we look at the two categories is different. Lingerie is soft–the fabrics, the details, and the design is all soft. Swim, on the other hand, is bright, bold and graphic.
How does Araks promote longevity and timelessness in the designs?
We are committed to making quality garments that are meant to last, and collections are designed as continuations of each other and pieces can be worn interchangeably. Each new season is designed with the intention of women purchasing pieces to complement the ones they already have.
What does Araks reference for inspiration when designing new silhouettes?
My eyes are open all the time collecting little bits of information. I put my self into situations to be inspired by going to galleries and exposing myself to artists I’ve never seen before. I also think about what I’ve never seen and then try to put that together. I collect and take photographs of everything.
There's really no beginning. I'm always gathering things and putting them into piles for later sorting. Being inspired is such an integral part of my work. It's kind of the same thing as needing to eat food every day. Beyond going to museums or researching vintage, I try to find and see the beautiful things in my everyday life.
What are the future goals for Araks as a company?
Right now I am working on a new collection made from a 100% cotton that is a mix of organic and recycled cotton. We are planning on launching this in Fall 2020.
Araks imagery and content is raw and unique. What is most important for the label to represent in its visuals?
Going forward, we are making sure that every fabric or trimming we bring into the collection has the lowest environmental impact possible. We spend a lot of time searching out those materials as sustainability is one of the core values of our company.
Araks imagery and content is raw and unique. What is most important for the label to represent in its visuals?
The way women naturally are, and the beauty in that.
What is the most important thing Araks wants a woman to feel when wearing the pieces?
I want women to take the pieces I have created and work them into their lives however that may be and I hope my pieces complement their existing style. It is my highest wish that women feel beautiful, confident, and comfortable when they wear Araks.
What is Araks’ approach to sustainability and why was it important for Araks to uphold sustainable practices?
One of the core values of Araks is being thoughtful about the resources we use. With every design and business decision we make, we strive to make the best decision to minimize the environmental impact. Two-thirds of the impact of clothing comes from the choices we make in design so we choose fabrics and suppliers who aim to reduce water, air and environmental emission, use solar power. We always choose organic or recycled materials where we can, always looking for a better alternative. We also continually evaluate our choices as new technologies and options become commercially available.
We are always looking to perform and function in the best possible manner to optimize and maximize resources. This filters down to every day of operations of our studio. Everything from boxes to bags, to paper (no post-its), is used and re-used as much as possible. We support and monitor the fair treatment of all of our workers. Throughout the year, we donate a portion of sales to support initiatives across the globe that we believe in, including Planned Parenthood, Sierra Club and most recently First Responders First.
