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Fashion designer Jonathan Simkhai Always fascinated by fashion. When Simkhai was a kid, he started working in a knitting shop. “I actually started working in a sweater knitwear store when I was 12,” Simkhai said. “It’s not a real job, but one of my neighbors owns a sweater factory, not far from the house I grew up with.” Simkhai continues to work in a boutique and expands his retail experience to purchase and merchandise. “I’ve continued to work in that store over the years and then I’ve continued to have a good list of customers, but also working on buying, visual sales,” Simkhai said.
For the latest episode Who wears what podcastSimkhai shares how his retail experience affects his views on his label, what he expects for the next series, and more.
For excerpts of the conversation, scroll below.
If you could dig deeper into some of the earliest fashion memories, I would be happy. How did you start working in the industry as a teenager?
Actually, I started working in a sweater knitwear store when I was 12 years old. It wasn’t really a job, but one of my neighbors owned a sweater factory, not far from the house I grew up with. I’m interested and always fascinated by fashion. I really like it. I just asked him a lot of questions and one day he thought, “Hey, do you want to go with me on Sunday?” We turned a room in the factory into an exit, so he offered to take me with him. I just love the people who come in to open the door, show them different things and pick things for them. It’s always such a fun interaction and it’s so exciting to see people find something they like.
From there, I continued to work in a boutique. I was about 14 or 15 years old at that time. I started working as a stock assistant responsible for replying and putting it back in place after people tried to use and replenish the floor. One day, I walked around and filled in something and a client came up to me and was like, “Hey, do you have my size? I’m looking for and that.” I was just excited because someone asked me to help They find what they want. I ended up having a very good connection with this client and having a relationship with them. That’s how I started style and collaborating with people.
I continued to work in that store over the years and then continued to have a good list of customers but also work on the purchase side, namely visual merchandise. That was indeed my first introduction to fashion.
You ended up launching the same name brand in 2010. You also renamed Jonathan Simkhai to Simkhai in 2023. Tell me about your decision to change your name after 13 years.
When I started this brand, it was really just me and some part-time staff to give me a few hours a week. (They) left full-time job and helped me from the beginning. It’s really just me, here and there help a little. As the business grows and the brand grows, it no longer has to do with me. It’s about the family and the people who come together to bring this vision to life and bring this product to our customers. I really want to emphasize myself and go all out to the Simkhai family. The team is so dedicated and hard-working and does share the passion I have to create that as we grow we continue to grow into more international regions and other languages. (i) Want to integrate the brand name so that it is easier to express and speak out. This is still not the easiest to say, but it will certainly help in short.
There isn’t much, are you particularly excited about the situation shown in this series?
I’m very excited about knitwear. There are some really beautiful development (In) knitting – beautiful knit knits, they are really beautiful, airy, but also very warm, delicious, sublime knitted outfits…and some really beautiful embellishments. (There are also some nice evening gowns.
I would love to hear your retail background and how interactions with shoppers are trained to understand what customers want.
I would say I really like being in the store and in the customer, even in the studio. They both really started or inspired the idea, just stayed with them and saw how they reacted to wearing something for the first time, which was so eye-opening.
Simkhai
Aldina Ruchedombré stretch- Pure-hair maxi dress
When I design these pieces, I think of people I meet in the store, and then I create these versions of “This is for this type of customer – this type of customer”. Having this personal connection and being able to design for someone, the person you might think of may not end up like it, but the person’s ideas may translate into someone else.
Simkhai
Kenny short-sleeved bubble mini dress
I think it’s so important to really think about their needs and to really think about their life, where they go, what they are doing, where they go…. I think being with them and spending time with them is really the only way you can fully understand this.
Simkhai
Alice shawl’s satin one-shoulder top
Simkhai
ARIA Mini Leopard Calf Hair Bag
This interview has been edited and condensed to ensure clarity.
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