interviewed: denada design.

DeNada Design / Virginia Arrisueño
www.denadadesign.com

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What is the meaning behind your work/brand?

The meaning of DeNada simply means ‘You’re Welcome’ in Spanish. When I was trying to figure out what to name the brand, I wanted to show people the connection between my designs and where I’m from. I chose a name that is Spanish but is easy to pronounce, remember and represents who I am.

What is your background? Did you study fashion?

I went to school at the University of Maryland for a thesis program in Fine Arts. I graduated with a concentration in Fiber Arts. I had always had an interest in the fashion industry, but I never thought I would become a fashion designer. Along with my huge passion for the arts, I was also excited about the business world. Soon after graduation, I started my career as an artist and quickly realized that it really wasn’t for me. So I sat down and asked myself what truly makes me happy that I can make a living on at the same time.

I got a job working for a handbag designer who taught me the ins and outs of design and gave me the opportunity to learn from her business. After working with her, I realized I wanted to start my own business. I couldn’t see myself working for someone else forever. Since I had this love for design as well as business, I took some business classes that led me on the road to launch DeNada. I actually first started with a handbag line and slowly moved onto knits, which is what I focused on in college.

Wow, there’s quite a big difference between handbags and knits. How did that come about?

I just re-examined my business and asked myself where my heart was aligned. And it wasn’t 100% there where I wanted it to be. So I started experimenting with my roots -fiber art. I developed a few different styles and created small capsule collections of scarves and I showed them to a couple of stores here in DC. They had a great reaction from the consumers and it sold really well. Next, I took them to the trade shows and the buyers loved them as well. That’s when it hit me. It just felt right.

Can you tell us about your collaboration with artisans from Peru and the skills they have that you can’t find here in the states?

I want meaning behind everything I do, even with where the production is done and how the knits are made. Peru is where I’m from, where my family’s from and I wanted to nurture that connection. Peru is really known for their quality in the production of knits and the outcome has been fabulous. And the fact that I can travel there and spend time with my family is always a plus.

What is your creative process like? Where do you get your inspiration?

I don’t have one specific thing or place I look towards for inspiration. Everything around me has the potential to move me. But a constant source is music. When I’m alone and I feel comfortable to draw and design to the music, that’s when I feel the most inspired. Poetry, music and nature. When I’m walking with my son and my dogs, I try to see things that most others may overlook.

Your husband is also an extremely talented artist as well as a local favorite. Do you draw inspiration from each other? How does he inspire you?

Kelly and I are complete opposites. His work is gritty, of course, in a good way. He’s your typical dude, and his work revolves around graffiti. The type of art he creates and things he draws inspiration from is different than mine, but he inspires me every day. Whenever I’m designing something, I always ask his opinion.

How do you feel about the Asian market? Do you have any plans to expand?

The Asian market has really embraced our designs and the response has been very positive. Our Japanese clients love the cowls and tend to go towards the more experimental designs. I appreciate that.

I’m sure you are busy enough to fill up two lives, but do you have any other creative outlets besides your knit line?

I love photography. I used to spend time experimenting with photography and fiber art when I was in college, but as the business got more and more busy, it’s getting harder to make time for it as I would like. I try to maintain the blog since it’s always been a great way to keep up with my love for photography.

And why DC? Why not any of the other typical, more larger creative hubs?

I love this city. This city’s so beautiful and I love that I have this amazing space to work in that’s right next to my living space. My family lives a quick drive away, which is amazing. And DC is a rapidly growing city; it’s changing. And that’s so exciting to me. There are always open possibilities to move elsewhere, whether to a different city or out in the suburbs, especially with my son growing bigger each day. But for now, I’m extremely happy and busy where I am now.

DC has its own identity. It’s never going to be like New York or Los Angeles. DC’s unique charm is that the creative community is not as robust as those other cities so everyone knows and is so supportive of one another. It’s wonderful to be able to live in a city where you know these awesome designers, editors, boutique owners, artists, etc. We collaborate all the time and it’s a lot of fun.

What are your next plans for the future?

I want to expand to a kids’ line and I want to establish myself as the knit designer. In DC, I want to be able to support other small businesses and really try to promote design and the arts in the community.

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Check out DeNada Design’s newly launched site and all the pieces of her hot new fall/winter 2013 collection.