Posted by Ava Skinner / Sunday, May 15, 2016
119 is On the Block with Josine Michels
1. What is your story in terms of your
background (academically, professionally, etc.), and what inspired you to start
On The Block?
I’ve always been a computer-nerd. I
actually was growing up just as the Internet became big, and I was just
so blown away about how it all worked. I spent hours and hours on the computer
looking into codes and creating websites. So it was a no brainer to go and
study Interactive Media, one of the first areas of study out here that focused on
new media. During my study I specialized in development, design and
interaction. When I finished studying, I got a job at Hearst Magazines (the
publisher for magazines like ELLE, Harper’s Bazaar, Cosmopolitan, Men’s/Women’s
Health, and more) as a web designer. I had that job for almost 7 years, but
always did some freelance jobs on the side. Creating websites, coming up with
new ideas and concepts for blogs, events, exhibitions; you name it, I did it!
I used to order my clothes from the
States, since there was no webshop out here (in The Netherlands or Europe at
all) that sold the brands or style I liked. Of course, I had to pay insanely
high shipping and import costs. So with no experience in the fashion or retail
industry, but experience in designing and building websites myself and a whole
lot of motivation, I just decided to do it. I believed in it, so if nobody else
was gonna do it, why not me?
2. You're the only all-female streetwear
webshop in the Netherlands, and one of the few in the whole of Europe. What
does that mean to you and what kind of difficulties come with that
responsibility?
It’s funny, because the last couple of
months I’ve seen some other small female-only shops opening up out here in
Europe. So I can’t really claim that I am the only one anymore. But the fact
that this is happening actually is a great sign. It means the industry is
slowly growing! The difficulty I had in the first years was reaching out to the
right people. Since it’s such a niche-market, I had to invest a lot of time (and
money) into reaching the right people. Finding the right balance on how to
spend my marketing budget (and me not having any marketing background most of
all), that really was my biggest difficulty.
I’m obsessed with Parisian label Pantheone right now. Their designs are so
refreshing in a time where brands just can’t really seem to be very original no
more. Some other brands I’m really feeling right now are Brashy and W.I.A. -
they are both killing it!
4. Similar to question #2, but what does being a woman in the
street fashion world mean to you? Does it play a role in how
you view the industry, or do you not let it affect your perception?
To be honest, it doesn’t affect me at all. It might be
different when you have your own brand/clothing line, but for me being a
retailer, I don’t really look at it as a men/women thing. However, I do get the
impression that people give me more respect for being a woman in this business.
A lot of people (male and female) have said to me that I have "balls"
for doing this. I don’t see it like that at all though.
5.Where do you see the future of street
fashion headed in terms of trends, influencers, brands, whatever?
That’s a tough question, because things
change so quickly in the fashion industry. What I do know for sure is that
there will be more and more focus on female lines amongst bigger brands. OBEY
and Stussy are really, really doing an incredible job on this. Their new
womens' collections (Fall and Holiday 2016) are incredible!
Be sure to shop the links throughout the page and send Josine some love on social xx
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