Mi-A made to measure concept
Mi made its first splash in downtown San Francisco in December 2008 by creative director Dean Hutchinson. This hidden gem is located in a neighborhood between Nob Hill and Tender knob, right next door to a skateboard store. There is no sign or advertising outside and inside the store. Dean didn’t want it.
Mi possesses a total of 40 looks with no concept of a “collection.” Pushing revolutionary boundaries, Dean Hutchinson said he wanted to break the rules at this point. The Mi collection transcends even the passing of seasons. In other words, the styles of Mi are timeless.
The creative director Dean Hutchinson is from Canada and attained his bachelor of art degree in University of Saskatchewan, majoring in printmaking and minor in Sociology. Dean experienced great success in 1988 when his clothes were sold very well in a store in San Francisco, inspiring him to eventually open his own store in 1992. His second Mi store in Toronto will open next week.
Noticeably, the price point is a bit high. I asked why Dean if he had any plans to start a secondary line to reach more customers; he said no and that Mi is an extremely niche market. The clothes are customized by appointment only and Dean himself measures every client. Dean does not plan to hire any assistant designers. If you buy Mi, you should expect Dean to cater to you himself.
I asked him if he would be willing to explore the possibility of selling Mi through other channels such as high end department stores. He said that it has all been done by others before, and he’d like to do this his own way. Dean sincerely believes in connecting with people directly and to some extent stands in opposition to technological communication which prevents a more human relationship. Dean plans to open 5-10 stores in the future, serve his own portfolio of clients and build his own community. Don’t expect Dean to promote his clothing labels at parties since he personally prefers a quiet and private lifestyle. To meet Dean, you would have to visit one of his stores yourself.
I also asked about what creative collaboration, art space and atelier are about?
Dean said “It depends on the interpretation of the viewers. Like a few days ago, it was turned to a photo shoot studio”.
Question: Noticeably, the price point is a bit high, why don’t you start a secondary line to reach more customers?
Answer: I hadn’t any plans to start a secondary line. Mi is an extremely niche market. The clothes are customized by appointment only and I measure every client.
Question: you seem like a very busy man. You fly back and forth between San Francisco and Toronto. You are the designer, production developer and boutique owner, do you ever think about hiring any assistant designers?
Answer: No, I don’t plan to hire any assistant designers. If you buy Mi, you should expect Dean to cater to you himself.
Question: Would you be willing to explore the possibility of selling Mi thought other channels such as high-end department stores?
Answer: It has all been done by others before, and I’d like to do this my own way. I believe in connecting with people directly and to some extent stands in opposition to technological communication that prevents a more human relationship.
Question: What’s your future plan?
Answer: I plan to open 5-10 stores in the future, serve my own portfolio of clients and build my own community.
Question: How do you promote your clothes since the store is hidden in a secret spot? Do you go to parties and events to promote them?
Answer: I don’t go to parties to promote my clothes. I personally prefer a quiet and private lifestyle. To meet Dean, you would have to visit one of his stores yourself.