How Did Project Alabama get started?
After almost a decade as a stylist and designer in Vienna, Austria, Natalie “Alabama” Chanin found herself back in the states, and in search of something special to wear to a New York City event. She deconstructed a t-shirt then hand stitched it back together with the seams on the outside and some appliqués on the front.
After producing as many as she could and major manufacturing companies in New York deemed her idea unpractical and unprofitable, Chanin had a realization about her garments: they were constructed using the same quilting techniques that her Grandmother taught her as a child. With the help of business partner Enrico Marone-Cinzano, Chanin traveled to her birthplace in Lovelace Crossroads, Alabama, to set up shop and make a film, Stitch, about the southern quilting tradition and the ladies who helped it thrive. A few newspaper ads resulted in hundreds of interested seamstresses, some formerly employed in northern Alabama’s once thriving textile industry.
How are Project Alabama garments produced?
All garments are produced by hand, from start to finish. Natalie and the design team refine all of Project Alabama’s designs. The pattern department then crafts patterns for each garment. All garments are cut in-house in Project Alabama’s cutting room. The materials are then packed, inspected, sold and distributed to independent contractors (referred to as “Stitchers”) who embroider and construct the garments. Completed garments are inspected, purchased from the Stitchers if they meet quality standards, packed, and shipped to stores.
Each of Project Alabama’s garments pass through dozens of hands before they are completed. Stitchers are asked to “love” their threads as they sew. Doing so lends warm wishes for the wearer. Project Alabama truly believes that the Stitchers are artisans, extremely skilled and extremely valuable. These Stitchers use techniques both new and old to create modern clothing with a traditional flavor. Because each garment is made by hand, no two items are identical. Each garment is signed by the primary Stitcher. In addition, Project Alabama recycles fabrics in their garments, as did quilters of old.
How is Project Alabama run?
Project Alabama functions by contracting its work to Stitchers, who are licensed small businesses. Each week, Project Alabama posts a list of garments that will need to be constructed. The Stitchers bid on each piece by offering a purchase price for the pattern and materials and a sale price for the finished garment. Project Alabama awards jobs based on its production needs and the competitiveness of the bids. Many of theses contractors in turn sub-contract their work through a similar bidding procedure.
If the Stitchers complete the garments upon an agreed upon deadline and the garments meet Project Alabama’s quality standards, Project Alabama will purchase the finished garments at the previously agreed purchase price. Project Alabama may purchase garments at a reduced rate if the Stitchers do not complete garments by the deadline or if they fail to meet quality standards.
How could other states replicate some of the work you are doing in Alabama in order to put their labor force to work?
The business model that we have developed can be used for a variety of products and we hope that we will be able to inspire others to go out to use “artisan” based work to reach out to other communities. We are currently working on an outreach project in York, Alabama with the organization “Planting Stitches”.
What are the foundations of Project Alabama?
Project Alabama is a community driven company. Our desire has always been to create a quality product. However, we also seek to reintroduce the fading art of hand stitching, as this has always been an integral part of American culture. The company was built around the concepts and values illustrated by the quilting tradition, those of craftsmanship and beauty, but also function and utility. We seek to lend modernity to age old techniques.
Project Alabama has a commitment to bringing economic development back into a community that has struggled with a massive loss of textile industry jobs, as a result of the NAFTA legislation. In addition, Project Alabama seeks to continue to focus on using recycled materials in our garments.
“Life is in the details.” This is our motto at Project Alabama. We seek to engage both the hearts and minds of our customers. Our strict guidelines for quality ensure luxury and comfort. Each garment is created with love and pride, and wishes of great happiness for the wearer. Every item produced is a small celebration of both the people who make it and the heart of Project Alabama.
Where are you located?
Our offices are located just outside of Florence, Alabama at Lovelace Crossroads. Florence is part of a larger community called “The Shoals” which includes the towns of Florence, Muscle Shoals, Sheffield, and Tuscumbia. The Shoals lies in the Tennessee River Valley at the foot hills of the Appalachian Mountains. Our Stitchers live primarily within about 1 ½ hour radius from our Production Office and are spread over Alabama, Mississippi and Tennessee.
Project Alabama Hand is a community based project which focuses on reviving the art of hand sewing while at the same time fostering textile growth in a community which was once textile rich. Each of the numbered pieces from Project Alabama Hand is completely cut and constructed by hand and is initialed by the woman or man who makes it. Project Alabama Hand works with recycled materials and works with about 150 artisans in communities across North Alabama, Tennessee and Mississippi. These luxury hand crafted items range from t-shirts for Women and Men to couture Evening Dresses and have been deemed “keep sake” items that will last through generations.
How would you describe the target consumer?
Our customer base ranges in age from 18 to 88… through the strong sense of craftsmanship, excellent tailoring and luxurious textiles; Project Alabama reaches a wide consumer base from the fashion based woman to the ecologically informed man.
Where is the line currently being sold?
Browns – London
L’Eclaireur – Paris
Barneys – New York, Tokyo
Bergdorf Goodman – New York
Jeffrey – New York, Atlanta
Maxfield – Los Angeles
What are the retail prices? $500 to $10,000
Which celebrities wear the line or have worn pieces from the line?
Everybody is a star!
posted by Domina at 08:44AM EST
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