iClothing, which consists of the iTee and the iDress, are innovative and specially tailored garments with padded pockets for convenient iPad storage.  We were fortunate enough to interview the creators of iClothing, Davina Reichman and Luke Staley, to discover what kind of mentality and influences are behind the iTee and the iDress and to hear their thoughts about how the modern technological landscape is influencing the clothes we wear each day. We found this concept so neat that we made it our first Tickle Me Tuesday for June.

Stephanie Kwak: What was the process of conceptualizing, designing and making the iTee and iDress like?

iClothing: We had 20 designs on display and it was very difficult to choose just one iTee and iDress! We decided to keep things simple and utilitarian as possible, mainly as the product itself is a functioning tool as well as fun and fashionable for iPad lovers around the world.
The first run of the iDress sold out online already before the iPad launched in Australia – the manufacturer was rushing to produce more in the wake of 28 May launch.

SK: The iTee and the iDress are 100% Australian designed and made, and people have commented on how the pockets on the garments resemble kangaroo pockets. Is this resemblance intentional, and what ways do you think iClothing espouses Australian ideas, viewpoints or culture?

iC: It was inspired by the pouches on kangaroos and koalas – pretty appropriate here in Australia! It was designed with the practicalities of keeping it hands free. You can hardly notice the iPad when it’s in there. It just sits in there, nice and snug, and you don’t have to carry it around. We are proud that we are an Australian company and that the product is wholly Australian made and it certainly adds to the fun aspect of the product if people associate it with our national emblem. Certainly Australia is quite a casual culture fashion wise, but as the iPad is designed as a lifestyle tool we wanted to try and reflect that in the product.

SK: The iPad didn’t launch in Australia until May 28th — do you see iClothing as geared more towards American or International audiences, or were you trying to make an early impact on the Australian market?

iC: Our main consideration was initially for the Australian market, but the international response has been overwhelming, especially in Japan, America and the UK.

SK: In terms of marketing and selling the line, are you going direct to consumers (through your website), through retailers or both?

iC: We are going direct to the consumer on the website. The IT and techy shopper is far more likely to respond well to the internet for their shopping needs than dealing with sales assistants. We have a complete sizing chart on the site to make it easier for our customers as well.

SK: Are you exclusively using digital mediums to market iClothing? Are you promoting iClothing offline, as well?

iC: We have absolutely been targeting the online media – online blogs have really backed the iDress & iTee. TV (Channel 9, Channel 7, news.com.au) and print media (Wall Street Journal, etc.), as well as at the launch of the iPad in Sydney on May 28th have all had an amazing response to iClothing.

SK: You have a unique educational background in computer science, design, technology and business that is one of a kind in the fashion world. What made you interested in trying to put all these different fields together?

iC: Luke has a B Design and B Arts and has founded the label “Alconleigh“. Alconleigh’s design philosophy is grounded in timeless elegance, luxury and wearability. Each Alconleigh garment is created with a focus on fine fabrics, attention to fit and quality finishes.

Davina has a B Computer Science and an MBA. Davina has long dreamt of working with fashion, mainly designing one-off pieces for her own personal collection.

Why not make use of our amazing skills together?! We were excited – the idea of creating iClothing especially for iPad lovers was just a great concept.

SK: What kind of future do you see in the fusion of clothing and technology?

iC: The possibilities are endless! Technology is already used so extensively in the production of modern fabrics and design, it seems only natural for clothing becoming more integrated to technological devices. Any technological fantasy has an element of reality in it, so there is no reason why tech savvy clothing wont become more of a reality in the future.

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