Menswear designer Patrik Ervell was runner-up for last year's CFDA/Vogue Fashion Fund, and this year is nominated (again) for a Swarovski Award, but he's already taken the very fashion-forward step of launching his own Web store.
"The idea of setting up an online store was what I presented to the selection committee for the prize as my business plan," Ervell told WWD. "I really see this as central to my brand and its distribution going forward."
The move really marks an interesting step for a young, indie designer on the rise, essentially signalling that Web sales and an online presence are starting to be seen as make-or-break elements in a rising career.
With merchandise now available for purchase on Ervell's Flash site, patrikervell.com, the designer aims to have the eponymous domain serve as the primary stockist of the brand while previously, Opening Ceremony and now, Barneys have served as the main retailers.The label's sleek, contemporary aesthetic may be found throughout the design of the site, as well as the online platform, which Ervell sees as a conducive shopping method to his modern-minded customer.