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Hyperclash

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Hyperclash

Santa Fe, New Mexico

 
 

Tell us a little bit about who you are and what you do:

Paloma: Hyperclash

Paloma: Hyperclash

I’m Paloma Navarrete, I grew up in Taos, New Mexico and became interested in sewing when I was 15 (around 1993). I borrowed a sewing machine from my best friend’s mother and began to experiment with making bags and pants from any material I could find. After high school I attended college at Calarts, where I studied experimental animation and graduated in 2000. I also studied printmaking and fashion design throughout college and with pre-college programs at RISD and the Art Institute of Chicago.

Hyperclash started as a T-shirt company in 2004. I was asked to design resort shirts for a ski shop at the Taos Ski Valley that winter. I designed a small lookbook, and they gladly bought a large order and that is what launched Hyperclash as a brand. In 2009, I branched out of the resort tees, becoming more creative with pattern making and designing garments from found, discarded, and recycled materials. Most of my materials would come from places that sell by the pound or from jobbers, fabric suppliers who sell mill ends and odd lots of materials and notions. And sometimes I’d go thrifting to pick extra-special vintage or patterned fabrics. 

In 2013, I opened Hyperclash brick and mortar, providing my community with artist-made clothing, accessories, and lifestyle goods. I carry over 60 artists from the U.S. plus a few international from Netherlands and Japan.  I am driven to do everything possible to minimize the ecological footprint in the clothing, accessories, and lifestyle brands I offer my customers. Most of my artists create using primarily recycled and discarded materials, all of which were destined to landfills. The company is known for its original designs and product branding for the eco-conscious consumer. Our collections consists of restructuring materials with varied colors and patterns that, once assembled, become unique, one-of-a-kind creations. By producing consumer goods from reclaimed materials, my business minimizes its impact on the environment while maintaining innovative, cutting-edge concepts.

Let us know more about your business name - how did you come up with it?

When I chose my name and brand identity, I played with many words that could grow with the business over time, something that wouldn’t lock me down to just one genre or style—I had a greater plan in mind, of actually designing garments and becoming more creative with the brand, imagining items and goods that could umbrella under it, including other artists with a similar mission.

What is your signature style / item? How did it become so?

My signature style is making clothing with varied colors, and patterns. Then reconstructing them into a one of a kind fashion. All my garments are sewn with raw exposed edges making for untraditional texture that celebrates urban chic, expressing an earthy and honest reflection of life. Inspiration comes from technical drawings, sculpture, architecture, and the debris of western plains such as barren landscapes and texture. This style emerged by not using traditional methods of sewing.

What makes your business unique to the industry?

I’ve always had a deep passion for reusing and reconstructing unwanted garments. Not only to save the planet from disposable fast fashion but to reuse materials that already exist. In our world material excess is forgotten in favor of a humble wholesome existence. Our pleasure is found in relationships, community, and life experiences; a utilitarian revival begins, placing emphasis on style based on authenticity and timelessness instead of conspicuous and needless consumption. The idea of change fills us with hope for a new future founded on simplicity, ethics, and wisdom.

What's been your biggest roadblock when it comes to business and how have you been able to overcome?

Anytime I find a roadblock I rethink the senecio and adjust to serve the shop better. I’m always thinking about display design, color, social visibility, photography, cash flow, products, and my customers needs or wants.

How has your business had to adapt amidst the Covid-19 Pandemic? What are you doing to navigate the situation?

We pivoted our business when Covid lockdown happened by offering essential items like masks. Surprisingly we’ve done really well with our online sales. We continue to use social media as an outlet to showcase and gain new followers. We’ve used realtime video to allow our customer to shop from afar and this is a really useful tool.

What is your favorite part of what you do?

My favorite part of running the shop is providing my customers with really fun and unique items. I enjoy meeting every person that enters through my doors and enjoy seeing their discovery of unusual made goods. I also love sourcing all my merchandise and supporting under the radar artists. Every piece I have here is something I would wear or have in my house.

What is your *must do* local activity?

Our favorite local activity is going to galleries, art markets, local farmers market and parks to play with our toddler.

Where to find Hyperclash:

Jackalope Arts

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