marketing

Inside Amy Schumer’s Closet, a Costume Designer Tells All

For anyone in the entertainment industry, a shiny gold statuette may be the most obvious marker of success, but for costume designer Dana Covarrubias, the real arbiters of a job well done are trick-or-treaters.

“People are like, ‘Oh, I want an Academy Award,’ but I think as a costume designer, if something you create becomes a Halloween costume, that’s sort of the next level,” she says, pointing to the prison-issue jumpsuits of Orange is the New Black and the instantly recognizable Walter White pork pie hat and Jesse Pinkman hoodie from Breaking Bad as two recent examples of the phenomenon.

“When I watch a movie I can just tell sometimes—like in Drive, Ryan Gosling’s bomber jacket with the dragon on the back, you just knew. You saw that and you were like, ‘That’s going to be an iconic costume.’”

If her recent work is any indication, Covarrubias is well poised to be behind the next Halloween sensation. Fresh off a turn as head designer on Master of None, Aziz Ansari’s critically-acclaimed new Netflix show, she has taken up the reins on Inside Amy Schumer for the show’s fourth season on Comedy Central and been tapped for an HBO pilot produced and directed by Girls’ Judd Apatow.

Dana CovarrubiasAt a moment when the worlds of television and comedy are thriving, Covarrubias is right at the center of it all, making sure your favorite funny people are wearing exactly what they need to be.

Sometimes this calls for some slightly unusual requests. Amid Ansari’s spiffy Band Of Outsiders and Steven Alan-heavy wardrobe on Master of None is a scene that calls for a Hazmat suit—a mass-produced garment with sizing that tends to err on the side of XXL, a challenge when you’re shopping for a slim, five-foot-six star. To work around that, Covarrubias sourced a more fit-conscious flight suit, which she brought to her go-to “knockoff lady” along with some shiny white vinyl material to create a suit that looked capable of sealing off biological agents without drowning the actor’s frame.

Another group of flashback scenes took place in 1950s India and Taiwan, requiring reams of standing-collar shirts, lightweight pants, and colorful saris—along with four dedicated ager/dyers, who made H&M finds look decades old using chemicals, sandpaper, and other garment-distressing techniques. While there were tentative plans to shoot overseas, they ended up creating a faux-India in Brooklyn, which meant finding more than 200 pairs of old-world-style sandals to protect the extras’ feet. “In reality, most people would be barefoot, but we couldn’t have actors walking around barefoot in Bushwick,” she explains.

The mashup of different eras and styles made the show one of Covarrubias’ favorite projects to date. “It’s kind of the ideal, because it had custom-made cool futuristic things, period clothing, and current fashion,” she says. “It’s fun to have that balance of doing the styling side of it and fulfilling that desire to make the actors look awesome by putting them in a cool designer, and to also be super creative.”

Dana Covarrubias 2Creativity is of the essence for the Texas native, who studied theater before landing her first television internship, in the costume department of the IFC sketch comedy show The Whitest Kids U’ Know. After years spent re-working vintage costumes for the stage, the idea that she could be told, “This is the character’s name, this is their job, this is what they do, this is the kind of person they are—let’s go shop” was a revelation.

“I was like, ‘This is a job? This is a thing that people do?’,” she recalls. “I didn’t really know that that existed, and I just immediately fell in love with it. It made so much sense to me.”

As with any job, time and money are two of the biggest considerations that go into planning costumes for a show. Custom-made or difficult-to-find pieces have to be prioritized early on, while last-minute shopping trips will inevitably come up during filming.

On Inside Amy Schumer, for instance, Covarrubias had to get to work finding a custom-made, human-sized cockroach costume as soon as the script came in for the season’s already-written sketches, but says there will also be days when casting comes in at 8 a.m.—along with the actor’s measurements—and filming starts that afternoon. It happens more often than you might think, and means she’ll be running to Macy’s or Bloomingdale’s with 30 minutes and a corporate credit card in hand, and then right back to set to have the outfits fit, tailored, and ready to shoot.

While she has built an impressive resume with her small screen work (she also counts Louie and the pilot of the now über-popular Broad City among her successes), Covarrubias has a few avenues she would like to explore more in the future.

“I would love to do more movies—I think, like any industry, you get into one vein and then you get hired on the next thing, the next thing, the next thing. Doing movies is really different—for one thing, it’s faster,” she says. Where television shows can film for three to six months of the year (or longer), movies often call for only a month of work. “As a creative person, I enjoy the shortness of movies, because it’s like this little world that you create for a month, and the next month you get to create a whole new world.”

It also probably doesn’t hurt that the last movie she worked on, They Came Together, has a cast list that reads like a who’s who of everyone’s imaginary celebrity best friends: Amy Poehler, Paul Rudd, Ellie Kemper, Christopher Meloni…need we go on?

Far from corroborating the ladder-climbing, back-stabbing Hollywood stereotype, Covarrubias credits an amazingly supportive network of producers, directors, and fellow costume designers for helping her land increasingly high-profile gigs. And with business going strong in New York, she has no plans to relocate out west anytime soon.

“I’m sure it would be doable, but—knock on wood—I keep getting hired here and I keep getting to work on things that I really respect and love, and I like everyone that I work with.” Plus, she adds, “I feel like after you live in New York, you’re spoiled for anywhere else.”

Photo credit: Frank Mullaney

Share on FacebookTweet about this on TwitterShare on LinkedInPin on PinterestGoogle+
city-guide

Made in Detroit: Why the Motor City is a Great Place for Creators

After filing for bankruptcy in 2013, Detroit famously rolled up its sleeves, and got back to work. This “can do” attitude is what you’ll find behind its booming startup culture and efforts to rebuild one business at a time.

“‘Made in Detroit’ has become a brand in itself,” says Ryan Landau, founder of Detroit startup re:purpose, which matches people with jobs by finding the right culture fit.

“It’s a rare opportunity to be part of the comeback story,” he says. “I think you can see it in the retail, the restaurants, the new businesses, and technology scene that is popping up. In the last five years, each year, the rate of change is exponential.

If you ask Landau, the reason Detroit is so attractive right now is the talent, the resources, and the fact that it’s affordable. Home to one of the country’s most skilled workforces, the 29 colleges and universities graduate more engineers per capita than any city in North America.

wework detroit common area_

“From a talent perspective, there is a real hustle,” says the Merchant’s Row member, who launched the first business out of WeWork’s new space in Detroit. “People are loyal to this city and trying to make things happen, not only for their individual company, but for everyone. We are all a part of a collective effort to rebuild.”’

From a resources perspective, Detroit is still a big city, but compared with San Francisco or New York, people here, especially in technology, have a bigger piece of the pie.

“From a customer standpoint, you’re not getting lost in the buzz of competition,” Landau explains. “Every new business is a win for the city.”

That means entrepreneurs have access to more capital and more customers than in saturated markets. And that has attracted new brands like Warby Parker, Shinola, and Bonobos, all of whom have made big bets on Detroit.

One of the first people to make that bet was Dan Gilbert, chairman and founder of Rock Ventures and Quicken Loans, who moved his headquarters and 1,700 employees to downtown Detroit in 2010, in effect jump starting the urban revitalization.

Today, Gilbert’s businesses employ over 17,000 people. That includes Bedrock, which has invested several billion dollars in local real estate, a major driver behind the city’s ability to attract talent.  With new lofts and apartments opening every day, employers are finding the cost of living is much lower than other major U.S. tech hubs.

Historically Detroit’s economy was powered by aviation, defense, and the car industry. The new Detroit continues to build upon its manufacturing roots, while diversifying into a next-generation hub for technology, creators and makers.

Take Shinola, which has helped put Detroit back on the map as a place for high quality, American-made goods with its signature watches, leather products, and bicycles.

“The mission of the brand is to create jobs, and we were 100 percent ready to hire local people and provide that training,” says Bridget Russo, chief marketing officer at Shinola, which opened in 2011 with just a handful of people. “From a people perspective, there is a good vibe here,” says Russo. “They are still open to collaborating and being supportive of new businesses coming in and being helpful.”

That kind of collaboration is also evident in Detroit’s thriving artistic community.

standby detroit mural

“When we opened our gallery over four years ago, we wanted to make an impact beyond these walls, with a public art component,” says Anthony Curis, owner of the Library Street Collective, a contemporary gallery located in the heart of downtown.

Curis, and his wife JJ, have been instrumental in Detroit’s downtown public arts scene, supporting the installation of large and small sculptures, paintings, and large scale murals.

“When we heard there was going to be a new, massive parking garage, we were concerned how it may affect the neighborhood,” says Curis. He came up with a plan which would be a game changer for Detroit.

Curis worked with garage developer, Bedrock, to create large scale murals on every floor of the Z Garage, bringing in 27 artists from Detroit to Kiev. Once that was built, Curis pitched the idea for a pedestrian alleyway called at The BELT, a public space that is home to murals and art by local, national and international artists including Nina Chanel Abney, Shepard Fairey and Cleon Peterson.

nina

Today, the BELT attracts visitors from all over the world and boasts a James Beard nominated restaurant, the Standby, and a seasonal cocktail bar, The Skip.

Russo thinks what’s happening in Detroit resonates with many people because “it’s an emblem of hope that if things can turn around here, they can in place like Baltimore or Pittsburgh.”

On May 25, Detroit will host the Creator Awards, a global initiative by WeWork to “recognize and reward the creators of the world.” Finalists from the Midwest and Canada will compete for $1.5 million in grants. Over the course of the year, WeWork will be giving out more than $20 million at a series of events taking place in cities spanning the globe.

With two WeWork locations, at Merchant’s Row and soon at Campus Martius, Detroit is the second city to host the Creator Awards, after Washington, D.C.

“Simply put: If you want to be part of the rebirth of a great American city, there’s no better place to live, work, and have an impact,” says Landau. “This isn’t just something we believe. It’s something we’re betting on by locating our headquarters here.”

Photos by Sal Rodriguez

 

Share on FacebookTweet about this on TwitterShare on LinkedInPin on PinterestGoogle+
news

At New WeWork Services Store, One-Stop Shopping for Businesses

Everyone knows WeWork provides workspace for creators of all types, from solo entrepreneurs to teams from global corporations. But Co-Founder Miguel McKelvey says it’s always been more than that.

“When we first started WeWork, we thought about it as a holistic solution,” says McKelvey. “Our goal was to think, ‘What do you need to be successful? What are all the things we could do for you?’”

Unveiled this week, the WeWork Services Store marks the next chapter in the company’s evolution. This integrated hub for business services — similar to an app store — gives members the tools they need to better run their companies. It streamlines the process of finding, managing, and purchasing the various services that a growing company needs.

WeWork Services Store“We are going to make it easier for you to operate,” says McKelvey. “We are going to save you money, packaging services that can all be billed through one invoice.”

WeWork is partnering with more than 100 top providers, including Slack, Amazon Web Services, Office 365, Salesforce, and GoDaddy. Members will have discounted access to these and other services, which they can handpick to meet the needs of their company. The services include tools for everything from hiring and recruiting to accounting and invoices to marketing and website creation. Think of it as one-stop shopping for your business needs.

“What we are saying is, ‘These are software tools that we really believe in, that we feel are the right ones for you,’” says McKelvey. “We are consolidating them all into one place, so with one click you can have all the software you need to run your business.”

Ron Gura, the company’s senior vice president of digital products, says his team did a lot of research so they could “really understand what would be the most meaningful offers” for WeWork’s 100,000 members worldwide. The store launches in the U.S. this week, and will roll out globally in the future.

One of the members that the digital products team reached out to is Teresa Tsou, the president of Pipcorn, a snack company that makes hand-seasoned mini-popcorn.

“One of the things about WeWork that’s great is that they really do understand how businesses and entrepreneurs work,” says the WeWork Dumbo Heights member. “And so with the WeWork Services Store, to be able to find recommendations on applications that make sense for businesses our size is invaluable. It allows us to really focus on what we love — which is popping popcorn.”

The store includes recommendations from fellow members about what products they use, helping streamline what can often be a confusing and time consuming process.

“Bringing a curated selection of things that are relevant to you, and are trusted by people like you, is exactly what you want when you are trying to build something,” says Clark Valberg, founder and CEO of InVision, a platform for planning, designing, and building apps.

Valberg says the last thing entrepreneurs and creators want to think about, and spend time on,  is what marketing email or accounting software to use; “So getting clarity on that decision super fast, and knowing the people around you feel the same way, and actually love the product, is incredibly liberating for people starting a business.”

Share on FacebookTweet about this on TwitterShare on LinkedInPin on PinterestGoogle+
personal-profiles

Hip Haberdasher Donovan England’s Style Suits Everyone

Donovan England is in a hurry. He’s wrapping up a phone interview with a reporter while he and his friends speed to the airport to board a private plane. His destination for the weekend? A bachelor’s party in New Orleans.

“Things are going pretty fast,” England admits.

The 34-year-old entrepreneur’s business—an eponymous line of bespoke suits—is also going places. Just take a look at his Instagram account, where nearly 90,000 followers look forward to his next post—usually shots of him wearing one of his own smartly tailored looks.

Donovan England 2There’s nothing off-the-rack about what Donovan England offers clients. Every suit is custom made to reflect each client’s personal taste. And the fit is impeccable, with England himself taking 23 different measurements to ensure that cuffs and lapels look perfect.

And can we talk about the fabrics? There’s a wide range of colors that go far beyond the usual black and navy blue.

“The fabrics are from England and Italy,” says England. “We looked at 100 different manufacturers before we found the right ones.”

England started out in institutional banking, but he realized that he wanted to work for himself.

“I’ve always been an entrepreneur,” he says. “I’ve started a lot of different companies. Some make money, some lose money.”

It was a couple of poorly fitting suits that convinced him to start his own custom clothing line with an initial investment of just $550.

“I figure that when you have a lot of money, you’re going to spend a lot of money,” England says. “We were able to do it with a lot of trial, and a lot of error. But it was all worth it.”

For six years England worked from home, but now he’s based at WeWork Uptown in Dallas. At his office, look for leather furnishings and a gleaming bar cart with top-shelf spirits.

“Our space that reflects what we’re doing with the brand,” says England. “We’re going for that haberdashery feel.”

Photos by Megan Weaver

Share on FacebookTweet about this on TwitterShare on LinkedInPin on PinterestGoogle+
start-your-business

5 Tips for Creating a Newsletter People Actually Read

If you think email newsletters aren’t important for your business, think again. In fact, niche-driven, carefully-crafted newsletters engage audiences and create a customer base that grows by itself. Take the New York Times, who for years had newsletters that were essentially an extension of their newspaper. In an effort to increase traffic, they shifted from newsletters driven by automatic feeds, to ones heavily curated by journalists, expanding to over 30 newsletters, which span a diverse set of topics including cooking, politics and parenting. The new strategy created a noticeable jump in open rates and subscribers. Their current email open rate is now 50 percent, double the industry average. Are you hoping to do the same? Here are five tips for creating a newsletter people will actually click and read.

Offer original, useful information

This may seem obvious, but your content is the most important part of your newsletter. It needs to be creative, thought-provoking and original. Many sites miss the mark by creating newsletters that simply rehash old material they could find on their website. You will add value by creating content that requires research, or is based on information that is hard to find.

Your newsletter should remain consistent in order to draw in readers who care about the topic for months, rather than days. This will help you build readership.

Make sure it looks good

Again, this might be obvious, but your newsletter’s design is an important part of ensuring readers click on, read, and come back to your newsletter.

This also holds true for written content, which should follow a consistent style. Make sure your newsletter’s layout is visually engaging and highlights your creativity by using high-resolution photos, illustrations, an appealing color scheme.

And don’t forget to build your newsletter with mobile capability in mind. Over 53 percent of all emails are read on mobile devices. If your newsletter doesn’t format properly on a phone, chances are it might not get read at all.

Treat it as a stand-alone product

Quality writing attracts and retains readers, plus it creates a word-of-mouth marketing campaign that can expand your readership. A great example of this is Lena Dunham’s Lenny Letter, a newsletter that has half a million readers and a 70 percent open rate.

Newsletters like Lenny Letter and those from The New York target specific kinds of readers. For example, Dunham, a Millennial feminist, has a largely, young female audience. By doing this, they establish real value in their writing that is difficult to replicate in marketing.

Market your newsletter

A newsletter can’t have impact until people sign-up for it. To get your hard work in other people’s hands, you must market the existence of your newsletter. Even though you’re probably creating a newsletter for the sake of marketing, you still need to get the word out.

Tell the world about your newsletter by creating simple banner ads online or marketing it through your existing social media channels. The New York Times did this when they started to diversify their newsletters and it was very successful.

Be consistent

If you’re interested in creating a consistent base of readers, keep them satisfied with scheduled content. Stick to a publishing schedule and build a pool of creative content you can pull from, if need be, repeatedly. Set a schedule that works for you. Whether that’s weekly or monthly, what’s most important is that your build trust with your readers with a regular, high quality product.

Share on FacebookTweet about this on TwitterShare on LinkedInPin on PinterestGoogle+