Breakthrough artists such as The Weeknd and even sports superstars like Terrel Owens have been spotted wearing Profound Aesthetic -- a clothing label that is the definition of "cool."
Co-founder Iram Zaidi has played a big role in the apparel company and we had a chance to interview her about what the future of fashion might look like.
7 Questions with Iram Zaidi
1. How did you get involved in the fashion industry and what motivates you to continue?
You never really get involved. It starts very young. The fascination with fabrics, the coordination of colors, and an innate desire to stand out. For us that passion lead to the desire to create instead of follow. To be able to predict what is next because you are in the driver's seat. Not waiting for someone else to show you the way.
2. How do you define cool?
We have a saying at Profound, “Do you to the fullest” -- that is what being “cool” is about for us. As cliché as it sounds, it's never about what you're wearing.
3. What is your must-have piece from Profound Aesthetic?
Wow, that's like picking a favorite child. If we must, it'll be the accessories. Accessories are often so underrated but for us it is the defining factor in having “style.”
4. What’s your favorite fashion trend at the moment?
Patterns. We are in love with patterns right now, especially florals. [We love to incorporate] patterns, especially in products such as hats [which] is a step in a new direction, especially for menswear. The beauty of a trend is the unpredictability of it. It's about being daring and giving people the cultural okay to do it.
5. What do you predict in the future for fashion?
Fashion is always a reflection of where society is headed. More so than ever before, we are doing away with labels, and stepping into a realm that is free reign. With the power of social media we are able to be more aware of the world around us. That's where fashion is at too, there are no rules. Flowers are no longer just for girls. Well tailored clothing isn't only for a certain demographic. A snapback hat isn't only for men. There are just no more rules keeping us caged in a box as a society. Fashion is the greatest reflection of that.
6. How do you reset yourself to be creative?
We read a lot of blogs. We watch a lot of interviews. We travel. We meet new people. We Listen to new music. We follow popular culture. We read. We study history. We are always conscious of the world around us and we soak all of it in like a sponge.
7. Have you spotted any celebrities wearing Profound Aesthetic?
The great irony in superstardom is when you finally achieve a certain level of fame and wealth, everyone wants to give you stuff for free, so when you have a celebrity that finds you on his/her own and purchases from your website, it's a pretty good indication that you're doing something right since they have the best of the best at their disposal. We've had some industry greats reach into their pockets and represent our brand, no endorsements, no incentives.