Fresno may not be the fashion capital of the U.S., but the story of one young entrepreneur’s vision may change Fresno’s standing in the industry. Bryan van Haughton, 21, is the mastermind behind House of Fetch Couture. HOFC, and its economic friendly label Rouge, houses some of the best pieces of artistry in today’s fashion industry. The designer’s creativity for each collection comes from many inspirations. “I use my friends for inspirations,” says van Haughton, “as, well as my muses, but music is my main inspiration for many of my collections.”
Van Haughton wrote about his own vision of an ideal client for his clothing line. She is a “young woman with a no-bull approach to life… She’s one of the most genuine people you will ever have the pleasure of meeting – with a closet to envy.”
Van Haughton was discovered by Internet buyers after creating a blog to help market his collection, where he was able to sell an entire collection, and received the majority of the profit. Now, a buyer can find House of Fetch Couture’s clothing for sale on USTrendy.com, in San Francisco; SenseofFashion.com, from Israel; and TribecaRetialClub.com; out of New York, and owned by Laura Little. Laura Little recently purchased two pieces of van Haughton’s collection and is planning on showing and selling his work, through her online boutique, worldwide by the end of September.
Prices from House of Fetch Couture’s main collection can range from $80-$350 depending on fabric choice and labor. Rouge, the company’s diffusion label, is more recession friendly. Prices from Rouge can range from $35-$150.
Van Haughton said he hopes to be able to expand his company in the near future. “This is a one man operation. I design and make the clothing, I work on the web site, I work with sales, and I create my own trailers and shows. It’s time for an expansion” he said.
The number 13 comes up a lot in van Haughton’s workspace, and especially in the interview. “It’s more sentimental than anything,” he said. “The number 13 is close to me, because the company’s name was started when I was 13, there were 13 looks for each collection in the beginning, and when you put the one and the three closer together, they form a ‘B.’
Part of his ultimate goal is to open 13 boutiques. Eight in California, one in Paris, one in London, one in Tokyo, and two in New York.
“Although I am the creator of House of Fetch Couture, the clothes are the real star,” van Haughton said, “I want my clothing to be well known, to be identifiable; I don’t care if people don’t recognize me. I’m just the man behind the curtain.”
In Spring 2011, van Haughton plans on putting on his first fashion show of his collection titled Lycanthropy. “It’s a story told, by the clothing itself, about volatile, werewolf like women portrayed by mystery and sex” he said. Lady Gaga’s song “Teeth,” and Shakira’s song “Shewolf” are prominent inspirations for the Fall/Winter 2011 line.
The designer’s ideal client is “the lead in that action flick called life and she knows that every time she steps out on the town, it’s another opportunity to steal the scene,” he wrote.
That’s exactly what van Haughton is doing; bringing life, art, and fashion, to a city that is yet to be exposed to something as trendy as House of Fetch Couture. Be ready Fresno, the industry of top clothing design is taking over, and soon the city will have its very own fashion week.
