Jorge Rosa cherished a dream that became reality, by a twist of fate. Wasting no time, he invested in the creation of a brand of limited edition t-shirts, which has earned great success nationally and internationally. Walking frame is an author concept that wants to show ideas in a comfortable and affordable way for all types of people.
Tell me a little of the concept of your brand.
Jorge Rosa: Maybe I better tell you a little story of how it happened. The passion for t-shirts has always been part of my life, twenty years ago a friend gave me a kit to paint fabrics, it was for kids, it was a joke but I loved it. From that moment became a dream. The idea I had was to create limited editions for the market, but it was very difficult at that time, or I had to do them by hand, or painted them one by one. There was the transfer process, which has no great quality and screen printing which is justified only when ordered from 200 or more t-shirts. Fortunately, I got a machine that was what I wanted, allowed me to make only small quantities for a more industrialized process this does not work. At the time, I worked to pay the bills. I sold mobile phones. However, the company went bankrupt. I was unemployed and decided it was now or never. In the first year, the brand began at home, were boxes and boxes piled up, nobody could live in there and just had online sales. But what happens? The Portuguese like to feel, to touch the fabrics and still remains a certain mistrust of shopping online is like this: will the product arrive? Is it a scheme to rob me? There is still this kind of mentality. The project was working, but the output was not so, not that way at least. I went to Lisbon and Porto show my work and thankfully I found stores that were willing to represent my brand. Then I thought, if they can sell my product and stand, I can do the same. It was when I found this store. I have it about eight months.
Why did you choose this area? What attracted you?
JR: It was by chance. I search for stores in the city center, but the rents were too high. Then I saw an ad in the newspaper, a space in the old town of Funchal. At first I was hesitant, because until recently, this area was not as lively and crowded. It was very ugly and people did not like to come by. I came to see the store and liked it. The initial idea was to have a space that also works as a studio to be able to leave the house, getting things out of the living room, because it was an untenable situation, the price was nice, had a website and thought, eventually someone will come to the door, great, so people can touch before they buy. It was a happy coincidence, because that's when the boom of the painted doors begin, bars, restaurants and shops opened. I came at the right time. It is an innovative area, because there are projects everywhere. Fortunately, it has gone well.
How does the creative process works for the t-shirt?
JR: The creative parts appear. There are days when I can draw, work on one or two images and runs very well. There are others where nothing goes right. I have no method, things are happening. Spontaneously. At this moment, inspiration comes thru the internet, say what they say, is a fantastic source of information, I will not copy, attention, I see ideas and develop them from what has been done, also happens to me often be lying down and suddenly I have an idea and write it before I forget. In conversations with friends about a particular subject, there is a phrase and I think that would turn into to a nice t-shirt. I cannot say that I do only one kind of shirts with a message, for example environmental, nothing like that. The ideas they come up and I'll develop them.
Of all the limited editions that have done so far, what was the most successful?
JR: It was a message to the Portuguese. I went to get a dog, in a shelter for animals; she was very skinny, had been abandoned and was in very poor condition. I do not agree with the idea of giving animals the Christmas period, because it's cute. It is very funny at first, but of course an animal is a lot of work, so many are abandoned. So I threw a t-shirt with a picture of my dog with a sentence saying I'm not a Christmas gift. It is to force people to think that a dog is not an object you use and throw away. It is an irresponsible behavior. People immediately understood the message and want this t-shirt. It was perhaps also the one I most liked doing. It worked very well.
You have to shop, but continue with the project online?
JR: Yes, I continue. Especially for people who are off the island and they already know my project. At this time I sell to the U.S. and some European countries. It is too difficult to send to the rest of the world, but calmly I will get there.
How do you define the type of customer that wears your shirts?
JR: Interestingly, my client is over 25 years. They are people who like art, photography and innovative images. Below this age are kids who want a match outfit, come out a brand of new skateboard, or bike, whatever it is, and everyone wants to have it. Limited editions for teenagers does not work, doesn't strike any cord. Hence my client is being above that age group between 40 and 50 years old.
More women or men?
JR: More women. At the beginning of the project I would not even make t-shirt for women. But the supplier bases advised me to create at least half a dozen for females and it worked. They like more walking frame. I cannot explain why.
Why the name?
JR: Walking frame in Portuguese means wanderer. But it has nothing to do, what I mean is that people who use my t-shirts are like frames in motion.
http://www.walkingframe.net/index.php?cPath=1_31&osCsid=5be928e9ce5edf5ad6218f323382c8ce
