THE BRAND
How did you find your first cus- tomers?
Roarguns: People discovered my clothing in the stores that carried the brand. Even though I was unknown, customers found the pieces on their own, and that's how everything began.
What's one early mistake you'll never forget?
Roarguns: I once made a T-shirt where the neck opening was too small for anyone to actually wear it. (Laughs.)
How did you differentiate yourself in such a competitive industry?
Roarguns: I focused on creating original fabrics and unique manufacturing techniques made in Japan.
Using Swarovski crystals became both the signature of the brand and something I take great pride in.
How did you define your target customer?
Roarguns: I designed for my friends and for the people who were important to me. They were always the people I imagined wear- ing the clothes.
How did you grow from small- scale production?
Roarguns: I actually tried not to think too much about expanding the business. Instead, I focused on making good products. As a result, the business grew naturally.