Today we’d like to introduce you to Laura Howe.
Hi Laura, we’d love for you to start by introducing yourself.
Size is relative. At Matrushka, we provide something almost no one else does: hand-made clothes that can be altered on the spot! It’s all about simplicity and great fit. Clothes should look great, be comfortable, and give you confidence for every occasion. In our shop, if you don’t find your size, we will make it for you.
I started Matrushka with the idea that things can be made here in America and done at with quality at an affordable price. We hand-make each piece in the shop and employ people in the community. I believe that things can be made in a limited and special way to make the experience unique to each person visiting. We have our sewing machines right in the shop and visible for everyone to see. We use deadstock fabric, which helps cut down industry waste. When you visit Matrushka, you can see our designs and can buy right off the rack, but if you don’t see the size or fabric you like, we make it for you and to your measurements. I can also alter the garment right on the spot if it needs a slight alteration, like a hem or taken in a bit. I have always believed in a more accessible approach to design in the I think everyone should be able to have nice, well-fitting clothes at a price that isn’t prohibitive.
Also, when you visit the shop many of the pieces are one of a kind so you never know what you will find. We do offer conventional sizes but since we make everything in house, we can do whatever size you need.
I come from a family that believes in the importance of honing a craft and sharing it with others. My English grandmother was a seamstress and meticulous dresser and had a profound influence upon me. After many years, I’ve grown into a clothing designer, art patron, and entrepreneur. I believe strongly in the holistic benefit of making dresses within our community – by the people, for the people.
I grew up in Ohio and came to LA in 1985. I went to USC and got a bachelor’s in fine arts. I had my first solo show right out of college and spent several years pursuing a fine arts career. I worked as a fabricator, welder, carpenter, painter, and worked in many galleries and museums. I was also in two bands: Two Much Girl and Der Splatzen during the 90’s. The downtown and Silverlake arts scene was incredibly vibrant and an exciting place to be.
During all this time I slowly got obsessed with clothing design and fabrication. I made pieces and sold in several small boutiques in the neighborhood before becoming involved with Matrushka Construction in 2002. On a budget on nothing we renovated a small space within the food storage area of Millies Cafe and embarked on creating unique bespoke clothing for the next 21 years. We had events in the early days to gain attention, and one of the most successful was our T-Shirt Nights.
We would take orders similar to the fast-food concept and proceed to make 100 t-shirts in one night! We would get many volunteers, some of whom are famous local musicians from the Silversun Pickups and Dengue Fever, and many other amazing artists. These events turned into great dance parties as well.
The idea I always believed in being closely involved in the community. I think my designs have been informed as much by my clients as by inspiration in fashion. I see people every day trying on my clothes, so I have been able to really work on getting great fits that work on all body types. I can design and alter pieces that fit anyone. I also love looking for good fabrics. We are so lucky to be in a city with one of the biggest fabric districts in the country. I usually go downtown looking for fabric 2 or 3 times a week. I compare it to a chef who wants to get the best produce from the market before it is gone. It is very exciting to score great fabric, get back to the shop, and create new pieces.
We even make our own shopping bags out of the scrap fabric and print out own labels for the garments. I have also a passion for the environment and wildlife. I love creating and collaborating with other artists for images to put on our garments. I have always done our own silk screening for t-shirts and jackets, dresses, etc. I do all of it on-site, and every piece ordered on the website is silkscreen and made by myself. I think I have sewn close to 20,000 t-shirts over the years.
What is unique about Matrushka is that we do everything, I mean everything ourselves, and it has worked. I wish more people would believe in what can be done in business in their own community and not outsourcing to big factories.
We all face challenges, but looking back, would you describe it as a relatively smooth road?
We started Matrushka with basically $200 and a vision. I had another job at the time as an art handler and mount maker. The success of Matrushka was gradual. We had to move 4 times in about 6 years. I took over as sole owner during that time. I had to be very careful where and when to invest and grow since the margin of error was tight. There was a lot of experimentation as well. It wasn’t until 2012 that things really began to take off.
Then once again in 2020 a major pivot came during the pandemic, and we were able to jump to making masks. Since we were able to pivot so quickly, we went a bit viral and were able to make about 20,000 masks in a very short time, hiring and small army of home sewers. It was such a scary yet exciting time for us.
Thanks for sharing that. So, maybe next you can tell us a bit more about your work?
One of the most rewarding things I have experienced with Matrushka especially when it seems like the world is stacked against you and small business, is how excited or grateful clients are for what you do. I have had clients break down and cry when they struggle to find clothes that fit them or they are feeling unattractive. I have always used the motto that “Size is Relative,” meaning that the labels of small, medium, and large are just a construct created to give people a guide to find things that fit. I wish there was another way of labeling clothes so people would not get so upset about their size. There is so much variation in size that it shouldn’t be used as a way to make people feel bad about themselves.
So, when people come to me and find things that fit, they are so happy, and many times people have told me they thought they couldn’t wear dresses or certain clothes. People have had such gratitude for what I have made for them, and I can tell it makes them feel good about themselves. That is incredibly rewarding to me and gives me a sense of purpose.
I believe that is partly why I have been in business so long because I can make things to fit each individual and they keep coming back for more.
Any big plans?
I am planning on setting up a storefront in Seattle. I have been going up there and doing Popups in Belltown for the past couple of years. I find the energy and creativity very positive up there, so I hope to be inspired by a new location. I am also an avid outdoors person, I get very inspired by hiking and exploring new locations especially mountains and riparian habitats. I am very excited about exploring the Cascade Mountains.
I am also open to and exploring people and places who would consider hosting me in other towns and areas to do popups where a come and create new pieces in situ as it were.
Contact Info:
- Website: Matrushka.com
- Instagram: Matrushkastyle
- Facebook: Matrushka Construction
- Linkedin: Matrushka Construction
- Twitter: Matrushkastyle
- Yelp: Matrushka Construction
Image Credits
Marc Luckea
