Today we’d like to introduce you to Anita Patrickson.
So, before we jump into specific questions about the business, why don’t you give us some details about you and your story.
I have been working as a celebrity styling in Los Angeles and NYC for the last eight years, dressing everyone from Emma Watson to Chrissy Teigen and Julianne Hough. However, in addition to the styling which I love, I always knew I wanted to build a brand.
I wanted to create something that felt a ‘longer lasting’ than a fleeting red carpet moment, something that connected people, felt meaningful and experiential. I felt really strongly about creating something that took away from the waste problem rather than adding to it. After oil, fashion is the dirtiest industry… and so, Amanu was born.
Great, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
Of course not! Starting a business is a bumpy dirt track, but that’s also half the fun!
Starting Amanu was very unique as there really isn’t anything else like it. I had nothing to compare it to or to do a case study on. On one hand, it was incredibly exciting being able to create something brand new and not gets bogged down with anyone else’s learnings. On the other hand, it’s quite terrifying having to write the entire book as you go.
Please tell us about AMANU.
We are a custom sandal brand. We create one of a kind sandals designed by the customer and crafted by our in makers in our West Hollywood studio. We believe in preserving this ancient technique and value human connection. We cut off only the materials you order and what we need to make each shoe.
This model of sustainability means we have no finished inventory and we can cut out toxic emissions and glues by using small brass tacks to keep straps in place. All our vachettas are chrome-free and vegetable dyed. I am most proud of our skilled makers and our commitment to being as sustainable as we possibly can be.
Do you look back particularly fondly on any memories from childhood?
Being out in the bush on our farm in Africa with my family. Watching the sunset, trying to catch bats as they would leave their hiding places and dart out into the orange skies. Listening to the sounds of the birds going to bed, whilst the jackals, lions and other nocturnal animals got ready for a night of hunting and play. Africa is my home and favorite place on earth, and there is nothing better than being out in the bush.
Pricing:
- Our sandals start at $245 and go up to $310
Contact Info:
- Address: 605 N West Knoll, West Hollywood, CA 90069
- Website: www.amanustudio.com
- Phone: 424.279.9466
- Email: [email protected]
- Instagram: @amanustudio
Getting in touch: VoyageLA is built on recommendations from the community; it’s how we uncover hidden gems, so if you know someone who deserves recognition please let us know here.
