JJ from Love This City had the great opportunity to sit down with the founder of Tagged Threads, Bay Yess. Tagged Threads is a unique clothing brand from Montreal that combines the world of street art with fashion to showcase and highlight the real works of artists, while conveying messages of positivity. Lately, Tagged Threads has been getting a lot of positive media exposure, especially last month at Digital Dreams Festival, as seen in this interview with high-profile EDM DJ, Luciano.
*Special promotional announcement: visit Tagged Threads and enter code: LUV20TT to save $20 off your purchase. Offer expires Wednesday, August 6th, 2014.
JJ: So let’s start by finding out more about you personally—the woman behind the “entrepreneur.” Tell me a little about yourself. Where are you from? What’s your educational and professional background?
BAY: I am originally from New York City and Miami, with lots of family scattered all over the United States, but am now a proud Canadian after having lived in the wonderful Montreal for over 14 years. My professional experience and education started in the jewellery business where I studied and worked as a gemologist. Moving to Montreal, it was difficult to keep the niche specialization of a gemologist without moving into the business side of the jewellery world. Opening up my options led me to 12+ years experience in managing production and buying, as well as e-commerce, merchandising and sales. During this time, I also decided to go back to university, majoring in both business management and economics.
JJ: What are some of your interest and hobbies?
BAY: That’s a tough question, I have way too many! I love sports, including hockey (Go Habs Go!), basketball and playing tennis. Some of my hobbies include photography, painting (acrylic paints on canvas), anything music related, travelling and of course shopping (apparently I have way too many shoes and handbags).
JJ: When and how did you come up with the concept and idea to launch Tagged Threads?
BAY: I first had the idea after having met the talented graffiti artist, Mr. abiLLity—his artwork is truly inspiring. It was not until three years later when I finally decided to make it a reality. Once the decision was made, everything fell into place, and Tagged Threads launched May 23rd, 2014—just three months after making the decision to go ahead.
JJ: What is the significance of street art to you?
BAY: It’s possible my New York roots are what originally influenced my love for graffiti. Living in Montreal definitely complimented and grew that love. Perhaps it’s the vibrant colours, the talented work of the artist, or simply something to put a smile on one’s face; there is a “je ne sai quoi” that captures me.
JJ: What is your argument against people that believe graffiti is just vandalism?
BAY: It’s tough. Yes, there are some people who put up graffiti, which is definitely not art. I think the question should be, “How do we make graffiti art more appreciated and less controversial?” It’s about finding a way for artists to showcase their talent and have their creations be recognized, without being misrepresented.
JJ: Where do you get your inspiration from when you are conceptualizing clothing pieces?
BAY: The work of the artist—their artwork is the essence of Tagged Threads and keeping the artist true to their talent is something I think is very important.
JJ: You mention that you work with real artists. What do you look for when deciding who to work with in particular?
BAY: Meeting the right artist is something you feel, not see. Although, it’s their artwork that speaks volumes. I look to work with artists who brighten up the dark world with a positive message or suggestion.
JJ: Can you give any insight into how you plan on standing out in such a competitive market, especially with regards to your marketing and promotion strategies?
BAY: We offer customers more than just an online shopping experience. We bring the experience into their homes and lives, socially. Every one of our products is packaged as a form of art, which includes an Artist VIP card. The card has a photo and signature of the artist, with access to a hidden VIP section onsite.
JJ: What are some of your immediate goals for Tagged Threads?
BAY: Our goal is to mobilize street art in form of a clothing line. Having our line available for everyone to find and shop is a priority. We’ve recently launched on Shop.ca and are working on expanding channels to shop our collection.
JJ: What is your vision, purpose and end game for Tagged Threads?
BAY: The vision—merging the worlds of art and fashion, creating a community where artists and art lovers can connect. End game? It never ends! We have plans to expand the group of artists we work with (tattoo artists, painters, digital artists etc.)
JJ: How and where can people follow up on the latest news from Tagged Threads?
BAY: The most convenient way to connect and keep updated is via liking us on Facebook or following us on Twitter. You can also subscribe to our newsletter directly on our website.
JJ: Are there any events or significant dates that the public should look out for in the next little while?
BAY: Lots of exciting things to come. Connect with us online and you’ll be kept updated on all exciting events. If you will be visiting Montreal in the next few weeks, be sure to check out these two festivals that we are involved with: Osheaga Music and Arts that takes place this Civic Holiday Long Weekend, August 1st – 3rd. In addition to the music and musical talent, they always have amazing graffiti artists at the festival. The Under Pressure International Graffiti Festival that runs August 9th – 10th is the longest running graffiti festival focusing on community development, artist empowerment as well as positive youth development.
JJ: Love This City looks forward to witnessing your future success. Thank you so much for taking the time out of your busy schedule to meet with me, it is greatly appreciated.
