SWIM DOWN MEMORY LANE. Top male model Garrett Neff opened up a new chapter with his own swimwear line, KATAMA. He raps humbly about the inspiration behind it and shares valuable insight on the fashion business
Garrett Neff wearing the latest collection from KATAMA
Many models have tried to break out of their role by moving to the other side of the lens, be it as a photographer, stylist, etc. Only a daring few would come up with their very own fashion line. Because, while fashion is fun, the business part of it is nothing but a long string of surprises—often of the unpleasant kind.
Garrett Neff, of course, knows this all too well. Having been in the modeling business for more than a decade, he has become the face of a bevy of brands, two of the most recent being the campaigns for Salvatore Ferragamo fragrance and Carolina Herrera. But going from in front to behind the camera (and often behind the one behind the camera) is not as easy as it might seem. Following KATAMA’s latest spring/summer fashion presentation in New York and a pop-up shop in Miami, the world’s top male model tells the story with unbridled honesty.
DA MAN: Hi Garrett, let’s start from the very beginning. When did you have the idea to create a swimwear line of your own?
Garrett Neff: So much of what we create at KATAMA is based on those memories of summers with my family, those endless, activity-filled days in the sun. The idea for the brand was in my head for a while, but looking at old family photos and seeing how well those swim trunks styles held up, I knew I had the foundation for a great line.
DA MAN: And how did you approach the business part of this venture at first?
Garrett Neff: When it came time to approaching the business, I knew I wanted to tell a story not only with the classic styles, but also with the brand images. You’ll notice that we like our canoeing, our sailing, our lawn games, lakes, bays and rivers. There’s something inherently luxurious about moments that are so simple. I felt that this spirit has been missing.
DA MAN: Did your background and experience as a top model in the industry factor in to the reason why you wanted to explore and jump into the business side of things?
Garrett Neff: Growing up, I had no grand plans to work in fashion. I loved the way clothing could help you take on different characters, but modeling really helped pique my curiosity in the industry. Having modeled for eleven years now, I have not only grown to love fashion but also have learned a great deal about both it and myself. I love the stories fashion tells and the collaborative process of creating them. A decade in, it finally came time for me to tell my story, and I had the education and enthusiasm to tell it.
“Looking at old family photos and seeing how well those swim trunks styles held up, I knew I had the foundation for a great line”
DA MAN: Who did you look up to for this project?
Garrett Neff: Bruce Weber and Ralph Lauren immediately came to mind.
DA MAN: Any interesting advice from the people you had worked with in the industry?
Garrett Neff: The one that always stands out is from Phillip Lim: “Keep it tight, keep it right.”
Garrett Neff wearing Katama swim trunks
DA MAN: What does KATAMA actually mean?
Garrett Neff: Katama is the name of the village on Martha’s Vineyard where I would spend summers with my family. All of those old family photos that inspire the collection? Most of those were taken in Katama. It was the name of the bay where I went fishing, sailing, canoeing, clamming.
DA MAN: How would you describe the brand’s DNA?
Garrett Neff: KATAMA trunks are meant for the wearer to best connect with himself and with the outdoors in a sophisticated yet inclusive way.
DA MAN: What would you say are the distinctive design aesthetics of Katama?
Garrett Neff: KATAMA is vintage and athletic-inspired. You can see this on the cut and piping of our Braden trunks, and in the Navy SEALs-inspired details on our Jack trunks, just to name a few.
DA MAN: What’s your inspiration for the spring/summer 2017 collection?
Garrett Neff: I’ve always been drawn to the works of Andrew Wyeth, probably because I grew up 10 minutes away from him and also because I would spend summers, as he did, in New England. I was able to translate a lot of his colors and all-American sensibility into the spring/summer 2017 collection. So, to answer your question, that would be: Andrew Wyeth, the Brandywine River Valley where he painted and, as always, a family road trip up the New England coast.
DA MAN: Do you also design the products yourself? How personally involved are you in running this business?
Garrett Neff: I’m incredibly involved from beginning to end. I design, oversee product development and production, business development, sales and manage pop-up shops. I even answer e-commerce questions and pack the products and write notes whenever possible. We’re a small operation, but above all, it gives me joy to be involved this much. The interaction with customers is very fun and also helpful.
Garrett Neff wearing the latest collection from KATAMA
DA MAN: In your opinion, what are the current prevailing trends in men’s swimwear?
Garrett Neff: I’m liking swimwear with a bit of stretch right now. Trunks can be tailored slim and still be comfortable as you move around. I think this largely ties in with the whole “athleisure” moment fashion was/is having, but consumers now know they can have supremely comfortable clothes that are still attractive and flattering.
DA MAN: Some say that what differentiates premium swimwear from mass-produced products mainly boils down to the quality of fabrics used instead of aesthetic considerations like style and design. What’s your take on this?
Garrett Neff: I totally agree. There’s no replacement for great fabrics. The same is true for construction and trim and every other detail. I can’t tell you how much time we spend agonizing over zippers and D-rings, the perfect hang tag even. All of this makes for a better suit and emphasizes the specialness of the product.
“Base your look in the classics, make them suit your most active needs and try to add an element of personal significance. Also, have fun”
DA: Now, some stylists say that different types of swim trunks fit different body types. What do you say to this?
Garrett Neff: This is completely true. And different people even like different trunks on different days for different occasions. One of the things I’m proudest of is the variety of trunks KATAMA offers. On any given day, I might have a different set of activities, and it’s with these activities in mind that we can keep expanding our collections.
DA MAN: How happy are you with KATAMA’s development so far?
Garrett Neff: It’s incredibly fulfilling to design collections that tell a story so close to my heart. And then for costumers, editors and friends to receive it as well as they have … I mean, that’s the most you can hope for. I’m happy, too, that this response has allowed us to plan all of the exciting ways KATAMA can grow.
DA MAN: Seeing how the current collection comprises short-sleeve shirts and French terry zip-ups, does this mean that KATAMA will also expand with bigger collections?
Garrett Neff: I don’t like to get too far ahead of myself, nor do I like to say no to my creative impulses. So, there’s a fine balance that makes it hard to say for sure what will happen down the road. I will say that in the immediate future, we have a capsule collection with an amazing cashmere beanie, a raglan turtleneck, and some other cold weather pieces.
Garrett Neff wearing the latest collection from KATAMA
DA MAN: Since you’re now much more involved in fashion, do you see the whole business in a different light?
Garrett Neff: I always thought of myself as having an appreciation for the different roles that build the collections, but now it’s on a whole new level. It’s absolutely insane how many decisions have to be made over the simplest things. I can’t say I see the business differently, but definitely with a heightened sense of appreciation.
DA MAN: And on a parting note, what is your personal style philosophy?
Garrett Neff: Base your look in the classics, make them suit your most active needs and try to add an element of personal significance. Also, don’t forget to have fun.
Photography Ronald Liem