Wanna Be a ROX/STA!
Twittering across the internet via Facebook and MSN yesterday, word of brand new online site ROX/STA Studio that launched yesterday spread quick. Logging on to check it out, I found myself viewing not another typical shopping blog, but a more detailed one in terms of branding and ideas.
Remix men? Stage? Music? But this looks like an online shopping site; what’s stage, music and design got to do with it? So many questions hence I hunted down founder Michelle Tan to explain all.
Yes, we’re quick. ROX/STA Studio up yesterday. First interview on Tongue in Chic today. You read it here first.
I think lots of people will be asking you this, what made you start ROX/STA Studio?
Eight years ago, when I first visited New York, my cousin brought me to Urban Outfitters. I felt like I was in a retail playground! I loved their concept and it left a strong impression on me ever since. I also got to visit Colette in Paris last year, and I think it’s about time Malaysia had something like that – a lifestyle concept of fashion, art, music in one retail space.
Also, fashion, art, music have always been my favourite forms of self expression. So the idea of combining all three elements in ROX/STA Studio came quite naturally.
Why the name ROX/STA and what’s the meaning behind it?
ROX/STA’s motto is for people to put on the ROX/STA Mentality. For them to push for distinction. To be outstanding. To be an extraordinaire! It’s never about rock and roll and all the cliched lifestyle that comes with it. It’s about a driven individual, whose aim in life is to kick ass, rock it up and lead a life less ordinary.
Today, the term rockstar has evolved to include successful people who really rock. Think what Beckham is to football, what Rihanna is to pop and you start to get an idea. They are rockstars in their own right, and they definitely won’t need an electric guitar to prove that…
Likewise, ROX/STA is for everyone from all walks of life, with an inner roxsta. It’s the side of them that wants to get noticed and recognised for a great achievement.
But first thing’s first. Nobody’s going to buy into your life’s ambition to be something great when you’re bouncing around in dowdy clothes. You got to look the part. That’s why we’re calling out to people to Look it / Live it / Rock it.
Who else is behind the ROX/STA scheme or are you the sole mastermind?
It’s interesting you used the word mastermind! I was going to use that for my name card but changed it to Founder instead. I’m also the creative instigator for ROX/STA and designed the logo myself. But thank God, I’ve had many partners in crime who kept me motivated and helped out in a big way. Wouldn’t have gone so far without them… Josh, Mom, Cal, Kelynn, thanks a heap!
Right now, I’m hoping to cross paths with people who are interested to join the ROX/STA team and run with my vision to lead the brand to a more exciting level.
What is your plan for ’style/design/music’ on your site? For instance, i can see the style part coming into play, what bout the other two?
I want to provide an extra platform for any creatively-driven individuals to share their magic with the world.
For design, I am now looking for graphic designers and illustrators who are keen to take their work to another level. I’ve met many designers who constantly complain that their creativity is being killed by the clients in their industry. So I want to provide an outlet where they can go all out and see their creativity unleashed, adored and carried home on mobile art mediums like bags, accessories, and even being transferred to clothes as fashion!
For music, when ROX/STA Studio has an actual store, it will welcome any local artists to put their albums up for sale. They don’t have to go through a major distributor. The artist can just come up to us directly and we’ll take it from there. But for the website, I’ll be doing music write ups from time to time to highlight new albums being churned out by local artists and bands.
Ultimately, it’ll be fabulous if all three elements come together! Let’s say the rising pop star decides to perform in ROX/STA clothing and our pool of talented graphic designers work their magic on the artist’s album cover. That’ll be awesome!
Where do you source your clothes from? Do you design them yourself?
I design for ROX/STA but I didn’t come from fashion school! All I have are ideas which are translated and brought to life by my awesome tailors!
As for clothes under REMIX, I spend a great deal of my time at the wholesalers gleaning out the best pieces for my customers. I’m also planning on attracting designers who aren’t necessarily schooled in fashion but have a keen sense of style to paddle their fabulous creations under REMIX.
How often do you plan to restock?
I wish I could say something gutsy like every two weeks! But truth is, this ROX/STA project is started up from my own savings. New stocks will only be available as soon as the current stocks are cleared. That way I get my money back to make or buy more goods. I’m still new to running my own business and I don’t want to be bogged down by a huge bank loan right away. When I start to get a hang of this, I’ll make bigger investments to restock faster.
Who are these ROX/STA Spotlight peoople you pick, and how often do you feature a new one?
In the Spotlight is Sarah - Rox/sta’s resident model for the moment. She’s hot, ambitious and totally allergic to mediocrity; a natural born ROX/STA! The other one in the spotlight is Cris – our awesome photographer who’s really an IT guy!
ROX/STA Spolight plans to feature diverse individuals from all walks of life every two to three months. You can be an accountant or a lawyer and still end up under the ROX/STA Spotlight if we think you’ve got outstanding characteristics that would inspire others to aim for more in life.
Your payment methods are not constrained to just Malaysians, any plans to expand?
Being an online store means your customers are worldwide. If they like our stuff enough to pay extra for shipping, I’ll be more than happy to do so!
What were you doing before this?
Officially, I’ve been a copywriter in two small advertising agencies for five years. But because they’re small agencies, I got to work directly with my bosses, roped in to think up marketing strategies, pitch ideas to clients and correspond directly with them. I was even asked to compose corporate songs and jingles (both lyrics and the actual melody) for my clients because they know I’m musically-trained. This hands on approach meant I learnt and gained much more.
Last year, I got handed a fashion client and was basically helping them in every aspect of work involved for their brand’s launching here. So that was really fun and it prepared me mentally for what I’m capable of doing for ROX/STA…
How long have you been working on this before launching?
It’s been three years of dreaming, two years of wishing, and then a whole year of serious brainstorming in 2007. Come 2008, I started working full time on ROX/STA. Five months into it, www.roxstastudio.com is now finally online and ready to rock!
All pictures courtesy of ROX/STA Studio
Written by joyce
