One Scarf: Multiple Ways To Wear.

 

Chance to win a scarf!

1. Like Catch Carri on Facebook.

2. Share this post!

3. Email carri@catchcarri.com and tell us your favorite fashion tip. (Emails kept private and are used so we can notify the winners).

Minimalism is something I abide by more and more, especially when it comes to clothing. Do we really need 5 different pairs of black shoes and seven pairs of jeans? Or nine scarves that we may wear each of which only a few times a year? Heck no. But when I got an email for write a review on a new scarf from Otherworld Apparel, I couldn’t resist. This scarf has plenty of purposes– from a dress, a skirt and even a kimono. Being on the road anywhere from 2-3 weeks a month, I have also learned that packing as efficiently as possible allows me to be up and out the door in the mornings without rummaging through an over stuffed suitcase to put an outfit together. With this scarf, I can take care of a few outfits and keep a tidy suitcase.

The designs comes from Ashley Smith, who creates catchy designs by digitally printing photographs that she took from around the world. We chat with her below.

Q:  How did the idea for “Otherworld Apparel” come to be?

The idea for OTHERWORLD was first conceived at a small market in Jodhpur, India, where I spent all day trying on colorful saris, gorgeous scarves and embellished Indian wedding veils. They all made me feel so beautiful, adventurous and free, and in that moment I knew I wanted to share this feeling with others by creating a product that made a woman feel transported to exotic locales across the globe.

Q: What is the biggest challenge of running the business? And biggest reward?

The biggest challenge is having to wear so many hats: designer, social media guru, lawyer,  HR, chief marketing officer, head of business development, etc. You have to be really versatile and always be thinking one step ahead.

The biggest reward has been hearing how Otherworld pieces make my customers feel: light, free, beautiful and exotic are just a few of the adjectives I’ve heard. I built the brand based on a feeling of freedom and adventure I had while traveling the globe, so to hear that one of my designs has made a woman feel like the most beautiful version of herself makes this journey all worthwhile.

Q: Tell us more about how you use photos to create the scarves? What places in the world are the designs inspired by? 

Each collection is inspired by a different country I have visited; the first collection is inspired by the golden paradise that is Morocco. We use the photos as a base for the prints and then add abstract elements on top of the images to make them more interesting and fit the shape of the garment. We used a photo of the Grand Mosque of Hassan II in Casablanca for our Grand Casablanca print, an image of the fragrant bougainvillea in the Jardin Majorelle in Marrakech for our Jardin Majorelle print, and an image of the wind-swept sand dunes in the Sahara Desert for our Saharan Nomad print.

Q: What has surprised you most about owning a business?

I have been surprised at how many people are willing to help and get involved. So many people have reached out with ideas or introductions, old friends and co-workers have supported the business by buying a piece or sharing the site with their networks, and customers have even wanted to get involved as brand ambassadors. It really feels great to be supported by so many people, all because they like what Otherworld stands for.

Personal: Choose all, none or just one!

Q: What is something readers would be surprised to know about you or your business?

Q: If your friends had to describe your personality in one word what would it be? 

Vibrant.

Q: If you could go anywhere in the world tomorrow where would it be and why.

This is so tough but I think I’d have to choose South Africa. The coastline, the mountains, nearby safaris, world-class surfing, great food, interesting people (gotta love accents!)… and I’ve never been there. I always try to go to new places so I can learn something new and be challenged.

Q: If you could give a shout out to one person who has helped grow your business or an employee who has gone above and beyond who would that be?

My parents – technically two people – but one amazing unit that has supported me from the beginning, even when Otherworld was just an idea on paper. They are the ones who encouraged me to travel at a young age, and create a life I don’t need to take vacation from. They would do anything to see Otherworld succeed and have far surpassed my expectations for their involvement. They’ve travelled to trade shows with me, built massive excel sheets to track my wholesale orders, provided advice on the next steps for the business and even helped me find interns! I have so much love and gratitude for them.