The Power of Interior Design, Part 1

With a background in fashion, that evolved into the active realm over the last few years, designer and co-founder of Ortiz Industry, Clair Ortiz admits that good design philosophy, color theory, fitness, social and cultural demographics and trends, as well as dynamic aesthetics are key to every product that she design. “The biggest differences in fashion versus active is in functionality, end use, and audience.” We caught up with Claire and her business partner, Heather Park, at the Ducati showroom in Soho during their time in New York to talk about her brand, her design philosophy and her design goals for the future.

High End Weely: The Ducati brand is well-known for its distinctive Italian style, as well as its power, performance and sensuality. After designing a number of activewears, including a variety of lines for Serena Williams and Roger Federer, what kind of challenge did your latest project present?

Claire Ortiz: There are always sensuality, sex appeal, visual beauty, form and fluidity in my work. After all, apparel is an about emotion, visual appeal, and personal expression. After more than 25 years in the business – jumping from fashion to sport, and back again – I found I love both worlds and am inspired by each differently. I have an extremely sound technical background, and am an innovation junkie, while remaining rooted in hands-on craftsmanship. This fact, coupled with my love of visual language, color and style make this collaboration with Ducati quite effortless, and incredibly inspiring. Ducati has always been a brand that I have held in the highest regard.

With Ducati, there have been no challenges at all. There are organic synergies between our brands. Early in my career, I began to study and love Ducati’s design language, philosophy, history and innovation platform. My visit to Ducati in Bologne as a young designer is still one of my most inspiring trips. I have always been more inspired by design in art, architecture, motor sports, automobiles, etc. The world of design is so vast, there is so much to look at and learn from. I’ve always loved the intrinsic power of these beautiful machines, and the company’s masterful attention to detail is something that I also believe in wholeheartedly. Like Ducati, we believe in finally bringing innovation to the forefront, and never settling for “good enough.” They, like us, are very clear about who they are and what they represent. We have a very disciplined approach to design – it must be designed to perfection with hands-on craftsmanship and advanced innovation for pure performance, be useful, not decorative. Every component is carefully considered, adding value as a force multiplier to its user, uncompromisingly strong, confident, and highly functional. I know that Ducati’s philosophy is very much in the same realm as ours at Ortiz Industry. Thus, this was very much a natural fit.

HEW: Do you own a motorcycle?

Claire Ortiz: No – not yet. Many friends and ex’s have. Thus, I have had the pleasure to be a backseat rider. As a kid, I was quite the maverick – riding dirt bikes, scooters, skateboards, skates, etc. And getting a motorcycle was always top priority. I thought I would grow bigger though. Oh well. Getting a Ducati has always been on my list of things to-do. As a Ducati fan, my dream would be to get a custom Daivel, or Monster, which would fit my smallish frame. If Kat Williams has a motorcycle, I’m pretty sure I can handle one. No problem.

Motorcyclists have a pretty well rounded life overall…the uniform isn’t just padded leathers. Ortiz Industry only adds to the ability to ride without limiting you based on your destination.

HEW: Motorcyclists generally have a fixed mindset when it comes to their clothing. How did you plan to win them over with your new fashion line?

Claire Ortiz: Designing for any sport or category and introducing a whole new look generally gets a question like this. I have no intention of changing any mindset. This isn’t about me, or our team, or our philosophy. Motorcyclists will change on their own. They tell us what they want and need. There is a different barrier we must break and it is usually not the end-user who is reluctant to change. More often than not, it is the industry, or business. My business partner, Heather Park, and I have worked together for more than 15 years. In that time, we’ve come up against many challenges with introducing a new concept within a group. At Brand Jordan, where we met in 2000, we set out to change the “uniform” of basketball, and to drive a premium luxury apparel concept that was befitting of Michael himself. Our first collection concept was called “urban country club.” At the time, we were told we were crazy and that the basketball community would not get the sophistication of the modern prep look of the collection. That collection catapulted Brand Jordan to the forefront of basketball culture. The consumer – the ball players got it immediately. It represented the élite sophistication and powerful performance of the brand. With MJ’s blessing and the retail community questioning, we transcended basketball apparel based on what we knew for fact was what the kids who played really wanted.

High End Weekly: In meeting with the safety laws of motorcycle clothing, did this in anyway restrict your artistic talents?

Claire Ortiz: The collection was not designed as a protective outer layer. The collection is a base layer. All of our products are ergonomically engineered with full range of motion in mind. We create products that are restriction-less. Thus, the end-user can do as he/she wishes in it. Our clothing is fully ergonomically designed, so that on its own or underneath protective layers, the wearer is unrestricted. Our “master-sculpt” and “heroine chic” design philosophy is based on biodynamic motion – limitless in range – and focused on response and recoverability, breathability and, just like the body, intuitive. This allows for anyone to wear products with full range of motion. If the outer protective layers are as motion dynamic as our apparel, the wearer is golden!

When we met with Ducati SoHo team, we immediately spoke the same language. There was a need, they confirmed this need, and we came ready to provide it. There is also a change in the air when it comes to motor sports in all areas – the “gentleman” is on the comeback. We love the return of James Bond classic styling, with badass Matrix futurism, and full-on ninja warrior on a mission. There is a superhero in all of us.

High End Weekly: Can you share with our readers any of your future projects or collaborations?

Claire Ortiz: We have a massive R&D strategy for the next two to three years. We will go far beyond the current collection in terms of function and style. Our projects include e-wearables in the form of organic institute structure and design (no wires, traditional batteries, etc.), solar energy, communication via our wearables to a multitude of devices and end use, biodegradable materials and bio-ceramics/minerals as part of a sustainable functional future initiative, second skin, robotics, infrared energy, safety/protective, and so much more.

Our partners include some of the industry’s best, both inside and outside of apparel. We have collaborative efforts in place with DuPont in several areas of business as well as branding and apparel partnerships with UberRush (the NYC Uber bike messengers), and more in the works with global brands that are currently confidential, but will launch to market in 2015 and 2016.