story by Seth Friedermann
photos by Adrianna Favero
The globalization of fashion is a great thing. No, not the globalization of the commerce of fashion, or the globalization of the manufacturing. I am speaking of the whole world being a designer’s oyster of inspiration. Suno’s founder and designer Max Osterweis’ love of the East African garment called a kanga has moved him to do great things, found a label, export another culture’s art, and provide employment in Kenya. With this Suno’s seventh collection Mr. Osterweis continued to hit all of the notes that have brought him so much success but lightly played a few new tunes as well. A Suno collection is always lively and vibrant and Spring 2011 is no exception. The collection is full of the vivid and fun loving prints which are the signature of the brand and also included a sprinkling of some lovely white and cream-colored creations. When a brand has a reputation for one style of fabric, as with Suno and prints, the inclusion of a garment cut from a plainer fabric has a refreshing feeling.
Mr. Osterweis’ detail work is a key feature in the attractiveness of a Suno garment. He has a knack for using just the right size and placement of key features such as , pocket flaps, waist yokes, or even something as simple as a draw string. It is his tweaking of traditional Western garment shapes that when combined with the dynamic African prints gives birth to the Suno look. The clothes from the Suno Spring 2011 collection have a wonderful ease about them. The cuts are roomy, the fabric comfortable, and the fit is excellent. The most meaningful definition of a “lifestyle” brand is that the label’s clients feel that the designer is designing directly for them, that the clothing is a perfect expression of their personality. I strongly suspect that there is such a feeling within Suno’s growing base of customers.
Max Osterweis not only creates fun clothing, but pairs that playful spirit to moderately structured garments creating a uniquely urbane and adventurous feeling. As with so many successful designers it is apparent he understands that a designer does need to keep their “signature”, maintaining whatever it is that people are reacting to positively, but simultaneously recognizing that there is a need to keep growing and expanding the look of your line. With the Spring 2011 collection, Mr. Osterweis has succeed in doing this by adding new fabric choices, cuts, and shapes. The Suno prints are likely to continue as the core of the brand for an indefinite time, and appropriately so. The challenge then becomes how does the brand stay fresh season after season? With this collection perhaps Max Osterweis has given us the beginning of his answer; keep the printing presses rolling but launch some new issues as well.
