.Bk founder Teghvir Sethi [left] and guest at the #InventorsGarage launch event
As a lady who loves menswear, I’m constantly on the lookout for brands and designers that are fresh and cutting edge, not only for my male readers, but for the ladies that love to rock menswear themselves. About a month or so ago I was introduced to .Bk [said “Dot BK”] by the lovely women at Janine Just Inc. The Brooklyn-based brand designs and produces limited-edition mens shirting in a cool palette and size range, fitting for both sexes.
I loved the concept, and wanted to learn more about the brand and the man behind it, Teghivir Sethi. Read on for the full story on .Bk, and what we can expect from the brand in the future!
Tell us the story behind .Bk.
In September 2012, I was commuting from Bed-Stuy to Midtown & running the menswear division of my father’s small independent brand. Back in the 70s, a production run fit in the back of my father’s Dodge Colt — he’d drive around the Midwest selling to boutiques & regional chains. Where there were once thousands of local boutiques, there are now a handful of mass-retailers dominating the globe.
Generally, online retailers are out to solve a simple problem for customers. Generally, the benefit breaks down to a value proposition (low overhead –> low prices) or convenience (let us choose for you). These retailers claim to “reinvent” fashion (echo:”Silicon Valley”) when they’re simply repackaging mass fashion through the tools of online retail. It’s business as usual for everyone except the customer.
I started .Bk to solve a complex problem for designers & customers alike: scale. We produce clothing at a run of a 100. At a better price than mass-produced “designer” clothing. Why is this different from a typical online retail value proposition?
Aside from saving our customers money, “cutting out the middleman” allows us to operate at a revolutionary scale: limited edition design, artisan-scale production & in-disposable clothing. We’re out to turn back the clock on mass production, mass retail & mass appeal.
A selection of .Bk shirts from the #InventorsGarage launch event
We love that you feature women in your shirts on the website? Will you be doing women’s pieces soon?
It’s one of the many things we do differently when it comes to our branding. We’re not out to sell machismo, or any traditional sense of a men’s brand. We design for individuals. The women & men featured on our site have all founded something unique & different.
With that said, we design to our strengths. So, no womenswear soon. Women’s fits & sizing on menswear? It may be in the works.
What lifestyle does the Dot BK consumer uphold?
Our customer doesn’t want to be told what to wear, or who to buy a basic tee from. They want to know more about the clothes that they’re wearing: who made it, and what inspired its design. And, they’re constantly evolving their own personal style.
Why did you decide to have your business headquartered in Brooklyn?
Our designs are inspired by 21st century subcultures. And, Brooklyn’s got the highest population of “live your own, unique way” kind of people. If it was anywhere else, we’d run out of material after two collections.
What can we expect in the future on the business-end for Dot BK?
This isn’t your typical scale-able startup. Regardless of demand, we won’t be increasing our quantities (60-100 per shirt) any time soon. Right now, we’re focused on expanding the lifestyle collections: look forward to items beyond button-down shirts. And, the Dossier (our spy journal on subcultures, written by the best writers & photographers in Brooklyn & Austin) will be launching in the next week!
It was a pleasure speaking with Teghvir Sethi of .Bk. Stay on the look out for more #MANday features!
*Photos courtesy of Janine Just Inc.