Founder of the recently Eco-Age Brandmarked clothing company Marfa Stance Georgia Dant shares how her knowledge and experience in the fashion industry has led her to create a brand with the ability to curate, sustain and evolve signature styles for lifelong wear.
What inspired you to launch Marfa Stance?
As a former transatlantic traveller, what to pack for long trips across different continents was always a challenge, particularly taking into account changing climates and unprecidented weather. I constantly searched for timeless and beautiful investment pieces that were high quality, that I could wear again and again but with little success. I did my research and discovered that many of my friends and colleagues were experiencing the same problems.
The idea to create Marfa Stance came to me while on a road trip from New York to Marfa Texas. I was inspired by the artistic community of Marfa and the understated simplicity of Donald Judd’s art. While at the Judd Foundation Architecture Studio looking at Judd’s simple yet functional furniture, I decided I wanted to create an ethical brand that I would want to work for, built upon values of creativity, community and consciousness, creating multi-functional product that are made to last.
First, I decided to design one lightweight, water-repellent and multi-functional jacket (the reversible quilt). I wanted the piece to be reversible and adaptable, to be worn in different ways and evolve by adding buildable elements so it could be updated and never feel tired. Since my career in design began in menswear, I have a real passion for archival menswear garments as they have both form and function and are not over designed, so I based the style on a military M65 liner which buttons into a parka. As the idea developed I added the parka – which the quilt can button into to make a winter coat – and the removable collar which works across both styles. This concept has now been expanded upon for the main brand launch in October. The intial introductory capsule collection is a seasonless and foundational edit of luxury and timeless wardrobe essentials to complement the buildable outerwear message.