
07.21.11
What They Bought
Nina Garduno, Owner of Sweatpants To The Stars Brand Free City
To a certain kind of customer, it makes sense to drop half a grand on a Proenza Schouler necklace made from climbing rope or a hundred bucks on a T-shirt by Comme des Garçons: You’re paying for the craftsmanship of a couture brand and you’re buying the cachet of a label that normally retails for several times those amounts. But what of a sweatshirt — created by someone with no design training, no seasonal runway presentation, and no global retail empire — that sells for $198? That’s the conundrum that faced former Ron Herman buyer Nina Garduno when she started Free City more than a decade ago.