After the VFW (Vancouver Fashion Week), there was one line in particular that was able to quickly grasp the attention of its audience.  Some might just blame it on the loud rock and roll music in the background.  But fans of Hawks Ave know; the rock and roll ambiance was just the right icing on the cake to define a line so bold, so strong, and so admirable.

Designer, Jenny Sandberg of Hawks Ave. utilizes an eco-friendly line and alters it exceptionally well with her ‘bad-ass’, rock and roll inspired, street wear vision.

Without further ado, I managed a fortunate opportunity to be squeezed into her tight schedule for a quick one on one, with the artist, the designer, the mind and the amiable personality behind Hawks Ave, Jenny Sandberg.

Let’s just start off with your background, could you please tell us a bit about yourself?

J: I’ve been in the industry for 12 years so I’ve done everything from custom design to teaching. I teach right now at Blanche MacDonald and I also design for, and operate Hawks Ave.

When did you realize you wanted to be in fashion?

J: I always had my own unique vision of what I wanted to wear, but I couldn’t always find it in the market. I started making my own clothes to fit my own style, and people would want them for themselves. I started out making small custom orders; one of a kind pieces, and from there I started designing denim. Now I design and run Hawks Ave.

How did you come up with the name Hawks Ave.?

J: I grew up in the North of BC, and I’ve lived in Vancouver for 7 years now. I wanted my company to have something that was part city, and part nature.  I’m inspired by nature, and brought back to reality by the city. Hawks Ave. is a street wear line, but all the designs have an element of nature in them shown by the art work — for example the Spring 2010 line is themed ‘hunters, trappers’ with the stag and antlers, the hawk skulls, the bear paws, and the pistols. Hawks Ave {the street}is actually a couple blocks from the factory where everything is manufactured so it kind of fit perfectly –you know a little bit of Vancouver, with an element of nature.

What are your influences for coming up with your pieces?

J: When I’m designing I always think about what’s going to be comfortable as well as fashionable and of course keep it edgy. Hawks Ave is a rock and roll inspired eco line. I wanted a bold, stand out line that could speak for itself. I also always think about the sustainability factor, and how each person can do their part for the environment. I use organic and sustainable fabrics, and manufacture locally. The idea is to try and reduce the carbon footprint and keep the money in our local economy. The designs are also meant to be worn multiple ways, and should be able to stay in your wardrobe for seasons to come.

When you come up with an idea for a piece, how long does it usually take?

J: It varies but for me I have a strong background in garment construction and drafting so for me it’s not as bad, I can sort of design a piece fairly quickly and think about how it’s going to fit. Making sure it’s production and how it’s going to fit your customer, is where the time factor comes in.

Are there any everyday life situations that help you come up with a certain style?

J: I do keep up with what’s in the market, but a lot of it has to do with what I feel I want to be wearing, and translate that into what I think others want to be wearing. A lot of what fashion is, is forecasting, checking trends etc.  So I’m constantly researching what’s out there, and the internet is perfect for that!

So that’s how Hawks Ave stays up to date…

J: Yeah, you have to make sure you keep up with what’s going on in the industry, but I think that it’s also somewhat in-born in designers. You either have the ability to design, or you don’t.  I always could kind of feel when a style or a trend is, or was going to go on to something bigger… sometimes you’re wrong ….but generally you get a feel for it so I think that’s why you’re either in the industry or not…

I guess that’s why you’re doing really well, with all the media attention your line is getting, how do you feel about the success of Hawks Ave?

J: Hawks Ave. is doing well for its second season. It’s definitely got a lot of attention; I think the line is strong and speaks for itself. The press has been good, a lot of stores have taken the line, and it’s selling well. Of course the success is based off of a lot of hard work and determination!

That’s awesome! Ok, just for fun, what are YOUR favorite pieces in your spring/summer line?

J: I’d probably wear most of them (laughs) but…I love the crop top! It was one of the ones I was a little scared to do because it like ‘hmm are people going to buy that?’ it’s so 80’s! That got a lot of attention I had a couple stylists contact me about that one. As well, I’d have to say the leggings are always a hit for me, the tunic with the gun logo– I love that piece!

Want know where you can find Hawks Ave.?
Visit: http://www.hawksave.ca