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The FemininA ~f'
Mystiqu :::"""''"'''
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Siegel-Magness Goes So Low Ying-Lis Wearable Art
DALlAS - Wh;ton !'In;. U ~h'ln
t".'ik ft:!ltJiN', ,vld 0-:' J ~ can
LOS ANGELES NOI everyone can l:tk(' a lurlu' COIlc-eptlik{- low nse under-
- ~IIIJW hernh", ltt!fHt Pllntf'd
wear and turn il lnte n full-blown contemporary wear brand in just 30 months o;.d~s. tilt" te'-pt'/n~t" I~. orten,
But the'll Hot (''<'r)'one has the! entrepreneurin! ~plril of So lAw rounder Sarah Wt'fIr m:.•.•.~ tn tru:.. •.
Slcgel-Magness 1M '9ihy ~ N ~,YzbJto
The d:lllghicr of Cetestlnl Scascmugs .••tf':t fOUllftN''; Mo llnd P~,..ro' SifJAcl. ~ ~ !J.lt:i.1 !~ IJW;~ t~t on:
Siegel-Magness was jllst 15 when she mdcJl(:ndently opened :l. kiosk ill a m::t11 Ut'i!1 butm. ~ • ¢"1!f1O'"..I'of Mt
in her hometown ofntlllidcr, Coin, and sold $30,000 worth nftC:I in two weeks ,~'ot:h!;.c~:t.(t o;..~.
So it WOlS no surprise when she decided 10 study business 31 the U1l1'e~ity of "II"U 11«"'i~ a1"ifI..'toff ~ I
Color-uln. And whon she couldn't find a p;lIrnfpl'lll1irs Ihal woutd fit comfort- :tlll' t.~li' ~ doubt. bI'!;lUU>
abl)' beneath - yet slay securely below rho walstbaud or - her Invortte tt~ i'lr~ W ~4Iiltlt:" INt de
Frankie R Jeans, Sieg('I'M:.~.uess dltl what :'ifl}' other Industrious 27')-~3r-(lld .,gIN!"Ori.
would' Shp enlisted th~ h('lp of thr ;1Irljl'r thnt wns C':rr:'It_llIg her weddin~ PArrt!e{l by tl~t morhM and
dress 10 come up wilh a I'rOlot>'~ (or tlu' tM'r(('{'(p:llr.,rlo,·ru1N IIlIdlf'$ <Hh,., :.trh.:,h I! Chm~. IrfSI It'~
The rcSI11tillg "mllll}, ~nty" '30; Jll:'lde!' from wO and slightly strtltlw cot- ~t !-U~ (tum~ ~.l. IOC"
Ion Lyem spandex jC!I"S(»' knit [I hart n short-rise find a futl h:u:k. but was .stilt Jlf1d fJUilfedt'Nls. oo..~1 ,!T.Io.Itt;t
~kjmf)}'(,l1oI12h to weal' under a p;lir nChip--.hIlAAC(' [cans ~ (1'lmDftt:.hnos Md NiUf'f1't1
Wh<'11 showrooms and ~:'Itl'~representatives informed Sir-J;el·M:'Jinl"s.." $h!' couldn't have a collection th'tt t!t't 1!U"''' th,. • illo: .'; p~-..~ftd
Inclurl{'d:. ~lnl!l(' "1~..t('.she qulcklr carne up with three other pieces- a tank top, boxer shorts and G'strim!;5, ttUQUBh ••• t~Am tunn"'" :thd
n1l1l1:'ldl' Irem the ~'m('jC!Niey knil. Aficr selling $75.000 worth nf m{'rthandis(' in iust th~e months. sh{' re- 'A';.$hed. 1 ha$ t_ ~ ~Jffi
$Igllr.d (rom her job in nrHs( d(Ow'Jofunrnl at EMf Records 111 New York to sl:'lrt So Low In 1.05Angeles. .g:f e ~-lf'f'n ount , tht"r tNt; 3
"I W;tS lucky." $..•• rl SiC'Rel,M:lltneSS
d ••t found :1 niche th::l no ()n(' ,"-.as l'i11in~The relni1 bounqll'~ that })4.UltfdfbJt:
picked lip the line Immpdin.tel;· f!nllh(' idc;" "MVrtl(lqli.)t'OOd~
With no formal tratnlng in design, Si('~I·M~gnes$ hired her nest !1:. .- ~ l~tt. '«ibo IftW
fl'icnd Irom junior hlRh. Kinoka otsbUf)'o then ;t (ashion student,
-
IJp,('IOOI"o!Cho:t.'-S~('ltiIM..
tn hc~.lp create rbe but1!t'!:omng collection HJr,£1ho~. ",itic.h f1 mous. for
Two-and-a-half years later; with the he1p or Sn 1..0".'prest- So lDWs fall sJ'~~hra$.~~~·
dent :lllll appnrcl·industl")· veteran Laura Chambers, Ihi' com- 1iffl s-ts, tor ~~ "'!1M!. ;)~ ~rtmlt
pan}' has evolved from mnerwear and loungewear to <J, (ull· Inchofts AQd.eJr.-{ of Firt4!' AI11:, .tn(h 11
blown women's contemporary brand selling e"'cr)1hng Ircm ttwo ncr.nbe- tollC tl'e:sl <1:13
emythfn.
-
sporty tennis sklrts and ruffled- hem tube dresses In :l11array coiltatlt)Ch#a -
fromdll!nirn
of ztp-rront track rackets. short and lone-sleeve T·shirts, and To des9'I fJt:rlc fr;r 1'W'J
alfWtlOC" •• li ~~t:l ~ M O):;~ ~!.«'l
putt-ever ncodrcs _to b::wd:! vn<Jt iJ cob ~~, InCI her ~ Xli» l..t ~. ~'~$ ~
Jt'r5t'y knit rcmatns the company's staple rabnc ;m:m. Met lJ.0!Mn ~ !~. he:: mocl'll!t folittlJ.I"""" ~ ~
"We lIS(, a reilll~' lug.h·quality jersey It 'wishes well and 15 drones. .ak.lo_,,,,,,",,,,,, •• boItsol""'!Il "'~""_
vcrr Iorrn IiUin-J: to the body. There's just so much -cu ean do JlIIlIt5.OtIIlrnesQt Ill'tI4!~!'f. 3ndot/"wo!'Mf hlJmf/>I'('nb-:
wnb II:' snid Slcgel·Magness. who now spl:1.s her time be- rne~flt;t'luari>W~~l':listlR.,~t-ott~a.-.
{ween homes III f)f>1l'cr and Palm SprtnJ:S.lhe latter of which ~.s I s;xwtstI'e cd'«tl(lr.. t~11fl-!!)!!~ ~j'! ti't'5.'!-t$:!oo
dnublt"! a~ the se-t fer- Ihl" NBC rl"allty "l"rle~ "The 1r'i.:L-v~:t«'C"'..a<lr1f""'~B -t 'rM,,,",,v,hI,IO*',.1"<"ll to
:'N:lP.f" JoC''' (::I~ part 0( the denl. bachr-tcrettc rut? ~ 0 {1 80 eeees. ~ 'lX~ an OfoJT 'j~t ~
~Ie'cn:'l was outriued In So lAW throughout the comb weol "l!1ft Md t/l'IlC)~!. it!. <"4 c~C' 'We;.'ftl.'r..:. tea ~(Y"'"
snow's flnl sr-asom "tn-:Ch wed ;)I'd a'JY.:."l' ~ .•• Md co."t5. ,mdl lll(l1fl" Pln'HttP*"
'5!~!d wocJ flft)M tt!<1Ioo "'~'ft~{etI 'diU, a c~rr~' s;.•.•'l.~ ":"A~3!t"'
U VVewant to grow So Low /'I.m: a b't.'Yo-nSit:p
fla."Id ('i:lr'l~ -..I )0
«(lOW .:md a.!o<~ AI: :t~ tQ.;t!~ ;y.- I'''''';! m
into a global fashion leader, 'S300
lltoeo~l4tl
'01 A turv:l-qu,j'''l
~~~ ·t-ql i60 t&' ,) N.O'-j ~ 1 (,)l1~,~;tdt, to
.'Ild -!t..11;1:1'11 --..ril' c:~. ~r.Ul'qtic,[,#>.
t
and the key is to build a •••Xfc.~~
"
I ~ dotnr.· .•....•• SCl1fl ~m .andC¥,JJIt"""~ '}',11';<:•••••
!nffl
foundation so we can incur ;')00 00uc:/.f-. ;t;O(f t~ N'.': Ull;"l)1YQti~
ste l)trl'le,.~b lr:nleo.:allN'1:hJt-UIf'~~~
It l'ril:SHHhUI~~~rrJl)O
',)uhftl'A1:"
long-tenn growth. " thfo Ctvoe5(' lil~~ I 111m; 11 f!. Q~'<r.J-' ",,-wj I ern txJ~ t'o;f!'o1j U:",
Sonv1~ lQ<j WJllo: MO<J~ .} ~t-m.I'~t'!F"""'"'~t C,..,t,,·~, .j or•••
•...
~
t'
- Sarah Siegel·Magness line tlw t~tfl,ft !rOO', ont 10, anv:oo. li-~'l Iont!';- ~r'J' .; •1! 'f •
f'Mtff.bto'rY'I',-!rI~,v."""'fwftht:yh.1/'1t~til!-
:rnollp, thi" hr.md·s h(>"'t-~('lIilll!if<r.':(>r pUo('f'$. hI'!-" 15~trJ<mll'r t-..••,~ "7':<1: 111 :~~ ,~,,':'1 r;·:vl"'ffi: .•.•t. ••.••
I
I!: :I pair of ('olor·block p:mtf: with !l (old,o'(>r ~ ~ $. , ~, .ft fk-J'i 'for'" ..::mdn.!3 tt,..,,'-"5 a, tt~l':Y ';.., t.le' ~,
.'ni!;;lb~luJ:ldnmed Wtth the ('omp:'lny's logo :lIld ,.c!~t~ !~ t---', -1Ik!"t< :.) 'r*'!~!lV ',~t"t~, {n:-l~h~ Dc~~ ••... ,
Ihf' "F('j:<~'Flare:' " lo"rts(> p~nl with ~II cl:l~tk >TI tD~'J: fl.,. (.f"'-~ P.I~~~· 1) t'nl~tlan,;~rl1!.lo!I.•• Hv 11' • •
'.n~tb:lud and t1:trt'fJ I(OJ! H~~ en
1.:'Itely. Si(>J!cl·hf;llwess ha$ st:lTtco im:orporatinr. r11~ ;., Oltltt::h. ,) ~,l~ let Dc-t,.....-kott"- ~ 'J. ,,'~'-.-~
"Ih('r r:lbnC'S, such :ts cnshlll('re. d(tnlm, Frt>nch t(>tl1~ c-.•••
_'1t'Sja -W1~! ~ ~,<JllM ".:1 • fltJl ~"""'Y' ." N'<.lVl'!1.<.1 '!:f ,h
mc.sh. ;'I1If1 (w('(-d. mtn Ihe- eomp:'UI)"S liu(,lIp So Low's ttt->'t 10 cwu ~ :h~ H("'.;et •••.nchcor.:. v,.,~/< ~t Ih<:- (ok*
{all :lnd r('~nr1 20CH t:IlIlN'tion-.;. (or (>x:1mplf', (ealllrl" r:-<:':-r.tw', .•·~~;!."n..'.':lfI)~w
:t hi lit' denim F)-ronr.h Icrrr J('no J:1r.kN with :~r('d Jp.r~ UNfit! Blf!, fM'f}M (It " "pon)~. ht<;t.;o> o;t.•. I:'J Hnu".~oo y
.1~
!«"y hnnrl, an (lr;'tn~(' e:tshmt'r{' honr(('d pnlhwcr, " I, ~J y,nt U'~_:IIls.b!.e-Jf~,mtj~' • If'! ti;:!"11iOt"? h~ i! •.•• ~tj:t 1
j('r.r.(':" Ir:.c~ pckc-I with mc>sh insets. :mrt ::I loden "'W lhc:J2h1 ;: •••• 'off) !Ufo tv• .1,1..1 !"tf~ 3lt' t16! m.trty ,'A<'tty
;)-.,
IW{'('d miniskirt t*.,-r.l' rf""(M~ .tl t~ :n;,,'~""! f~t ro«," H.Yt ~
1'hc litH.'.which n:llllls [nr nbo!ll S.'lOtp SlflO. IS )JMg tJ m;,; tWI '14'-1 "-:>l'",,'On~";. C"'~l>OO, but t,.C"'JI'j.'l N l!:o-
~{'Ohl III ('1'('( 440 con!(>mJl('lrary !.fU'Cl;llty ston"S in Y~'·v-'"1 ot....,...~nc_ 't t;r•••
0 ••.• ~. Shl-won tOOt E."trI-~. A't,~ t;,...
tit(' 11~ , C;lIt:ir!:'l • .1;'11>:111. South KI'Ir(':! :'llHI tit(' dl>!'(f't'('-S ('Cilt••. w ~~ '(>I y().,~ G.J!p.,., .l'lC '!'I 2000 ~M (1:)- •
I jUilNt Kmgtlom According 1'1 SI(>gel'M;H:II~~5, fw,')fl«t Milt,'. l~ (:"Cfll!'fnt'C'M)' 1PO!'t:;l"'¥ I,n-<, ~th f)(-' I'Hl$;."""'~,
'holf's:'Ill' t'Ohlllle (or 200.1-w:~ 54 million Shi'> (ty..-,·d OOh.:tl, ,*ho .~ .S: It:. or~liknl. ~ ,..., ~mJ)H-m!.;ftv
r'xp('~IS Sn t.ow to do SJO mililoll in w!lolr .)""j "-~!{'-fin t.'M'. Alldf~ Q--.J'H<n.~i ","IC~~ $fflttft
<iO:t!(',·olllm"in2flO.' It-{}t.Jlrll': It'~t Ud:)' 1ft fl)tt ~l .ltKJ $Wttl"l ~ tl"t."11 N:~It'"
'Th('y'rl' OlJr M my 101' ",ghl br:Ulfb 1 {It ••1"M~,(lt Yt~' ''rIHi himd·~'nl~1
• """: ;f~Il~' ~ to Ne_11~'l
••nlfl 700 P'(>t;t<<.. la ••~ mon1h:' 5:lln (':'Itlly h'eli~ m ee~iy Hdl'i :md oth..« trgn ••·fld 1-1Otf:i. aut YO'lll tN''''t'',
~t('<>If', hU}'l"r fnr four N:lholl!'ll J(',:Hl5 loca- v,t;oj-tQiI!tJ: tOt lAO ~r'Id k1triOfl(i tc...~fpc- 1m. ·M ~elt ~t:!a-hf-«,)J
11(111<; l...('Inr.1~I:tI1fI, whu:h h:l" bN'n tarrYll1h
on "oK hmltl!tl:
H(' hn~ :llmosl "mef' 1!5iinr.<trltioll ''Th,. rothw(',. "'~II.,.~n.vtf"pi! ptOOlJl::t.t".~:'tt:~~zr--
r!'lnt in sohd.s :lIlfl two·tnutod ('(lor·bloC'k :m~ amollf: my pI'!'!oC:i-.l!ftt~ ~tr, tb;e:f <:,.)O'{ .'il •••3'j'S d<i: d('('p t
' J; In boy.tn CU!4
hp~I"I"II(>r.'i. hill 1 d" rl':1lty w~1I wllh alt lhcir h('!II()m~" lit lot $t.COO _i Nt:u,!.olC U"Ml-',b,," ~ r~lIt1(;ltd-I ;.~ I atf otI
Anti whU(' So l.nw t(';}5c>d m!lkin(! Itnd('rwNlr ::Ihout !'l I~ right W'f:t~ becjtu'"A" pcoopi~ 1Q't f~; but IhtIr don't ~ 'K.ln1
yr:'lr a~o (''At $2::1 p-,ir. t'l' 4::01l1dll', cnmpN(' with .!Ito«,s likE' !ho!om.Q,~ t $~P, rhlt~ h(m t •• teti UOrntJ ~~.A'''
~
Fspll's...<: or V'1C'loria's S(!:('n~t:' said SI~('I,M"gness), lh(' com, ,.~ fQt "Olume-p¢~t~s.. W~~lll ~. -Nitti tOt tin'
P:lIlY's round('r i'$ cnlltcnt With (hI.' progrt'S5ioli ofUw hr:lJnt £tf1O!O. t did llboot $200.000 to -1250.000 i:I y.t~f. but 'A,tt.
"W(>want 10 ~~MW SO (.ow inlo a J!;lob::lJ fa;l;hlOu l('~der, !!'ad)"tD-'tM. I ~-~ 00 t:lt!e. p~ Me ~f)' acltl'l1. but
!'Iud [ill" k('lt}' is to buihl " foundation so WI'" cM, incur long· lilt)' '•.,'40t to !.et l'Q':: rt'tf hnr- h", M'!iJ they •••• t¢ ~!rUff 'lnt
I('nn ~ro'1h," snld SicJ;:cl.Mngnes.. ••, "You (';In 5('11 as many wt"t htlal'-,cJally 1«IJift imd 11!'U be' .vouod. lhasa Mt ))1 fall'
P:Ht'$ ()f panL< 3"i you W,lnt. hlt if SOU cnn't product-~ :lnd q".x"$l)Qll1.., '70 .r~ t1!thc-utl ftt me: to ~«bt-tsafn:.t:t.":f1 ~ ~
1thipt!u'rn. wh!'lt'~ Ih(> poin1 .•.·