Rapps launch new contemporary line

Summer and Stever Rapp are launching a new contemporary line for women this fall called Summer of Seventy Eight.

Summer has been a top designer for several industry brands including Quiksilver, Roxy, Volcom and Ever.

Currently, she is a partner at add-black, the design firm founded by Stever. Add-black’s clients have included Adidas, Burton, Disney and Skullcandy.

I asked Summer some questions about Summer of Seventy Eight including the target market, how the line is funded, and how it feels to create her own collection.

Why did you decide to do you own line?

I really felt the desire to do my own line because I want to be part of a brand where I could control the design aesthetic and collaborate with my dearest friends in all functions along the way.

But mostly I wanted to collaborate with my husband, Stever, on the big picture topics and apply my motivation and drive to something I have controlling interest in.

I have worked very hard for a few brands in the surf/skate/snow arena and knew it was time to branch out and see if I could contend in a different world of fashion.

We realize the risk involved, which maybe is why it’s so appealing. When this brand succeeds, it’s all us and if it fails, it’s also all us. That thought is exactly what motivates us.

What niche are you hoping to fill?

I don’t want to be everything to everyone. I want to make well-made clothes that give sexy options to the girl who loves being in jeans and a T-shirt. We want this brand to epitomize West Coast lifestyle with an edge.

What retail channels are you targeting? Any stores signed on yet?

We are launching in the contemporary women’s arena and targeting stores such as Intermix, American Rag, Curve, Planet Blue, Revolve, Shop Bop, and Big Drop.

We will have representation in some of these stores by end of July and some in October. Product will be available on our own website starting July 15th. www.summerofseventyeight.com.

How is this line different from what you have done before?

It’s a collection that truly represents my own personal style. It’s casual, yet chic and really addresses the woman who has lived on the West Coast her entire life but has always been influenced by her travels abroad.

There is a bit of edge and sophistication to Summer of Seventy Eight, giving the line downtown appeal.

What are the price points and how many pieces in the collection?

The wholesale prices range from $48 for a knit top, denim wholesales for $100, and a leather jacket for $360.

The collection includes 25 pieces in total, including multiple color ways.

See Page 2 for funding information and more

Are you self-funding Summer of Seventy Eight or did you line up investors?

My husband and I are self-funding the brand.

How does this line impact the work of add-black?

We pride ourselves on quality work and relationships with all of our clients. Working on Summer of Seventy Eight keeps us stimulated and inspires our work in other areas and on other projects.

How different does it feel to be creating something for you instead of for others?

It’s extremely liberating. I’ve always had this incredible work ethic and passion for the big picture in all of my past roles in other brands. Creating Summer of Seventy Eight is one step above anything I’ve worked on in the past.

What does the future hold? Are you planning to expand?

Summer of Seventy Eight will continue to focus in on the categories and styles that drive the most interest. I plan to expand into categories that feel natural and effortless.