Justin Tranter
Justin Tranter of Semi Precious Weapons is a multi faceted guy. Between designing and promoting for his jewelery line, Fetty, recording his latest album or touring the world with Lady Gaga, the boy knows how to keep busy. In Part One of this Two Part Exclusive, Justin took the time to chat with Tall Dark Roast about the explosion of his line, and his advice for young aspiring designers.
TDR: Your label Fetty is amazing. Tell me a bit about the line.
JT: Fetty kind of just blew up. Well, didn’t kind of just blow up, I worked my ass off to make it blow up. I mean, I have a degree in songwriting so I didn’t really expect it to happen that way. We started out with cheap stuff to sell at shows, then a little bit more expensive which was at Urban Outfitters, and then we went really high end at Barney’s… 14k gold and diamonds. Fred Seagal with the medium range line where everything was like $95-200.
TDR: I love that you’re coming out with designs in different price ranges, so it’s accessible to everybody.
Fetty Jewelery
JT: Yeah. I love rose gold, I love green gold, champagne diamonds, and I love black diamonds and all that stuff, but I feel it’s important that the people who want to spend the money can spend it and the people who can’t can still have something awesome.
TDR: Your mom worked in the industry while you were growing up.
JT: My mom is a huge part of my company. When we went high end we used all her people in Chicago. She still makes custom engagement rings for people all over the world. That’s kind of how this all happened.
“Don’t be afraid to email massive companies when you think you shouldn’t, ’cause that’s how I got where I am. Just do it. That’s how I got into Barney’s, that’s how I got into Urban Outfitters, Hot Topic, how I got everywhere. I picked up the phone and called, or emailed and made it happen.” – Justin Tranter
Limited Edition DKNY Shoes by Justin Tranter
TDR: You designed a limited edition shoe for DKNY back in 2008. How did that all come about?
JT: It was so random and magic. A childhood friend of mine was working in a retail store in Soho, and he was covered in my jewelery. Someone started asking him about it and he told them all about it, the band, this and that… I ended up designing this shoe, and the key point of the shoe was the New York Rock – which was a rock off the street with a diamond in it. I think they will bring it back, because it’s quite affordable. Once we started selling the shoes, we did just the necklace which retailed for like $150, which was a pretty awesome item. (Only 24 shoes were made- 12 for men ($195), and 12 for women ($175) and sold exclusively at Alter Boutique)
TDR: What advice do you have for any young aspiring designers who are reading?
JT: To just do exactly what you wanna do and go for it. Don’t be afraid to email massive companies when you think you shouldn’t, ’cause that’s how I got where I am. Just do it. That’s how I got into Barney’s, that’s how I got into Urban Outfitters, Hot Topic, how I got everywhere. I picked up the phone and called, or emailed and made it happen.
TDR: So really just not being afraid to get exposure and never give up.
Justin Tranter
JT: Exactly. I think also making sure the quality is really, really good. I think for a lot of young designers, they have great ideas. But you can’t sell to Urban Outfitters with a gluegun. You know, I didn’t know what I was doing. When Urban Outfitters placed the order, and they needed 5,000 pieces in two weeks verified, you know, you just have to make it happen. I think if you’re going to be bold and go for it, be prepared to do whatever it takes.
Coming Tomorrow: Part II of my Interview with Justin Tranter of Semi Precious Weapons – we talk Gaga, The Monster Ball Tour and the new album You Love You, available now. Don’t Miss It!
View the Fetty collection Online – www.thefetty.com
Follow Semi Precious Weapons on Twitter – @preciousweapons
Love the jewellery!!! Can I buy it in London!?
Not too sure about London, but you can definitely shop online. Check out fetty.com for prices!
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Thanks, that means a lot! I post new content daily, so come back often! Cheers.
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