If GOGO Sweaters has a distinctly retro après-ski vibe, it's probably because the company was originally founded in 1979 by current designer South Godfrey's mother as a private label brand for her skiwear boutique in beautiful Banff, Canada. That GOGO was born in a posh resort town nestled deep in the majestic Rocky Mountains makes perfect sense when you take a look at the luxurious yet playful designs - chunky knit sweaters and hats with colorful, cute imagery woven right in. As Godfrey, who took over in 2014, puts it: "’I've been surrounded by chunky knits and fabulous high-end skiwear my whole life. I decided to make it’s my life's goal to bring GOGO to the fashion world."
We asked the designer and CEO of GOGO some questions about her brand:
(capsule): What is it about knit wear specifically that appeals to you?
SG: There is something about the intricacy that I love, but also breaking it down to it’s simplest form that make it so interesting. Many of our image designs mimic the simple 8 bit format seen in computer pixel design. I love this idea so much. The fact that something can be traditional, handmade and crafty yet still be contemporary and follow along with tech and pop culture is majorly appealing.
(capsule): Do you have any distinct memories of iconic sweaters that have stuck with you over time?
SG: Of course anything my mother designed was so rad. I still have one of her cowboy cardigans, in the wildest colours. It was the 80s and the “anything goes” mentality was in full effect. It’s still so cool and shows the longevity of a GOGO sweater, not only in the material but in the designs. They are timeless.
(capsule): What are some unusual or unexpected places you draw inspiration from?
SG: The ski hill. I grew up in the mountains and ski/snowboard culture has had a big influence on me. I was always trying to come up with the most unique and the raddest outfits for the hill. GOGO sweaters played a big roll in this. Pop culture is also a huge influencer. I love how fast the world is moving now and I enjoy how this speed juxtaposes with the slow fashion that is GOGO. Mixing techy pop images with this crafty art is kind of a mind f*ck.
(capsule): If you had to pick a film or song that best encapsulates your Fall 2016 collection, what song would it be and why?
SG: Disco Doubles - "Breakthrough," 'cause GOGO going to breakthrough to another level this year and it’s such an uplifting track.
(capsule): What kind of girl wears GOGO?
SG: The GOGO girl is outdoorsy, can be sexy and a tomboy depending on what’s she’s doing, and appreciates quality and making an effortless statement. The GOGO girl is essentially the ultimate Canadian girl. The girl who is just as comfortable atop a mountain in Whistler or Banff as she is shopping the streets of Toronto or Montreal, or at least likes to look like it.
(capsule): What person, living, dead, or imaginary, would you love to see wearing your clothes?
SG: Victoria Beckham, Kate Moss, Gwen Stefani, Kate Hudson, Alessandra Ambrosio, Claudia Schiffer, Elle Macpherson. All of these ladies do the sexy/tomboy/effortless ski fashion thing VERY well. And they all embrace MOON BOOTS!
Catch GOGO at Capsule NY.