S. Rousseau: A Bold and Timeless Fashion Language
The Chicago-based designer shows his powerful textures and silhouettes, as detailed in an in-depth interview.
PHOTO: VIEWSBYAUB
In the vibrant world of fashion, where creativity converges with personal expression, Steven Rousseau stands as a testament to the unexpected journeys life can take. Born in the coastal warmth of San Diego and raised against the urban backdrop of Chicago, S. Rousseau, at the age of 25, is making waves in the fashion industry with a brand that reflects resilience, creativity, and a commitment to timeless style.
Steven Rousseau's journey into fashion design was not the traditional path one might expect. Originally aspiring to be an engineer and considering a military career, life took an unforeseen turn. Faced with family opposition to the prevailing global climate, a compromise was reached: if scholarships were secured, Steven would pursue an education. Fate intervened, leading to a foray into the world of fashion design, marking the inception of the brand.
Central to the brand's identity is a meticulously crafted logo, personally engineered by the founder. This emblem stands as a testament to S. Rousseau's commitment to a contemporary, easily recognizable, and bold aesthetic. Every element, from specific outlines to colors, is a careful choice, forming a symbol that encapsulates the essence of the brand—sleek, bold, and timeless.
There are so many brands on the market, how do you differentiate your products from others?
When I design, I design based on the feeling the wearer will have. I like all my pieces to be extensions of the wearer. Functional, high quality, and stylish. I don’t think there is a brand that can be compared to mine or mine to there’s. My products are just a language I speak. Although there are items similar, there is still such a clear difference.
What challenges have you faced in building and growing your brand?
I lacked guidance, and with that, I was spiraling out of control making so many things that worked against me. Initially, it wasn’t a challenge to the brand but now it is, because I have so many things that I’m unsure of what to push and release, well I didn’t till last week. Now, I have a complete idea of what to do and how to do it. But what made it a challenge was my lack of knowledge in marketing and advertising trying to compete with the large brands without having the large push.
Could you describe the target audience for your brand?
My target market is truly the world, I want everyone to feel welcome to wear the brand. I want to rival Ralph Lauren like anyone can find something they like from Ralph because they have so many sub-brands in the brand. Eventually, I want infants to seniors in SR. The persona of the brand is bold, powerful, and concise.
What values or principles does your brand prioritize?
Strength. Community. Creativity. I want the brand to bring everyone together. All and anyone that supports and even the people who don’t. I want to make sure that everyone apart of this can enjoy it. Have pride in wearing what I put out and understand where it comes from. The feeling.
Can you share any exciting upcoming developments or new products from your brand?
After a sit down with myself. I have decided that I have some very strong garments that have yet to be branded. That the world should know is mine. And that’s what I’m gonna do.
“I have powerful silhouettes, I have powerful textures, and I’m going to show the WORLD. We are developing DENIM and a SWIFT silhouette. Building the brand’s core in this. We will develop the story from there.”
“Unleash unparalleled functionality with a drop-crotch breathable fit, textured black nylon base & heavy ribbed waistband.
Effortlessly transformable from pants to shorts. Hits of icon blue zipper pulls on XTYPE zippers. Wide flare opening finished with adjustable leg cinches.”
“Love me as a I come and I’ll love you as you are.”
“Designed with the inspiration of SR’s late grandmother. She had very energetic personality but also discreet lifestyle. So we made something bold but subtle to embody that. Piano black, because she was classy. Ashe gray, because she kept a pack.”
“Experience the luxury of S.ROUSSEAU reversible faux fur vest. This vest is made to be versatile and warm, all sourced with the best materials from Japan.”
What is your definition of the Underground?
“My idea of the Underground is to not be known by a part of general society and to only be known by sub cultures rather than the general public. To be low key enough to be thought of as a small brand. Like a well kept secret.”
