SnoozerLoser Studio Visit

SnoozerLoser is made for the girl who you meet once, but remember for the rest of your life. Witty, charming, and beautiful, she's the girl who makes better mixtapes than you and who your friends secretly like more than you.

When I was in New York, Sonia was nice enough to let me drop by her home studio to take a peek at the work she's doing for both the upcoming fall and spring/summer lines. When I arrived, Sonia had wine and delicious chocolate treats from Oro bakery waiting. Good taste in wine and baked goods aside, Sonia is super cool. We chatted about everything from L7's onstage antics, to geology, to where she draws inspiration from.

Having really no background in the arts or design, I am utterly fascinated by the creative process. Getting to see the studio was such a treat. Talking with Sonia and looking around her space, it quickly became apparent that SnoozerLoser is a natural extension of Sonia and her sensibilities. Rather than blabber on about how nice and gracious Sonia is, or how well done SnoozerLoser is, I'll let the pictures do the talking.

Make sure to stop by the snoozerloser store and grab your girl (or girls, grab yourself) something awesome. It's the stuff that makes you look cool without looking like your trying. Thanks again, Sonia.

stuff for your girl

I've always had a soft spot for girls who wear scarves well. Like a headband (or any accessory really) scarves can go wrong really quickly. But the girl who rocks a scarf with an elephant wearing battle armor can't ever really go wrong, could she? It's summer so keep the scarf light-this one is linen and bamboo rayon. Again, snoozerloser makes it easy to impress the fairer sex.

The next time you get her a bag, throw in a good book too. For this bag, I'd get her The Beak of the Finch or a great old edition of On the Origin of Species. I've been on the tote tip lately, and this tote would be perfect for your girl. Well, perfect if she's the type of girl who loves specimen jars, butterflies, 19th century biologists, and stares at the clouds when you drive her around. If your girl likes any of those things, hold on to her. It's easy to find a pretty smile, but next to impossible to find a girl that appreciates the real fineries of life.

Both are great deals and both will make her smile that shy, slight smile that lets you know you really make her happy. So run over to snoozerloser's online store toot sweet.

stuff for your girl

Snoozer Loser just released some awesome new accessories for the Summer. Although this quartz one is actually from their Spring collection, I still love it. I bet your girl would look pretty awesome rocking this with a simple white tee and some denim. And for 18 bucks, it's totally worth her smile, isn't it?

This Gypsy necklace is from the new line of accessories and is pretty dopeshow. I think girls like fringe necklaces, but I'm not sure. All I know is that any girl who likes this necklace probably has a cool dress to go with it. 

This is by far my favorite piece of the new line. It's a pendant from the '60s designed to hold $2 in quarters. So cool. 
This is the ideal 'just because' gift. Unique, pretty, and with a hint of whimsy. Just like her right?

Sonia from Snoozer Loser makes it way too easy for us guys. They even come wrapped in a hand-stamped jewelry box tied with silk ribbon. Seriously, you have no excuse now.

Get it all here.

designer spotlight-Snoozer Loser

Snoozer Loser is the brainchild of Sonia Tay, a Parsons graduate based out of New York City. The line is a breezy, whimsical take on color and prints. The quirky sense of humor belies the seriousness Tay applies to her craft. Natural dyes add ethereal colors to gauzy tanks and blouses. The new Spring 2009 collection makes me think instantly of hazy, soft focus summer days. The hand illustrations of Charles Darwin and Virginia Woolf are amazing. The collection also features crystal pendants, great dresses, and spot on skirts.

SnoozerLoser is for the girl who sees beauty in the clouds and had a bug collection when she was little. She practically memorized For Esme, with love and squalor and wore the spine out of

Matilda.

Both these tanks are 100% cotton voile, making them perfect for summer time. I love the specimen jars on the Charles Darwin print. Meeting a girl who is wearing a Virginia Woolf print would make any night worthwhile.

A girl with good taste in skirts is a girl worth getting to know.

This print is awesome. The subtle tiering is a great touch.

The color and print of this skirt are amazing. Girls, you could steal the heart of that hunky geology grad student...

SnoozerLoser is for the girl that wins over your friends and your little sister. Sharp and clever in all the right places, the new collection offers a little something for everyone.

As an added bonus, Sonia graciously answered some questions!

1. You went to Parsons, right? What was your favorite class? Did you always know you wanted to be in fashion?

A Textiles class I took in Parsons Paris.. We learned about painting on silks, batik and mixing our own dyes. I couldn't decide between Photography, Fine Art or Fashion Design when choosing majors, but I feel this was the ultimate best decision.

2. Favorite place to eat in your hometown?

I love Oro Bakery in Little Italy.

3. Favorite color?

Blue.

4. Snoozer Loser features a lot of dyes and prints. Is there a lot of experimentation before you get it right? Do you find it hard to find eco-friendly pigments?

There's been a lot of experimentation actually! We have a formula for every color we use, especially when filling multiple orders. We've been into mixing our own natural dyes lately, like using Indigo and Coreopsis . Hibiscus Tea makes this hazy purplish color that is just amazing and Turmeric makes a brilliant honey gold.

5. What are some of your favorite prints?

I love the hand-drawn illustrations of Virginia Woolf and Charles Darwin. On our dip-dyed cotton tanks, they look like wearable prints on paper.

6. Virginia Woolf is mentioned...did you read her work and get inspired?

Oh yes... since high school. I always thought she was the ultimate female icon.

7. What's the hardest part of running your own line?

Bookkeeping.

8. Where did the inspiration for the crystals come from?

Rock Chemistry, Earth Science Class, Howes Caverns in Upstate NY. Jim Henson's The Dark Crystal was a big influence on this season. I love mineral and crystal stores, I was totally one of those dorky kids that collected fossil segments, amethyst stones and geodes for fun.

9. The line works really well together and as separates. The tops look amazing with your skirts, but would also look great with jeans.. How much of that is by design? Do you set out to make separates?

All of our looks are planned out during the design phase, so I guess you could say that it is intentional. I think it's important to create a cohesive look, for people to visualize it on their own. Since the line has so many novelty pieces and prints, it's always important for us show the versatility in each piece.

10. I know it's difficult to answer, but who do you see being attracted to your line? Do you design for yourself, or do you have a particular type of customer in mind?

I definitely design things I would like to wear on a subconscious level. I try to create things I understand hopefully in turn create a connection with the customer.

So, there you have it. Go get all that great gear at SnoozerLoser's online shop!