Tastemakers & Trendsetters - Style

In this week’s Tastemakers and Trendsetters, we chat with Amy Voloshin, fashion designer and entrepreneur. After 14 years of designing prints for the fashion industry with Printfresh Studio, her Philadelphia-based textile studio and vintage archive, Voloshin took a leap and created her own lifestyle brand. Launched in 2016, Printfresh is a whimsical collection of sleepwear, stationery, and gift products with influences including flora and fauna, home decor, and ‘70s hippie and surf culture.

Can you share a little about your journey to getting into the industry?

I always loved fashion and pursued textile design in college at the Rhode Island School of Design. I was lucky enough to be hired by Urban Outfitters right out of college and learned so much about the industry while working there as a fashion designer. At the time, the company was very small and I got to design a variety of categories, prints, and embroideries. I then got into art direction for textile design, ended up working in New York, and ultimately moved back to Philadelphia to start my own textile design studio. The company has shifted and grown over the last 15 years, and now we focus on printed pajamas, which is one of the most fun product categories that I have ever had the chance to work on. 

What inspired you to launch your collection?

I wish that I had a more succinct answer—but it was a long and winding journey. I initially started creating paper goods and stationery, as it seemed like an easy thing to start with. It ended up being far more challenging than I could have imagined for a variety of reasons, but ultimately after a few years of not turning a profit and working far too many jobs at once, we decided to try some of our prints on pajamas instead —and it looked amazing and really clicked. Once I saw our first prototypes on our trip to India, I knew that this was what we were meant to do. It just took a long time to get there. 

Tell us more about your line. Is there a signature print that you are known for? What is the most popular item from your collection and do you have a favorite style? 

Our Bagheera print (a ferocious leopard with plants around her) is certainly our signature print. It was the print that started it all for us! I love that it’s fun and customers love it, but it’s not your typical commercial pattern; it’s a bit quirky and whimsical, which is what we aim for in all of our new designs. I love anything with plants and animals—so many of our patterns focus on living things.

Our newly-released print of the Lion Tamarin is also a project to increase awareness around these lovely animals, which are unfortunately endangered. The Golden Lion Tamarin is one of the most threatened primates in the world, due in part to massive deforestation in Brazil. Our newest print brings this incredible creature to life, showcasing its rainforest habitat in sleep sets and separates. In an effort to help Lion Tamarin conservation efforts, we will be donating $5 from each set sold to savetheliontamarin.org in support of Associação Mico-Leão Dourado, a Brazilian organization working to protect and preserve rainforests and tamarins. 

Where are your products manufactured and what steps does your brand take towards being sustainably conscious?

India is such an incredible country, and is the world leader in hand-printing and textiles. Our aesthetic is a bit wabi sabi, so the handicraft industry of India is the perfect partnership for us. We work with a factory that is based on the outskirts of Jaipur, and spend about 40 days a year in our factory (during non-COVID times) to work on products and connect with our brand partners there, and also to ensure that their environmental and ethical compliance is of the highest standards. The factory utilizes solar power and has an onsite water filtration system—the water from the printing mill is sent through a pipeline connected to neighboring factories, then all of the water is filtered. 90% of it is reused and drinkable (10% of it evaporates in the process).

Where is your collection sold?

We sell most of our line through our website, but also sell exclusive designs to Anthropologie and some small boutiques throughout the US.

Any style or fashion tips that you can share? 

Fashion is so different right now during COVID. I think comfort is incredibly important. I highly recommend ditching those old sweats and tees, and upgrading to nice sets of pajamas. It’s fun to mix it up throughout the week. If you’re having a Zoom call with your loved ones, a full pajama set is so fun (we’ve been getting photos from customers wearing them during their Zoom “Girls’ Nights,” which is so cute). I also like mixing nice hemp tees from Jungmaven with our pajama bottoms or shorts to add some variety to my weekly looks.  

Who inspires you? 

Hmm, so many women! Joy of Oh Joy, Aurora James from Brother Vellies, MaryAlice Duffy from Alice Alexander, and Ellie Dinh from Girlfriend Collective are some of my favorites. All of these women take a strong stance on ethics and inclusivity, and push our industries forward. It’s so inspiring to watch and read about their journeys as business owners and creators. I am so thankful for women like them who take the chances and innovate in order to modernize and improve our industry, and who provide more sustainable, ethical, and inclusive options in a world that was very narrow up until now. 

Secret to success?

Distill your vision into something very clear. It will take time (maybe a lifetime), but keep carving out what is uniquely you in what you do and in what you are offering to the world. 

Wellness tip?

This one is a good one, and it’s free: get enough sleep! Without a consistent amount of proper sleep, it’s nearly impossible to handle the stresses of today’s life—especially right now during the pandemic. Sleep helps your body recover, reduces anxiety, and improves your ability to navigate relationships. 

Favorite ways to relax? 

I have gained some new hobbies now that we are socially distancing. I’ve been playing music, re-learning to play the piano and flute, which is super relaxing. Stitching embroideries and baking healthy-ish desserts have been some other favorite ways to unwind. 

Best advice?

Do your best. If you always strive to do your very best, you’ll rest easy, even if others criticize you. You’ll know that you were thoughtful and can take pride in your attempt, even if it didn’t work out.

Where can people find you on social media?

Follow us at @printfresh on Facebook, Instagram, and Pinterest, and on our website at printfresh.com.

[Images courtesy of Printfresh]

Lizzy Sherman is an award-winning digital content writer/editor. She has been a featured guest speaker at Cal State University Northridge, Digital LA and The National Association of Audience Marketing Professionals. When she's not writing, Lizzy enjoys yoga and playing guitar. Follow her on Instagram: @zillizy