Blue blood Marta Goldschmied is back with a new direct-to-consumer brand and an unexpected fabric.
The designer recently launched By Marta Goldschmied, an e-commerce brand that bucks the traditional retail calendar in favor of monthly drops of graphic tees, hoodies and statement garments made with an exclusive vinyl-bonded knit stretch denim.
By Marta Goldschmied is the latest project since Goldschmied left the company she co-founded, Made Gold, and teamed with Denimcratic designer Gabriella Meyer for We Wear The Pants in 2018. The laser printed capsule collection created a dialogue about workplace harassment during the height of the #MeToo movement and served as a platform for Goldschmied to speak out about her own experiences.
Launching a direct-to-consumer line allows the designer to continue her conversation with her customers and the online following she’s built during the process. “I love going direct to the consumer. It allows me to have a personal relationship with all my clients and they’ve become my squad of Goldies,” she said. “Selling directly from our website allows us to immerse our customer into our world and communicate with them directly.”
Garbage launched earlier this month with the Clara vinyl skinny pant, the Jessie skinny pant with zipped up legs and the Karina trucker jacket with belt cuffs and hem.
“The Clara skinny is my go to every day pant and hugs your body to create that perfect Coca Cola shape that every woman wants,” Goldschmied added. “They wouldn’t call me the ‘Bad Girl of Denim’ if I didn’t bring a little bit of a naughty side.”
Hardware is carried into the Lola, a bustier-inspired tube top, the Sara tank top with a center ring detail, and the Monica bike short with exposed side zippers. Each second-skin garment smacks of L.A. glam in shocking shades of metallic blue, purple, platinum, sour apple green and glossy black.
“The fabric is definitely a head turner,” Goldschmied said. “I love working with this fabric because of its ability to sculpt and really give the body shape.”
Sold-out logo hoodies and long-sleeve graphic T-shirts in “slime green” taps into the merch shirt trend and Goldschmied said denim is on the way.
The name of the collection, Goldschmied explained, is a metaphor for “one man’s trash is the next man’s treasure.”
“The brand identity lies in not being tied down to any one industry standard and label—it’s about creating a different world and sharing a unique vision with each collection,” she said.
Fun elements designed by her sister, Glenda, are carried throughout the line, including rivets with the “all seeing eye” and an “M” construction in the back of the bottoms. “I worked really hard in perfecting our ‘M’ design to give women that perfect snatched look and make them feel like a supermodel every time they put the pants on,” Goldschmied said.
The collection, which retails for $139-269, is available now on bymartagolschmied.com.