Showcasing Seattle’s unique fashion scene, one boutique designer at a time.

One year ago, Hana Ryan Wilson and her creative partner, Jason Parker, launched Craft & Culture – an online boutique that spotlights the world of independent design. Wilson, a Port Townsend native and UW alum, says she and Parker were inspired by the successes (and struggles) of their many friends who make a living within Seattle’s diverse design community. With Craft & Culture, they hope to introduce the work of these artists to a wider audience – and in turn, provide web users with the opportunity to purchase their unique offerings.

I recently sat down with Ms. Wilson at Stumptown Coffee Roasters in Capitol Hill to chat about Craft & Culture’s one-year anniversary and the city’s dynamic boutique scene.

Have you always been a design-oriented person?

To some degree but my background is in writing and journalism. I worked at the City Collegian (the school paper at Seattle Central Community College) before transferring to UW. My partner, Jason Parker, has an extensive background in fashion art direction.

In 2009, you graduated from the University of Washington with a degree in ‘Comparative History of Ideas’. What exactly did this program entail?

It’s an inter-disciplinary degree.  I had classes based around a theme, rather than a discipline. I took a class on madness and one on metamorphosis; we read historical texts as well as comics. It was heavy in literature, politics, sociology and even art history.

Did this field of study influence your future career, or did you discover the world of bousique design through other channels?

Fashion was not my primary focus but storytelling was. I love writing about people and phenomena that are changing the cultural landscape. As for the world of independent design, I would say I inherited that passion from friends of mine who are designers and makers. I was interested in what they were doing and found great value in their processes and the finished product. There was a natural instinct to share their work.

How did you meet Jason Parker, the co-creator of Craft & Culture?

We met through mutual friends. As two people with really different skill sets, we were able to collaborate on C&C, whereas neither of us could have done it by ourselves. I bring the storytelling, writing and business side of things, and he is a brilliant designer, art director and the force behind our aesthetic.

What was the inspiration for Craft & Culture?

Seeing the need for something like this and also being passionate about supporting and promoting independent designers.

So it was your relationship with these local designers that helped you realize how to build the site?

The relationships helped inform the process. It was important to understand the goals of the designers as well as our own business goals in order for both to succeed.

How has C&C evolved since you and Jason launched the website in January 2012?

We started with four designers, all Seattle-based. I think the strong aesthetic and direction of the site were part of the reason we were contacted by so many designers after we launched. What has happened over the past year is a huge growing period. We’ve added about 30 designers from all over the U.S. and world. That’s where we are now, developing into an international independent design boutique.

What criteria do you use to select designers featured on the site?

We want to keep things on a small, intimate scale. Rather than mass-produced items, we look for limited runs, exclusives and one-of-a-kind pieces. We also look for a strong aesthetic in the work – and because we invest in collaborative relationships with the artist, we want to make sure this is someone we can get behind, someone who is fiercely independent and creates exciting pieces.

How would you characterize Seattle’s boutique design scene?

It’s definitely an interesting, passionate and diverse scene. Seattle encompasses a lot of different areas of the spectrum. There’s a great curated, vintage scene as well as exciting high design, home fixtures and furniture. Our friends at Ladies & Gentlemen Studio are a perfect example. They are a design studio based in Ballard that conceptualizes and produces everything from beautiful serving utensils to amazing hanging chairs (in collaboration with artist Ashley Helvey). I’m really excited about the Seattle design scene, and am constantly amazed by what’s developing and how quickly it’s being developed.

Last June, you launched LEDGER, a bi-annual magazine that spotlights artists and designers whose work appears on C&C. How have people responded to your magazine?

It’s been awesome and kind of surprising. We launched LEDGER because we had a lot of content developing as well as relationships with artists in different media. Behind-the-scenes stories, human-interest pieces, editorial photography and collaborations with other artists inspired a different format. The response has been great. Our audience was very receptive to reading longer stories in print version and having something to pick up, set down, pick up. LEDGER helped inform exciting new phases of C&C online as well.

Who are some of the artists that will be featured in the second issue appearing in February?

The first issue was very Seattle-centric, and our second issue also has a healthy dose of exciting locals. There’s also been an amazing surge of Canadian designers (mostly Montreal- and Vancouver-based) that have been the next wave on the site, as well as some designers from the U.K., Paris, and Iceland. So the second issue features a much more international cast. I met a few designers from Iceland at the Nordic Fashion Biennale in Ballard, which began those relationships and inspired me to seek out and learn as much as I could about Nordic design. The second issue shows a common spirit of independent design and fashion cropping up in far corners of the world

In addition to LEDGER, you’ve also done some modeling in recent years. What have your experiences in this field taught you about fashion and design?

I started modeling in 2009, right after I graduated from college. For me, modeling was an educational crash course in the world of design. I was really attracted to the independent designers and projects. When you’re working directly with the person that designs and makes the clothes, it’s a much more intimate relationship. I really began looking forward to meeting with those people. Modeling also helped me build a network with talented individuals who were working at the local level. Now that I’m on the producing side of photo shoots, I have a greater awareness of the women we photograph and how to build a great team. That’s been the most valuable experience gained.

What advice do you have for burgeoning designers who aren’t sure which career path to take?

I would say, take a really hard look at what you’re able to do as a designer and what your skill sets are, as well as the resources you have. If you have a friend who is a talented photographer, collaborate with them. Get involved with other individuals that inspire you. It’s often too much for any one person to put all of their love, attention to detail, and time into their pieces, and then also market their work effectively, handle the business side, etc. I’ve found it’s really important to build a team. Also, remember that where you place your work becomes an important reflection of the work itself. You shouldn’t be pitted against mass-retailers to offer your pieces at lower and lower prices on discount and flash sale sites. Choose avenues that value independent design.

Are there opportunities available to inexperienced designers who want to build their skills and learn from the pros?

Yes. For example, there was a group of students in the design department at Seattle Central C.C. that formed a cool collective called The Witching Hour. They created garments as a part of a theme, photographed them beautifully and sold them online. Other than that, I think interning with small companies is really healthy because you get to see all the different parts of the business happening and network with other people in your field.

What can web users expect from Craft & Culture in 2013?

I think the next year will bring more growth, fine-tuning and constantly coming back to why we do what we do. We’re also evolving the site to take Craft & Culture to the next level.

Hana says that a launch party for the second edition of LEDGER is in the works; please visit the Craft & Culture Facebook Fan Page for more details in the coming weeks. And please visit the official Craft & Culture website for details on all the boutique garments, home fixtures, and other products that are currently available for purchase.