Whether he’s teaching a dance class or sketching in his notebook, Shawn Bracke always uses his art to support charities. Now he creates sweaters with faces of celebrities on them and donates 35% of the proceeds to a different charity each month. Founded in September 2016, his online clothing brand 1Club stands for the idea of “all for one and one for all”.
Sveta: Hi Shawn! It’s exciting to learn a new artistic side of you besides dancing. How did you come up with the idea of creating your brand?
Shawn: The idea was always charity, donations. But not all. I was sketching a lot for the last five years or so, and I started putting it on clothing myself. People really liked that. On top of that, I was donating once a month from classes that I teach to different charities. So I kind of just fused the two ideas together. I thought, instead of donating from the classes I would start a brand.
Sveta: Did you have any background in fashion?
Shawn: Yep, I used to be a stylist. I used to live in London, U.K. I was a stylist there for two years, mostly just like on set for music videos, TV, and films. So it’s not the most creative because you can’t do really much with film and TV — you literally give them like this template —, but I definitely had an understanding of the industry. Honestly, fashion doesn’t really apply to my brand. The whole goal for it is to be comfortable and wearable and easy.
Sveta: How does the design of your brand express its idea?
Shawn: We stand for all for one and one for all. So the goal of the brand is essentially to create all-inclusive type of company, something comfortable and supporting. Originally, they [sweaters] are just faces of people that really inspired me. People who are using their celebrity styles to make a change in the world. There are pretty big names, like Beyoncé and Rihanna, Gigi Hadid, Victoria Beckham. They all are known for what they do either as musicians or designers, but I love all of them because they are affiliated with charities. And obviously, I know that people would love to wear a Beyonce sweater or Rihanna [sweater]. And I like that it’s all strong women. A lot of charities that I focus on are geared towards helping women.
Sveta: What are some charitable organization you work or have worked with?
Shawn: Right now we are with Red Door Family Shelter. We’ve worked with Covenant House. They are cool. They are like a shelter for the homeless slash for people who are distressed. So they help a lot of women who are in bad situations with their husbands or who are trying to escape.
Sveta: What is exciting for you about working with charities?
Shawn: I’ve always loved donating to charities, but as a dancer I would just do it with my credit card online. With the company there’s different formatting. You obviously have to build relationships with them [charities]. It’s been very cool to see their responses and meet different people within the charity. And also, knowing where the money goes is comforting. I was kind of nervous going into it, that these different charities wouldn’t be that interested and would just kind of take a donation, but they all have been so lovely and so caring. Just hearing the cool things they do to change people’s lives is awesome.
Sveta: Does anyone help you to run the business?
Shawn: Yeah, so the sketches I do myself, and then I have a company, actually, a friend, who prints all the clothing. He works in film and TV, so it’s cool we have that relationship. And I also have some friends who help me to run the company. Primarily, it’s just me, but we do a lot of events. We go to different markets, so I have a crew who sometimes writes the emails and does the administrating.
Sveta: What is the most difficult part of running a clothing company?
Shawn: I would say, continuously promoting our brand. The more promotion you do, the more you need new people. And it’s not even bad. The most difficult is the most fun in a weird sense. I think it’s just the nature of any creative person: anything that’s difficult, you like doing because you know that it’s a challenge for you. I don’t know if as a journalist and a dancer you can agree with me. I hope that answers the question.
Sveta: I think I agree with that. Would people who wear your sweaters be creative as well?
Shawn: Obviously, I would love everyone to wear the sweaters. The goal is to benefit charities and feel comfortable and cool, yeah? But, generally speaking, the people, who have been gravitating towards it, are people like us, who work during the day and take a dance class or a yoga class or go to the gym at night… Or maybe they just wanna have like a Sunday-cozy sweater to go to a brunch and go for a walk after. My mum and her friends wear it too. They wear it on Saturdays if they go out for a show or something.
Sveta: Do you have your favourite sweater?
Shawn: Right now the Beyonce-embroidered is my favourite just cause I haven’t seen anyone do an embroidered sweater and I just love the texture of it. I’m excited that my drawing can be transmitted into an embroidered sweater.
Sveta: How do you build your collections in terms of frequency, colours…?
Shawn: As we partner with a different charity every month, the goal is to do a new sweater every one to two months. The first collection is all white, and the second collection had like that salt-pepper and safari [shades]. And then for the next one we are gonna go back to straight one colour. I definitely want to keep them neutral. For me, as a dancer, rehearsing, I like to wear very basic colours or shades rather. And my clients love that kind of neutral shades, so… We might play with colours later, but for now we are gonna keep it.
Sveta: Are you planning to add more items to your collections in the future?
Shawn: In September we have few other things coming. T-shirts and some other stuff, which I’m gonna keep secret.
Sveta: Were you thinking about creating 1Club physical store?
Shawn: Right now it’s an online-brand. I think we are gonna keep it there for a while. I don’t really have any goals to make it a physical shop… like in the near future.
Sveta: What does 1Club mean to you personally?
Shawn: 1Club for me is a nice escape from the dance world [we both laugh]. That sounds terrible! I couldn’t live without it [dance]. It’s like who I am, but there’s so many sides of me. Just like there’s so many sides of you. So it’s like a break from always focusing on like, Oh, I need to do this with dance. I need to focus on this with dance. For me it’s to meet different types of people with 1 Club that I would never be able to meet in the dance world.