diystyle

Reaching the Millennials

with Allyce King & Melissa Watson

A new way to reach the young fashion conscious sewer (and wanna-be sewer!) has just debuted. DIYStyle is a short video podcast (vodcast) show, targeted to a 20-something sewer, and is available both on the www.diystyle.net Web site for viewing, as well as on iTunes, Podcast Alley, and other video content Web sites. The vodcasts include a sewing project how-to, sewing inspiration, tips, and a designer interview. Only 10 minutes or so long, each DIYStyle vodcast episode can be viewed on the computer or downloaded to a video iPod or other video player. In addition DIYStyle’s website is quickly growing to be a central site for all things DIY fashion, including the lively blog postings by the Creative Chicks team, the talented and well heeled group behind all that is DIYStyle.

DIYStyle is a program conceived and developed by Cindy Cummins, a former professional sewing educator, instructional designer, and longtime sewing industry veteran. Cindy is now marrying technology and sewing in a creative new way. Working with several industry veterans, and a few 20-somethings, the Creative Chicks team was brought together to develop DIYStyle, and soon other technology based sewing projects.

Cindy mentioned, “The young people on the team are so full of creative energy and excitement. We have been able to bring them together with those of us who have been around the block a few times, lending the industry insight and experience to really make this project work.”

The pretty faces that are the hosts of the DIYStyle vodcasts are not new to sewing either, which is somewhat unusual for 20-Somethings as well versed as they are. Allyce King grew up around the sewing industry, and is a junior studying fashion design at Stephens College in Columbia, MO. She has written articles and designed projects for sewing magazines, and has a new sewing project book directed to a young audience, My Style, My Place by Krause.

Allyce said, “I feel like I have been sewing forever, and now on DIYStyle I get to share my skills and show the rest of the world just how rewarding sewing is too. Creating clothes that are uniquely you is what fashion sewing and DIYStyle is all about.”

Melissa Watson was around fashion sewing all of her life as well, is an accomplished artist, and is a senior at Portland State University, studying international business.

“Everyone can be innovative and fashionable, whether it’s designing your own apparel or adding details on your clothes that make it your OWN style. With DIYStyle anyone can be original, chic, & stylish, while being their own designer,” said Melissa.

A recent trip to New York yielded yet another exciting opportunity for the two. Allyce and Melissa have just signed with McCall’s Patterns to design a new line of patterns with the DIYStyle label. Watch for the first patterns to be on sale April 2008. These are certainly two VERY busy young women, balancing college studies and a professional life!

Reaching a younger generation that is totally connected on the Web is the foundation of the DIYStyle program.

Cindy relayed, “About a year ago, someone asked me what our industry was doing with podcasting and vodcasting. With my background in instructional technology and years spent in the sewing arena, the lightbulb went on, and soon the project was taking shape. I felt this could be a way to reach the young DIY crowd, where they are -- on the Web, and on popular sites like iTunes. I also felt strongly that this content needed to be free to the audience intended. DIYStyle can reach the audience that is watching popular shows such as Project Runway, and give them a way to get excited and really learn about sewing. Since the DIYStyle vodcast is on demand programming, the viewer can watch it at any time, on their terms, as many times as they want. We can also add the project sheets to the video files that are downloaded, totally reinforcing what they have watched on the vodcast!”

Season #1 of DIYStyle is now on www.diystyle.net. A new episode is posted every other week, along with sewing tips, blog postings, pics, and more. Season #2 will start in March 2008, and will be a weekly posting. Plans to expand the Web site and DIYStyle offerings are in the works, and will unfold in 2008. Industry sponsors of DIYStyle include McCall’s Pattern Company, Baby Lock, Sulky of America, American Sewing Guild and Palmer/Pletsch, with more to be added soon.

To learn more about this exciting new program, contact Cindy Cummins at cindy@diystyle.net, or call her at 1-636-978-4588.

Reprinted from SQE Professional, February 2008