Dare To Be Different- Lets Chat With Jason Alexander AM.Xander

As I walked through Fashion Exposed, I noticed one label that stood out from the sameness of all the others. I was introduced to Jason Alexander Pang, a Malaysian-born designer who recently completed his honors degree at RMIT School of Fashion and Textiles.  A genuine and humble young man, Jason has worked with a team of graphic designers to create a range of menswear that is unique and stands out in the crowded marketplace.

Jason’s skills were honed whilst doing his internship with London-based highly stylized print expert, the acclaimed Mary Katrantzou. With what he has learned, Jason has just launched his first collection, AM. XANDER. I wanted to chat a little more with him about his journey.

ARC Sweatshirt Design by AM.XANDER

Jason, can you tell me a little about your background and where your passion for design came from?

I grew up in Malaysia and completed my studies in Australia. Even at seven-years-old, I loved art. I didn’t know I would love fashion so much until I discovered some lovely designs when I came to Australia.

I dabbled in architecture and design, and I found fashion interesting and creative. I needed to convince my father since he believed that architecture was a safe choice that paid well, though I didn’t have any feelings for buildings. So I applied for RMIT and was accepted. I knew this was the path I was meant to take.

You have just launched your new collection at Fashion Exposed.  Tell me about the inspiration behind your designs.

For this season, print work will be the main focus for the label, which has always been the area where I feel comfortable when doing fashion. I love the intricate and different silhouettes. I prefer designing something people would wear, and print work was something that I’ve generated interest in from my years in Uni, and that’s my internship as well.

I wanted to design something that nobody has ever seen before in terms of print. So I have a little team that works together. Three of us were looking at already existing prints, and we didn’t find anything that represented our vision. We wanted to design an original masculine print. It needed to be modern; so we looked at sci-fi movies, mechanics—all this stuff that features gaming—whatever modern boys like doing. We picked up elements that we liked and put it together. That was how we created the collection. There were about 20-30 collages, and we narrowed down the choice and took out and edited what we didn’t like, and we created the collection.

Who is your target market?

Target market is roughly 18 to 30 years-old males. I think Australia has a very big market because there are a lot of kids still living with their parents and have their own abilities to earn and spend.  We want it to be different but still accessible, so our price is from the $100s to $400s depending on the garment.

The trend is that girls wear men’s clothes. This sort of young vibe is what we’re trying to target; it’s all about fashion. We’re not constricted to a boy thing, but it’s like sharing garments between men and women.

ARC Sweatshirt design By AM.Xander

ARC Sweatshirt By AM.Xander for more designs go to www.amxander.com

Shatter Shirt Design By AM.Xander

Chronicle parker Design By Am.Xander

Shatter Hoodie Design By AM>Xander

How are you getting your message out to the market? How are you using social media?

Social media is number one in terms of brand strategy. Facebook, Instagram, Pinterest—all that sort of stuff. It doesn’t cost that much, but it gets out there really quickly. We are on Instagram and Facebook; it keeps everyone interested. We’re constantly updating because it reminds people we’re there.

Even by just tagging or sharing yourself, there are a lot of people who’ll get a lot of hits, even by sharing a 3-second video. That’s something we’re really focusing on. I think it’s word of mouth indirectly.

What does the future hold for Jason Alexander Pang?

Future, that’s a big word. I don’t see myself being super famous. I just want to be able to feel proud of what I’m doing and make a living and love what I’m doing. I want to be successful in the Australian market, and then launch in Asia as an international label. To launch in Paris and New York, that’s a bonus.

 What are some of the challenges that you have faced in business so far, and how have you overcome them?

For now we’ve only been a few months old. In terms of business perspective, this is something you are not taught in the course. It’s simple things, like setting up a company, etc.—Australian company laws. I am working closely with my brand manager, and we are working through all the challenges of setting up a new business; learning to work with a team and team dynamics, though I know I can’t do this on my own. We occasionally have differences because the graphic design team will have one point of view based on their experience, the branding manager will have another, and I will have another based on fashion focus—though it ends up in a better product for the consumer.

For more information and to stock AM.XANDER go to www.amxander.com.