The 4.4.8. EXPERIMENT

Month: April, 2013

MIDWEEK REPORT #5

Karen was generous enough to write this about the Flat Iron.

Contrary to what you might have heard, being a fully-fledged handbag enthusiast needn’t mean shopping for accessories on a daily basis. Rather, it means investing in one and really really appreciating it. The flat iron is, I feel, a worthy recipient of such admiration. Mostly because it has held my attention for a full 5 days. The size is brilliant – big enough to carry everything I need but not ridiculously so. The look and feel of the leather is also perfect: I’m a big fan of a minimalist aesthetic and tend to quake in the presence of anything polished or overtly branded.

In terms of downfalls, the fastenings are a little problematic. While the studs look beautiful they’re not ideal for getting in and out of your bag whilst on the move (ED: This is exactly the kind of honest feedback I set out to collect; the current version has already had this amended with a simpler closure. MT)

To highlight the flat iron’s broad appeal, I’m pushing it in the direction of XXXX XXXXXX. A fellow Scot and a modest braniac, XXXX is a digital communications whizz at the Overseas Development Institute. I expect her to put the flat iron through its paces.

I loved how well the flat iron worked with every single outfit I have put on over the past few days. It’s discreet but different at the same time and as a result, has received a stream of compliments while perched by the side of my desk. I also took it to a number of events where it was equally admired. For this reason, I see it going down a storm with contemporary women with busy lives and a good eye for style. It’s not a frivolous bag but one that means business – a utilitarian accessory, if you like.

Karen Dacre, Fashion Editor, Evening Standard

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The 4.4.8 was recently discussed by the LoweCouncil as a new model of marketing;

We’re yet to see any brand, large or small, attempt market research or marketing as bold, and ironically simple as The 4.4.8. Experiment. The idea of killing these “two birds with one stone” (getting the word out while improving on your product) is simply brilliant and allows Tallowin to receive criticism as it comes in, giving focus to any improvements that need enacting.

http://www.lowecounsel.com/blog/2013/04/448-experiment-bag-maker-tallowin-explores-new-model-marketing

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THE FIFTH WAVE

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THE FIFTH WAVE

MEI SHAN NIMB: ‘Meish’ has taken on the Split Wedge. She is the Senior Product Stylist at Net-A-Porter; She also looks after the image styling for The Edit, Net-A-Porter’s editorial component, as well as for Mr-Porter, the men’s side of things.
http://www.net-a-porter.com/

TIFFANY HARGRAVES: Tiffany has just taken charge of the InkWell. She is a freelance jewellery designer; her skills have been called upon by Kenzo, Chanel and Atelier Swarovski. She is now developing her own label, due to be launched early next year.
http://www.anothermag.com/current/view/2081/Alexander_Vreeland_on_Diana_Vreelands_Jewellery

KAREN DACRE: Another proud Scot this week; and another Fashion Editor. Karen writes prolifically for the Evening Standard, where, in the last week she’s covered everything from Nike Air’s Domination to the Bangladesh Clothes-Factory Tragedy.
http://www.standard.co.uk/lifestyle/fashion/

SAM SCOTT: Samantha is an Artist Manager at Rocket Music, where she spends much her time working with musical newcomer Anne-Marie. She is also in charge of keeping the inimitable Grace Jones in line; something which must be as easy as herding a wild Jaguar.
http://www.rocketmusic.com

These four will put the Core Collection bags through their paces for the next week, and then decide who to entrust the bags to next. The 4.4.8 Experiment continues!
As ever, a huge thanks to those involved.

MIDWEEK REPORT #4

Another busy week for the bags, and finally some sunshine. The Split Wedge headed up to Scotland, the Flat Iron travelled with to Italy on a shoot, whilst the Ink Well and Kettle Bell stayed in London, hard at work.

From Linda Andersson:

This is such a beautiful bag! So elegant and classic. I’m normally a small handbag kind of girl but must say that even though this is a bigger bag it doesn’t feel like one. It hangs great on the shoulder or on your arm. I’ve had the bag to work meetings, travelled to Italy and out and about with the girls, it’s been equally good for all these occasions.

I’m going to pass the bag on to my friend Xxxxx Xxxxx, Fashion editor at Xxx Xxxxxxx Xxxxxxxx. I know she will love the bag as much as I did.

From Zoe Lazarus:

I’m back in the office today, catching up on a mountain of work and I have to say the sight of the new bag now sitting proudly on my desk has really cheered me up as plough through the email deluge. I love the style and shape of the bag. My only criticism would be that it need to be a little bit bigger for my daily needs, but it is a perfect size for weekend. It’s simple, modern and understated but with beautiful details such as the fastening mechanism which are a joy to use and provide just the right level of utility/ornament. I also love the subtle juxtaposition of different leather textures, very accomplished…

From Camilla Mcdonald:

Mid (to late) Week Report: The bag was indeed taken to the Highlands and back, and I have fallen for the Wedge! The perfect size for the overnight getaway. Now I’m sporting it round the Dunhill office and it’s already becoming quite the talk of the floor. Our PR manager has quite literally fallen for it. Marketer’s at the ready – I feel this one is going to be a big hit.

THE FOURTH WAVE

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THE FOURTH WAVE

Week four, and we’re half way through the experiment. Already the bags are finding their place in the world; there seem to be a couple of channels that the bags are pulled towards. This week the bags find themselves in the hands of new wave of people, all women this time. Entirely by chance, two of them happen to be make-up artists.

CAMILLA MCDONALD has received the Split Wedge. She has been the Design Coordinator over at Alfred Dunhill for the last couple of years, taking it from strength to strength. Dunhill, as many of you will know, is one of the UK’s best leather goods companies. It’s good to see one of my handbags making it’s way back to them; a few months ago I approached Tomasz Nosarzewski, their lead craftsman for some advice on a particular leather technique, which he was very happy to discuss. I’ll be interested to see what he makes of my latest work.
http://www.dunhill.co.uk/

LINDA ANDERSSON has taken the Flat Iron from Emma, her fellow country-woman. It turns out theres there’s quite a power-pack of Swedes involved in fashion in the capital. Linda is a make-up artist who’s work has been featured in everything from Vice to Harrods. I don’t know enough about make-up to do her work justice, perhaps not surprisingly, so I recommend you take a look at it here..
http://www.lindaandersson.co.uk/editorial/

ZOE LAZARUS The Kettle Bell seems to have developed a sisterly theme; after the Cartner-Morley sibling passover, it has been handed to Zoe Lazarus, the current participant’s sister-in-law. Zoe is a cultural anthropologist at LoweCounsel, who specialise in catching trends before they even know they’re happening. #medievalchic
http://www.lowecounsel.com/

XXXXXX XXXX xx xxxxx x xxxx xxxxxxx xx X. X xxxxx xxx x xxxxxxx xxxxx-xxxxx. X xxxxxx xx x ; xxxx xx xxx Xxxx-Xxxx

xxxx://xxx.xxxxxxxxxxx.xx.xx

Once again, huge thanks for those involved in the 4.4.8. It’s amazing to see these bags pass through so many exciting hands. We were just featured in today’s TownDaily as it happens; for those interested the link is
http://www.townmagazine.co.uk/towndaily/category/all/?initialpost=564

Watch this space for the midweek update….
Thanks again,
MT

MIDWEEK REPORT #3

MIDWEEK UPDATE #3

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Jakob Ashton with the 4.4.8 Split Wedge

I just received this from Aimee Nisbet:

Mark,

Love the bag.

In under 24 hours of having it, I was already being photographed by a stranger (as I had breakfast in a cafe on Portobello Road this morning) because she loved the bag. She was a Dutch handbag designer and came over and took a photo of me with it. She loved the bag and asked for your name….

 

And this from Emma Hammar:

The bag is wonderful and I am really starting to worry about having to hand it on…..Since Julia handed me the bag its been with me walking in Hampstead Heath, dancing at Koko in Camden for one-off night Kinky Galinky, been to Magnum photographer’s Stuart Franklin’s private view, and to Pick Me Up at Somerset House. It’s been equally suitable for all of the above. I’m quoting one of the fashion editors here at Town “it’s lifted every single one of your outfits”, it will indeed be very difficult to part from the flat iron…
Em

 

THE THIRD WAVE

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THE THIRD WAVE

Week three, and we’ve already jumped the gender gap. The Split Wedge has now been passed on to the first man involved in the 4.4.8, and I’m confident he will represent us well. Whilst I’ve always imagined these bags would be owned by women, theres no reason why a man cant stake a claim and make one his own. This is exactly the reason I set this Experiment rolling; to see the twists and turns my bags make when they’re left to follow the paths of other people’s excitement.

EMMA HAMMAR is taking on the Flat Iron. Emma works at the point where pictures and publishing meet. She works for Brave New World, a publishing house based in a townhouse in Soho, who specialise in closely curated collections of local knowledge. Emma is currently (among other things) the Picture Editor at Town Daily, which pulls together the very best of what London has to offer, and none of the nonsense.
http://www.townmagazine.co.uk/towndaily

AIMEE NESBIT has just received the Kettle Bell from Alice C-M. Aimee is the Head of Legal at Herst Magazines, looking after everything from intellectual property to contract law. Alice described her as a “properly stylish woman- she doesn’t just follow or execute, trends – but she has that elusive thing, her own style”.

http://www.guardian.co.uk/lifeandstyle/2006/dec/11/shopping.fashion

JAKOB ASHTON is the first man to be involved in the 4.4.8. He is just about to make the move to Dover Street Market to work on their PR/Comms. He’s spent the last year or so at Karla Otto, working on the Celine and Simone Roche accounts. I have a feeling he’s one to watch.

http://www.doverstreetmarket.com

Xxxxxxxx x xxxxxxx Xxxxxxx Xxxxx x xx xxxxxxxxx xxxxxxxx xxx. Xxx x x xxxxxxx xxxxx xxxxx “xxx x xxxx xxx”. Xxxxxx x x xxx xx x x xxx Xxxx Xxxxxxxx Xxxxxxxxx, xxx xx xxxxxx xxx x xxxxxxx x xxx x; xxxx x xxxxxxxxx x x x xx xxx x Xxxxx x xxx. Xxxxx xxx xxxx xxx – xxxxxx.

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These four now have charge of the Core Collection and will hand over to whomever they decide next Friday. I’ve started updating the blog with a Midweek Report; including the occasional anecdote, feedback from the participants and a few snapshots of the bags in use. Please browse below, and come back again during the week.

As ever, huge thanks to those involved.

MIDWEEK UPDATE #2

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MIDWEEK UPDATE #2

I’ve just heard that the Split Wedge is being lined up to jump the gender divide… Watch this space for Friday’s announcement.

I just received this in an email from Alice Cartner-Morley; her responses on a week with the Kettle Bell:

I like it’s versatility – it felt casual enough for yesterday when I was just hanging out in dalston meeting a friend for coffee and running errands but also smart enough to take to work today and out for dinner tonight. It feels really classy and understated – just beautifully designedly and obviously high quality.

I love the clasp – totally genius – style and function. The size is my ideal size and the strap is a great length (and together these are why it is so versatile and works day-to-night).

THE SECOND WAVE

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THE SECOND WAVE ANNOUNCED

It’s been a really strong start to the experiment so far, with some serious journeys for the handbags themselves. The Split Wedge accompanied Camilla on her trip to Switzerland working on the Armani launch. Jo Ratcliffe has been in the studio working hard on some recent commissions, with the Flat Iron by her side. A trip to Costa Rica was on the cards for the Ink Well, whilst Jess C-M took the Kettle Bell with her on her Easter break. They have all made their way back to London over the last few days, and are being passed over to the Second Wave tonight.
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JULIA REIMANN
Julia is taking control of the Flat Iron. She is a womanswear designer, originally from Germany, who is best known for her use of supercharged pleats. She has worked with Pauric Sweeney and Marques’Almeida in London and Zac Posen and Marc Jacobs in NYC. Most of her time recently is spent working with Sarafina Sama to develop the Isa Arfen label.
http://www.juliareimann.com

XXXXXXX XXXXXXXXXX
Xxxxxx xxxxxx xxxx xxxxxxxxx x xxx xxxx. Xxx xxxxx xxxxx,xxxxx xxxxxxxx, xxxxxxxxxxx xxxx xxxx; xxxxxx xxxxx xx xxxx. Xxx xxx ‘Xxx-xxxxx’ xxxxxx. Xx xxxxxxx xxx xxxxxxxx xx x xxxxxxxx x xxx, xxxxxxxx x xx x.

ALICE CARTNER-MORLEY
Alice is taking the Kettle Bell from her sister mainly because (so I’m told) she was the very first to admire it. Alice has the rather excellent title of “Head of Insight” at Freud Communications.

RAQUEL FRANCO
Our Anonymous participant has nominated Raquel to take over the Ink Well. Raquel is the Acting Fashion Editor at Harper’s Bazaar. She has been contributing to The Gentlewoman since day one.
Her company Body Editions was set up to redefine the body-suit as a core item in a women’s wardrobe.
http://www.bodyeditions.com

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These four will have control of their respective handbag for the next seven days, and then decide who they should be handed to next. As ever, a huge thanks to those involved.

MIDWEEK UPDATE #1

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MIDWEEK UPDATE #1

It seems the handbags are an adventurous bunch. I’ve just heard one has headed to the Norfolk coast, one is in Switzerland for an Armani launch, and one is sunning itself on the beaches of Costa Rica.

I hadn’t been jealous of a handbag untill now.

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FEEDBACK

Jess Cartner-Morley sent me this email after her week with the Kettle Bell, which she is more than happy for me to post here.

Mark,
My thoughts on my week with the bag if you want them:

Bags are my thing. I love fashion, I love clothes, but I love bags most of all. I have some seriously nice bags. I was happy to try this bag out for a week, but to be honest it never occurred to me I would fall in love with it. But that’s what happened.
Things I love about this bag, in no particular order:
1. The softness of the leather, and the way the grain catches the light.
2. The weighting of the shoulder strap, which never slips off, and doesn’t force you to hunch your shoulder to keep the bag on (an all-too-common pet hate).
3. The bag is firmly structured at the back, so you’re never scrabbling around the bottom looking for lipbalm, but has soft pleats at the front, which make it look less formal.
4. The size works for day and for dinner out.
A lot of people admired this bag. Bill Amberg, no less, when we had lunch last week, gave it an appreciative stroke. But the only person I could face giving it up for was my sister Alice, who was the very first person to admire it.

JCM