THEY SAY GOOD things come in small packages, and this adage is true when it comes to designing-dynamo Allison Izu Song. She stands a bit shy of 5 feet 2 inches, yet Song has made a substantial impression with her sleek ready-to-wear, proportioned for women 5 feet 6 inches and under. “I focus on fit and function,” says Song, who lives in Kaimukī. “I wear the clothing myself, to see how it will react. My customers don’t want fussy clothes.”
Song is a graduate of the Fashion Institute of Technology in New York, where she noticed something odd while designing for a fit 5-foot-9-inch model. “I would do pants for her, and they looked completely horrible on me, even after hemming off 4 or 5 inches.” Sensing a market, Song launched her own brand, Allison Izu, in 2009, now carried at Bloomingdale’s at Ala Moana Center.
Meanwhile, at her new retail outpost, Song offers custom lengths on pants, and modern takes on T-shirts, yet she also connects with customers via styling. Then, this August, Song is launching a capsule collection of 16 structured pieces.
Another item keeping Song busy: the introduction of Olive and Owen, her “family line.” Named after her two children, she says, “it’s similar to the concept of Hawaiian family prints, where everyone matches, but with modern graphic prints.”
In her new store, Song is also partnering with three charities that help women and girls, dedicating portions of sales to help raise funds. And if that isn’t enough, she’s considering launching an Izu Box—a subscription service. Imagine: Every month, a box of personally styled Allison Izu garments arriving at your home. Sounds like good things do come in small packages.
Shot on location at the Prince Waikiki
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