Fashion is about having a point of view, a taste and a personality. For us we always felt we could apply our DNA really to anything but you have to do it if it's true to you, feels authentic. It has to be real.

We are so excited for what's next. I think that's what I love most about it, the energy and the excitement that comes from that.

The overall concept comes first and then that informs the product, the shoot and how we communicate it. Everything comes back to the concept. It all gets thought about at the same time.

Even when I'm writing in character I'm normally still writing about things I know or things that have happened to me or using that character to start an exploration of my own consciousness. Really though, any character that you can examine is just an examination of a part of your own consciousness.

OK, Rule number 1: Unless you're served in a frosted glass, never come within 4 feet of my lips.

I always think of it you know building a business, building a brand, a friend of mine gave me a metaphor for it which I think is really true it's like building coral, you don't see it happening it's just little little little and when you step back you think wow.

The ideas can come from anywhere; the energy just comes from loving what I do.