David Korty “Stack of Assorted Ceramic Books” 2011

Ten Questions with Ryan Conder, Owner and Co-Founder of Los Angeles Store South Willard

Posted by Mark Robinson on September 8, 2011
One Eight Nine

One of my favourite stores is South Willard in Los Angeles, you may have seen me talk about them on previous posts. I just love their product selection and the mix of things that they have going on in their store, South Willard is extremely different to anything else out there.

Stocking brands such as Frank Leder, Stephan Schneider and Margaret Howell, the owner Ryan Conder was kind enough to answer ten questions that I put together for him. The questions are quite in-depth and talk about the mix of brands, the Los Angeles culture, and the recent South Willard collaborations with Crescent Down Works.
1) You based the store around casual products with “low-key design”. What brought you into this style and why?

I guess I have always been a believer in the what Adolf Loos said about the eradication of the superficial and unnecessary and “ornament is a crime”. Also the landscape of California. Its so beautiful and understated.
2) I adore your mix of brands, particularly the European brands that are a bit less well known, for example Frank Leder and Stephan Schneider. Is it hard to narrow down a good selection each season?

It is hard to narrow it down to tell you the truth. I really like what these guys are doing and I want to support their ideas completely. The reason I only carry 5 designers is it allows me to buy the collection as a whole. I want to support the designers I carry and really do my best to show their work completely.

3) What inspires you and how do you constantly find new products and source items that offer something different?

I think my friends inspire me the most. Be it my surfer friends, or my friends on land. I have great people around me who always have great ideas. As for finding new products I am just a very curious person so i am always looking at all kinds of things be it california native plants, food, contemporary art, surf riding apparatus, shaker furniture, whatever really. I am always looking around and listening to people.
4) Really South Willard is more of a lifestyle store for creatives, a casual and minimal approach to retail in general. Was it your intention to start like this or did it just develop over time?

I grew up working/hanging around surf shops in the late 70′s to the 80′s and I always liked the wacko personality of these shops back then. I always wanted to make a cross between an old lady’s curio and Chuck Dent Surfboards I guess. As the shop gets older like all things it keeps getting stranger and more beautiful.
5) Function and quality seem very important to you, much like ourselves, do you ever get customers who don’t understand the background behind some of the clothing and refuse to justify the higher pricing?

Actually not too often. I keep the front door closed and the window never has clothes in it. The front of our shop is so inconspicuous you kind of would never know what it is. The people who don’t appreciate quality tend to never even notice the shop. The shop is painted ”cottage green” by Fine Paints of Europe. It’s the same color Adolf Loos used. I swear it attracts the right people and deters the wrong ones.

6) Recently you’ve started to collaborate with companies to create some of your own products, particularly the collaboration with Crescent Down Works on some outerwear. How did this come about and where do you look to go with this collection of products?

I like the idea of taking something very well made and stripping it down to the bare essentials, if that makes any sense. I think finding great manufacturing is the first step now because there is so little good manufacturing left in the states. Once I find something or somewhere that can make something well only then can I start thinking about design. Crescent Down Works makes fantastic jackets, and they never gave up on manufacturing in America. This is a quality I greatly admire.
7) You seem to be really inspired by the “hand me down” approach to clothing, for example you want clothing to last and would like things to be worn as a vintage garment in the future. Why is this and have you always liked this way of thinking?

We don’t need anymore landfill thats for sure. I think if you are going to take on the responsibility of making something, it should be made to last.
8) I can imagine AW11 has now arrived at your door, any favourite items or stand out pieces?

It’s just barely starting to arrive now actually. I am excited about the Frank Leder, it still has not arrived but I will be getting a few things for myself. Stephan Schneider was great this season also. The Quoddy Leather Sole Chukkas are great also. Its like walking on marshmallows.

9) Do you think Los Angeles adds to your stores aesthetic in any way? I always thought it made you guys seem laid back and quite light in your approach. What do you like and dislike about L.A?

I think Los Angeles is a huge influence on my shop. Los Angeles is an amazing place you can never figure out. There is so much room for exploration. Its a gigantic, sprawling, crazy mess, but that’s what I love about it. Everyday I see the ugliest buildings I have ever seen and the most beautiful. There is absolutely no urban planning. But thats why I love it. I can’t stand too much good taste. I need bad taste too. There are certain freedoms here because of it.

Also you can do whatever you want here and remain pretty anonymous. I like that. I don’t like “themes” in cities and Los Angeles is all over the place like barf.
10) Anything in the pipeline for South Willard? What are your aspirations for the future, anything more you would like to achieve?

I have been selling ceramics in my shop now for along time now, and thanks to the convincing of my friends we have started a new project called Shop Exhibits.

Anyways we have shown great California ceramicist like Stan Bitters, Peter Shire the only American member of Memphis, and now David Korty’s ceramics. Its nice to have a place to show this work and its just that. Its more like show and tell in kindergarten or something.