12 October, 2024

Will Tendler comes from a long line of craftsmen. His great-grandfather was a tailor in 1920s New York, and his grandfather built a heritage menswear line from his garage in 1950s Los Angeles. But Will isn’t just picking up where they left off—he’s redefining it. As the founder and creative director of Tendler, he creates high-level menswear and womenswear from 100% recycled materials. For Will, fashion should push boundaries and leave a mark, but without leaving a mess behind.

Before we dive into Tendler, what got you into fashion?

Clothing feels like it’s part of my family’s heritage. My great-grandfather came to America in the 20s and found success as a tailor in New York City. A generation later the 50s, my grandfather built a legacy in menswear from his Los Angeles garage. I don't know if I’m pretentious enough to say it's in my blood - but I had made my mind up by the time I was around fourteen.

Did you always know you wanted to create something under your own name?

I knew from the start my name had to be on the label — without it, I wouldn’t feel that accountability. It’s never just about the design; it’s about the artistry, the craftsmanship, and owning every choice I make. Every cut, every stitch, every panel has my name on it, and that means I’m responsible for its beauty and its impact on the person wearing it and the world it’s part of. I want my name and my work to provoke, to push boundaries, and to live beyond the moment. That’s the only way it’s real for me.

What’s one moment or decision early on in this journey that felt like a risk but ended up being essential to where you are now?

Committing to 100% recycled materials felt like a huge risk — I knew it would push our costs higher and mean smaller runs. But I thought, “If I’m going to do this, I might as well go all in, right?” Luxury fashion shouldn’t be about mindless consumption; it should have a heartbeat. So, yeah, it costs a bit more, but I’d rather people invest in something that’s got substance. Fashion should make you think, make you question. If it’s going to be part of the conversation, it needs to stand for something. I wanted our pieces to scream with purpose, not just sit pretty.

So how was the whole launch experience for you? Was it as hectic as you expected, or did things go pretty smoothly?

The launch was smoother than I expected. I thought it would be a mad scramble, but everything fell into place. People seemed to get what I was trying to do; it’s always a relief of sorts to see that your vision resonates with a wider audience. At the end of the day, you want to know your work is hitting the mark just as much as it gives you creative satisfaction, and it feels good when it does, especially when you’re trying to do something different.

When you look back at your first design ideas for Tendler, how do you feel about them now?

My first ideas were raw and unpolished. I’d like to think they captured a certain energy, but I’ve definitely evolved since then. The core ideas remain, but the execution has sharpened. I feel like I was trying to cook gourmet meals with a microwave. Now I’m fine-tuning the recipe — less burnt edges, more Michelin-inspired.

Do you think what we wear shapes the way we live our lives? Is there a connection between clothing and how we experience the world around us?

What we wear completely shapes the way we live; it’s the lens we view life through. I look at it like being on a set — when you put on the right clothes, the entire scene changes, the world shifts around you. They help you step into the role you want, except you’re not playing a part; you’re owning the narrative.

What’s one thing you think the fashion industry often overlooks that you make a point to prioritise in Tendler?

The fashion industry is so obsessed with sales that it forgets what matters isn’t buying, but buying into. We’re not interested in pushing products, we want to invite consumers to invest in a narrative that resonates. It’s about creating pieces that say enough to make you think twice before throwing money at the latest trend. We want our garments to be a statement, not a transaction.

Do you ever look outside the fashion world for inspiration?

Absolutely. Inspiration doesn’t just hang around fashion shows; it’s everywhere, a lot of times it’s hiding somewhere mundane. It’s about taking something unexpected and making it wearable. Fashion should be a reflection of the world, not just a reiteration of it.

And when you start designing, what’s the first thing that sparks your creativity?

I get inspired by looking at the past and the present; finding ironies and connecting things that seem so dissimilar on the surface. There’s something about taking what’s often overlooked and making it relevant.

How do you see Tendler evolving?

Tendler will always be evolving, always in flux. Creating silhouettes that feel fresh is crucial for connection and conversation. The same goes for our production methods. When we talk about sustainability, we’re not just ticking boxes; we’re turning them into art. We’re committed to innovating every step of the way, and finding new ways to do so.