Wednesday Indie Artist Fixx with FluffyCo

I am so excited to be able to share my interview with Paulina from FluffyCo for this week’s Indie Artist Fixx. If you aren’t aware already, FluffyCo is a fun line of tees, accessories and homewares and with just about each new product release, I see something to I covet (I just love the Bird of Prey design). I’m sure you do know exactly what I mean. Read the interview and take a look at the shop and pick your favorite design.

Read my interview with Paulina below and learn more about FluffyCo.



1. What’s the name of your business and what do create and sell?

FluffyCo is a small lifestyle brand that has grown to include Men’s and Women’s tees and accessories, hand screen-printed home décor Items and now our baby line, Little Fluffy.

2. When did you get started with your business and why did you decide to open your own indie biz?

FluffyCo was founded at the very end of 2004, so it’s been 3 years now. I had always wanted to own my own business (let’s call it insubordination, but I’ve always had trouble taking orders or having someone tell me what to do). I had worked in advertising and design studios for years, then had a small business with a friend before Fluffy: it all led me to realize that I wanted to do my own thing, my way.


3. What’s the creative process like for you?

It’s cyclical. We come out with new designs every six months, so at some point I have to sort of turn it on. I start with inspirations in the media and culture, and that leads me to the first designs. It’s funny, but these initial ideas never make the cut for my sample production: they’re a first step to give some direction. Then, it’s all about refining the ideas and getting down to something I’m really into.


4. What’s been your biggest accomplishment so far?

I guess just getting this going in the first place—it takes a leap of faith in yourself to stand up to all those risks.

5. Tell us one funny/goofy/silly thing about yourself.

I am incredibly messy. My husband and I joke about letting my inner hamster run free…making piles all over the house. Sometimes, it’s like we’re living in a crack house or something, but more sanitary.


6. What’s the best thing about what you do? And the worst?

Best: I run my own schedule, which is important to me. I can choose to blow off work entirely and hang with friends or take off for weeks at a time.

Worst: Sometimes the travel will get me down… It can be exhausting. And I hate calling people to collect outstanding $$.


7. What blogs and mags do you read and what shops do you shop at?

I read Design*Sponge more than any other blog. But, I’m always poking around different ones to get ideas and see what’s happening.

I read Dwell, Bust, ReadyMade, Domino, and some girly crap, Japanese stuff. At the tradeshows they give you dozens of magazines for free, so I get through A LOT of stuff. I love to flip.

In the Bay Area, I love Flora Grubb and Flower Craft for plants and The Touch on Valencia for furniture. Arch is amazing for design nerds who need art supplies. I shop online a lot for posters and art objects, random stuff I see and want, but Park Life and Curiosity Shoppe are awesome for that too. For clothes, RAG in Hayes Valley is great. They carry all kinds of wacky stuff from local designers and it’s quite reasonable.


8. Were you an artsy craftsy kid? If so, what kinds of things did you do?

Oh my god, such an arty kid. I loved to draw from when I was a little 4-year-old all the way through the late 90s. I’m more into printing now and I still love collage.

9. If a genie came along and granted you one wish, what would it be?

For my family and friends to stay always healthy and happy. Or maybe just like a really big pile of cash. : )


10. What does indie mean to you? You can give a literal definition, choose to be a little esoteric or a combination of both. 😉

Indie is when people make things happen! Independent means you are not just doing what is expected of you: you are doing something for yourself.

11. What are you reading, watching and listening to?

Reading: magazines and vintage home improvement books.

Watching: Keyshia Cole’s show on BET, Project Runway, Film Noir movies and some mindless drivel.

Listening: Sabbath, Hip Hop, the Misfits, Depeche Mode, this American Life, Science Friday on NPR and SF’s awesome KPOO.

12. What are your inspirations?

Design is huge… I love design. I draw a lot of inspiration from the many awesome creative women in my life too, and from my beloved adopted home town of San Francisco.

13. What’s new for 2008? Any new plans or products that you want to share?

This year is about chilling. Fluffy grew a lot last year and we were playing catch up half the time. I just got involved in a new screen-printing space in the Mission, and I’m hoping to introduce some limited edition screen-printed wall art in the fall too, so that’s enough. I want to take a step back and enjoy.