Peggy Noland

"Like Spring, Summer, Fall? No, that's not how I work."
Interview & Portrait by Cali DeWitt

Peggy Noland X Keds, 2011

Yeah, fuck that.
I feel connected to enough other things that aren't for sale—that I cannot buy—so that I also feel comfortable buying and selling things. I'm not a millionaire. I would love to make money off of objects that I care about and be able to make a nice living off of that. That'd be awesome. 
How has it been going with Peggy Noland, the clothing line? 
Way better since I've been here. 
Why do you think that is?
I don’t know if it's because I'm making different things or I'm making better things but people are responding to it. It's hard to know when it comes to trend-based work: if it's hype or if it's good. I don’t ever feel like I'm far enough away from it to have a perspective of why something is.
You and Seth are always working. Both of you work very hard.
I think we both really love what we do 
It feels like a party. I walk in and you're all laughing. 
It is! I feel so lucky for that— our aesthetics really compliment one another. We do different and similar enough work that we can challenge one another. We can also ask each other technical questions. So yeah, it's great here. Because I definitely know the flipside of that, hating your everyday. No more of that I think that's safe to say.

Peggy & Seth. Photo by Suzy Poling

Do you have a plan for the future?
When I moved out here, I was definitely like, "I want to open a store." That was my plan. There's so many great places to open a boutique here. I would just drive around and look at different neighborhoods and visualize where I would like to start my space. And there were so many different places that would be cute. It would be cute in Echo Park. It would be cute on Melrose. A lot of different places could work. Then, one day I was like, "Oh no. I know exactly where I need it to be" 
I don’t want a store anywhere in Los Angeles unless it’s on Rodeo Drive. I'm not even going to mess around. 
How come?
I am kind of obsessed with this idea of trending right now, and how we are advertised to, and logos. That has much to do with so many of the stores on Rodeo Drive. It's about wanting so desperately to have a piece of the Prada lifestyle but all you can really afford is the perfume. But it still makes you feel good.
So you have an idea of how your store would fit in there?
I have google sketch-ups of how I imagine it looking and how I imagine it to be a thoughtful translation of what happens on Rodeo Drive.

Rihanna Diamonds Worlds Tour, 2012

You really approach retail as an opportunity to be creative.
I'm comfortable using retail spaces as my art form. It's naturally what I've done for seven years and I didn’t even know it at the time. But I'm not good at retail spaces, because a good retail space means you like turn profit. You make money. I don't do that and I don’t really have a passion to make that my priority over creating cool spaces, or making cool clothes. 
Kind of like an artist.
What I do is a really functional side of art. People don’t see clothing as art, in general. I'm painting this and it's on a dress. I'm not painting it and hanging it on a wall, but if I did, it would be called art and not fashion. 
Do you care?
I don’t know if I care. I probably went through a period where I did, but it's just not my job to change those definitions.
Do you make collections?
Like Spring, Summer, Fall? No, that's not how I work.

Peggy Noland Kansas City, 2011

From Sex Magazine #6 Winter 2014
Labelled Fashion