WHITEFISH – Scott and Charisse Duchardt prove that the checklist for modern fashion entrepreneurs is short: a little office space and good a garment printer.
Of course, such a list doesn’t include the intangibles, which the Duchardts also have, as they’ve proven with their company Whitefish Style. Between the two of them, they have marketing savvy, artistic prowess and an understanding of western Montana’s distinct markets.
But what really brings those intangibles together is their nifty digital garment printer. Since purchasing the printer in 2008, the Duchardts have streamlined and exponentially grown their business. Everything, from conceptual design to placing the art on fabric, is done at their Whitefish office.
And the printer has allowed them the creative freedom to experiment with designs in measured amounts, an important ability for a small business trying to understand its consumers’ particular tastes.
“We can move quickly and in small portions,” Scott said. “We can find out what people like and design it for them.”
Whitefish Style produces T-shirts, hoodies, baby clothes and other articles of clothing using an organic cotton that’s soft to the touch. The company also provides design services to other companies.
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Two examples of shirt designs created by Charisse and Scott Duchardt are seen on a table in Whitefish. The clothing label, Whitefish Style, uses high quality cotton garments, which are usually organic, and print with environmentally friendly water based ink. |
By utilizing both high-quality cotton and its efficient garment printer, Whitefish Style creates clothes in which the designs are barely raised from the fabric’s surface. Run a finger over the shirt and its composition feels nearly uniform throughout.
Charisse Duchardt said she began oil painting in 2003. As she became more adept in her art, she decided she should find a way to translate her fervor into a living. She turned her attention to T-shirt design and, aided by her husband’s business background, Whitefish Style was born.
“To do what you love and make a living at it, that’s the ultimate goal in life,” Charisse said.
Whitefish Style’s designs are often localized, including one that depicts a road sign with the words “Big Mountain” and “Whitefish Lake.” The label’s clothes average roughly $25 in price.
Over the summer, the Duchardts said they were doing five markets a week across the western portion of the state. They found a niche at the markets, providing a modern fashion sense that appeals to 15- to 30-year-olds, though they said they sell to all ages.
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Charisse Duchardt and Scott Duschardt, owners of Whitefish Style, printed this women’s long-sleeve, extra-fine cotton tunic with the design of a leafy sea dragon. |
“We’re trying to do something different for the valley,” Charisse said.
But far beyond farmers’ markets, the Duchardts have expanded their reach to clientele across the world through reputation and their website, www.whitefishstyle.com. They have wholesale accounts on the East Coast.
Local consumers, however, remain the backbone of their business. Particularly, Missoula has become a fruitful market, followed by Whitefish. The Duchardts said they are learning the whims of consumers depending on the town they’re from.
“We’re testing different markets,” Scott said. “Really, every town in the valley is different.”
For example, Scott said Missoula offers “more of an urban artistic experience” that bodes well for their business, while Bigfork is also a major market in the summer.
The Duchardts are considering a retail location, as well as a website redesign. That is, they’ll make those moves when they have enough time. Right now, their business is keeping them as busy as they can handle.
“The possibilities are endless, really,” Charisse said. “I foresee in the future taking it to a whole another level.”