Taking on the world of fashion, clothing design and marketing, Christiun Urquijo, Chief Executive Officer of Bodygear, along with partner, Kevin A. Stradtner, are taking their business of fashion and design to the top. Originally born in Columbia, South America, Christiun traveled to the United States, then to Europe, and then back to Ft. Lauderdale to establish Bodygear. His store's location, on 1239 E. Las Olas Boulevard, has been in operation since 1996.
Christiun has worked with some of the most talented photographers and production coordinators to produce some of the most seductive and provocative ad campaigns. One of the most noticeable accomplishments of his marketing was the Bodygear.com billboard located at the entrance of South Ft. Lauderdale. Most recently, Christiun has teamed up with Pioneer to help market and promote Pioneer's new plasma TV technology. Last March, Pioneer presented Bodygear's promotional video at their Global Shop 2000 trade show in Chicago.
Josh Humble: What is ‘Bodygear’?
Christiun Urquijo: The concept of Bodygear is fashion that is ‘geared’ to one's body. Regardless of shape and age, it would be complimenting and functional to today's man and woman. A good way to describe it: a very ‘androgynous’ look. Being that we live in a world of labels, not always does the name match up to the quality. We made a very significant point that we would captivate the sophistication of ‘Europe today’, and transform it to contemporary fabrics and designs that would be suitable to the person that's on the go. We are tearing down the barriers between men's and women's specialty apparel, because gender shouldn't be a limit to what one can wear. We have taken beauty and defined it into a masculine and feminine image, capturing the essence of the human physique.
JH: What kind of duties does your work entail?
CU: Nothing worth having comes easy. We work very hard among other people that have worked hard with Bodygear, because they believe in Bodygear. Yes, I wear many hats. I direct, design and produce, but not on my own. The imagery of Bodygear are too many people; there would not be enough time to give everyone their due credit. A lot of that from design houses, manufactures, photographers, stylist, make-up people, writers, media people,- all playing the gamut in the development of Bodygear.
JH: How did you acquire your business relations with Pioneer?
CU: I gave them the idea and showed them the Bodygear imagery. They'd seen the store and loved what they saw. They agreed to cross-join a marketing concept. It was fabulous because the design of Bodygear is very slick, very much a look of ‘tomorrow, here today’, and Pioneer is in the same line with their plasma TV. I would say both are quite sexy.
JH: What was your reaction to the publicity of your billboard?
CU: Bless her heart, if Mother Theresa was alive, I think I'd have her blessings. I believe it's tasteful. The body language is non-suggestive.
JH: What are your goals for this market?
CU: Our goal is to create a mentality that is embraced by the public who is knowledgeable, who cares about how they look, and to help in possibilities of different media's. Also, liberating the mentality in the way one dresses, and providing diversity to both genders.
JH: Thank you for interviewing with me Christiun.
CU: My pleasure. -V
"We are tearing down the barriers between men's and women's specialty apparel, because gender shouldn't be a limitation as to what one can wear," -
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