5 Questions With...Jessica E. Ralli | INTERVIEW

Jessica E. Ralli

Founder and Director of Soft (clothing for all children)

Continuing in our series “5 Questions With….,” we spoke with Jessica E. Ralli, founder and director of Soft (clothing for all children). Soft is the first clothing company of its kind: “designed with the needs of all children in mind, including those with Autism, Sensory Processing Disorder, ADHD, and tactile defensiveness.” Jessica has an MA in Special Education from Columbia University and worked with children with Autism and Sensory Disorders in the New York City school system before starting Soft in 2007. Jessica conducted three years of both qualitative and quantitative research in and out of the classroom in preparation for launching the Soft clothing line. In 2008, she partnered with Suzy Kogen Friedman, a mom/entrepreneur who has been a lifelong advocate for individuals with special needs. The eagerly-anticipated first collection is set to launch in November 2009.

1. All of us at the Zandl Group have such tremendous respect for what you’ve done with Soft Clothing (for all children). From the wonderful concept, your market research techniques, and the securing of financing, to your incredible design sense. What has been the most challenging part of starting your own business from the ground up?

"The most challenging part of starting this business has been the incredibly steep learning curve. I chose to start a business that reflected what I love, not necessarily what I know. Everyday there are at least 5-10 new challenges which I have no idea how to meet or handle. Putting all of the pieces together in a way that makes sense, is responsible, and speaks to our mission and aesthetic--financial, marketing, design, branding, and planning for the future--that is my largest challenge for sure."

2. What are your dream goals for Soft?

"I would like Soft to be a symbol and blueprint for a new kind of brand--an "inclusive" brand. There has always been great separation between what we design, create and build for the general population and what we design and build for people with disabilities. In architecture, "universal design" means designing from an ideas inception with all levels of abilities in mind, rather than adding ramps, braille, sensory sensitive lighting etc.. as afterthoughts. I would love to see this inclusive concept applied to other areas. I would also like Soft to grow to a level where we can be a brand people really depend on for quality, responsible and sustainable production and distribution, and affordability. We already have the style--and I expect that to just grow and evolve as we have access to more resources to experiment with!"

3. What are some of your favorite or most inspirational clothing lines?

"For kids, I adore J Crew's Crewcuts. They have perfected classic kids clothing. Unfortunately the price point is a little high I think for most parents.
I am constantly awed by American Apparel--they totally tapped in to a moment in youth culture, fashion, and retro style tendencies. They took those blips on the radar and ran with them--creating, I think, a transformative line of clothing. I think a lot of youth/street/hipster style is informed by American Apparel. They are not afraid to experiment with awkward silhouettes, experimental fabrics, and have found a way to make basics relevant again (Gap did this first, in my memory at least). Not to mention the fact that their marketing and aesthetic is genius--so chic, simple, and pretty much the graphic design equivalent of a generation.

Balenciaga is my sweet tooth. I look at it more as art than anything else. Marc Jacobs consistently interests me. Chloe is what I wish I could fill my closets with. Rodarte is the most creative line out there. Issac Mizrahi is where my heart is. I could go on..."

4. What is the most unusual or non-traditional place that you find inspiration?

"Furniture and interior design. A lot of the looks and images I pull from magazines are interiors. I have a whole file on chairs. The shapes, colors, textures and textile design used in furniture really inspires me. I like simple shapes, wood grain, colors that pop."

5. We LOVE the previews from your recent Soft Look Book photo shoot! Would you share one story from the children or the day of the shoot?

"We had four families: Moms, dads, sisters, grandmas, grandpas--everyone. All the kids had sensory sensitivity or Sensory Processing Disorder--varying levels of sensitivity from extra sensitive to just mild irritation from tags and waistbands. The kids were so happy in the clothes--they bounced around all day smiling. Each one had to change more than twenty times, and did so without complaining. I was really surprised--these are kids for whom dressing is a challenge--and here they were doing it repeatedly with no issues. My best moment happened over and over again...it is just that I kept hearing the kids and parents saying...."this is so SOFT?" It made me think...good name!"

Visit the Soft (clothing for all children) website, the Soft Blog, and Soft Facebook page.

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