Nicole Haddad had her “Aha” moment when she was 24 years old, two years out of undergraduate school and doing data entry at a law firm. She was unfulfilled and trying to decide her next move when a childhood best friend suggested, “Why don’t you become a fashion designer?” The light flicked on and within a week, Nicole applied and was accepted to the graduate program in Fashion Design at Drexel University’s Westphal College of Media Arts and Design. This is the story of Nicole’s journey to becoming a fashion designer and how she built Lobo Mau, her distinctive Philadelphia-based fashion line.
Nicole grew up in the town of Lansdowne, in the suburbs of Philadelphia. Her girlhood home was artistically rich and culturally diverse. Her father, Orlando Haddad, was born and raised in Brazil and studied jazz composition and guitar at the North Carolina School for the Arts. There, he met Nicole’s mom, Patricia King, who was studying voice. Patricia is 3rd generation Sicilian. Together, they are part of the Grammy-nominated Brazilian duo “Minas”. Nicole still lives in Lansdowne – in a house around the corner from where she grew up.
Nicole was a creative kid – she played the guitar and piano, and she was a maker who loved to draw. She especially liked to draw her own clothing designs. Not surprisingly, Nicole comes from a long line of dressmakers and clothing designers.
Her grandmother was a bridal and evening gown designer. Her great-grandmother, Annunziata, owned three clothing boutiques in her lifetime. The embodiment of the American Dream, Annunziata, an Italian immigrant, opened her first clothing store on Chestnut Street. Celebrities and socialites such as Grace Kelly shopped at Minissale’s.
At the age of 13, Nicole traveled to Brazil to visit relatives. Across the street from where she was staying, was a seamstress shop. Nicole boldly took her drawings to that shop and asked the dressmakers to turn them into clothing. Over a decade later, when she applied to Drexel, those clothes formed the basis of the portfolio that got her admitted.
In graduate school, Nicole learned the fundamentals of sewing – how to cut and make patterns and how to work with knits. She also developed her unique point of view and began her Lobo Mau line. After graduation, Nicole took a job at a costume jewelry factory. Her work there was mindless and she took advantage of what it offered – access to a multitude of women of different shapes and sizes who were willing to try on her clothes and give her feedback.
Eventually, Nicole was offered an opportunity to join a fashion co-op in Olde City, where she and other fashion designers could sell their work in a storefront boutique and fabricate their designs in its communal basement workroom. When her business outgrew the co-op, she moved her studio to the Bok Building, a former vocational high school located in South Philly, becoming its very first tenant. At Bok, Lobo Mau has continued to grow and evolve. Three years ago, Nicole’s younger brother, Jordan, joined Lobo Mau, and as its CEO, he has pushed the business forward. This fall, Lobo Mau will open its flagship boutique in Queen Village.
What is behind Lobo Mau’s success?
First, Nicole and Jordan are warm, welcoming, and down to earth. They genuinely care about the happiness of their clients – they want them to look and feel good about their purchase. And the Lobo Mau line of clothing does both those things.
Lobo Mau clothing is for every woman (and man) – any shape, size, or age. It is fun, contemporary, and functional (and machine-washable) with a nod towards the evolution and history of fashion (Nicole has her undergraduate degree in Art History to thank for that.) Its silhouettes are flattering and the unique textural combination of original monochrome patterns with colorful, linear ribbing sets the Lobo Mau collection apart.
This year, Lobo Mau was named Philadelphia Magazine’s Best of Philly “Best Sustainable Local Brand”. The fashion industry, and especially Fast Fashion, are a huge threat to the health of our planet. Out of six of the largest industries in the world – coal/oil, tourism, beef, transportation, fracking and fashion – fashion is the largest polluter after coal and oil. The process of producing new fabric, especially cotton, is the main culprit. The amount of water required to grow cotton is exorbitant – it takes 4000 gallons of water to grow the cotton for one pair of jeans! Additionally, pesticides used in cotton farming and toxic dyes contribute to the problem. (Check out BBC1’s “Fashion’s Dirty Secrets”.)
Lobo Mau’s “Slow Fashion” ethos is a reaction to the un-sustainability of Fast Fashion, where quantity and low cost is valued over everything. Nicole and Jordan intentionally consider the resources required when making decisions regarding the production of their clothing line. They use higher-quality leftover or “deadstock” fabric that lasts longer, they utilize scraps, use inks whose pigments do not contain heavy metals and buy eco-nylon thread. They support the local economy by working with Philly family – owned businesses, including the company that supplies their signature ribbing material. Becoming zero-waste (they are almost there, but not quite) is a goal for the future.
On Thursday, August 29th, I will be co-hosting a party at Lobo Mau’s studio. Nicole will share her fashion line, the story behind her business, and her passion for “Slow Fashion.” Join me for a light bite to eat, a glass of wine and a chance to learn how you too can make a difference by supporting local sustainable brands such as Lobo Mau.
Lobo Mau is located in the Bok Building, 1901 S. 9th Street, Suite 501. 610.316.9821. If you would like to come to my Lobo Mau party, please do! Everyone is welcome. Message me and I will add you to the guest list.