When you think of timeless fashion design you think of elegance, sophistication with a hint of sexiness, something that is classic, not trendy. In a culture full of fast and disposable fashion many wonder if that even exists any more. But any woman who has ever worn a Joeffer Caoc creation can see that the art of thoughtful design is alive and well. I was fortunate enough to be able to chat with Joeffer and what started as an interview quickly turned into a conversation amongst friends and his warmth and passion for his art came shining though.
Joeffer was born in the Philippines but came to Canada at a young age. He reminisces about knowing from his youth that he wanted to design and like so many of us in the industry, growing up around sewing machines, fabric, and clothing had a huge influence. “My mom always said that I was always hanging around when she was sewing, asking question, and observing,” said Caoc, whose mother was in the garment industry during the 70’s and 80’s.
A graduate of Ryerson’s Fashion program, Caoc went on to work for Lida Baday, another well-known Canadian designer. While working for Baday, he honed his skills and decided to strike out on his own. When I asked him about his first fashion show Caoc reminisces about The Toronto Fashion Incubator’s new labels show in the late 90’s. “It was really nerve racking, it still is. I would worry if that feeling went away.”
For Caoc, the entire process of designing is personal from the customer feedback to the people who represent his line, he takes their input seriously. “Every design has to have a purpose. It needs to be worn somewhere. It can’t just be about the art, it needs to be functional.” And for Caoc his focus is on the “real woman.” His designs aim to make women feel good from the second they put them on. From the fabrics he chooses, to the perfect placement of the ruching or draping, everything has a purpose.
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Caoc is heavily influenced by pop culture, from the movies and random television he watches to what he reads. Keeping his collections fresh and interesting is a priority. Interestingly, Caoc draws from the techniques and shapes from his most recent collection and carries them forward to the next. He sees every collection as an extension of the one before. While this may not have been planned, he is always thinking about ways his customers can mix and match and how everything goes together.
When asked about critics Caoc said, “you have to have a thick skin, see where it’s coming from. Good design is about meeting in the middle, which is a real challenge. You can get so caught up in it. You can get emotional. And sometimes you have to step away from it because it can drive you crazy.”
With 12 years in this industry behind him, I wanted to know what advice Caoc would pass along to the younger generation looking to bravely enter the world of design, “Do it because you genuinely love designing and love making things for people. That’s why I do it. I like when people feel good after wearing or buying something. Don’t do it for the money.” The business of designing is an art and with that comes the artistic “psychoness,” as Caoc called it. “It is a business because you’re marketing something to make a living but there are a lot of the artist’s psychoness that comes along with this. There is a bit of insecurity. You have to be able to be around people who you trust.”
When I asked how he’s stayed grounded Caoc responds, “I am blessed to have a lot of friends who aren’t in the industry and it’s healthy. This business can be all consuming and it’s good to have people who can take you away from that.”
From the young boy dreaming of a life in fashion design to a fixture in the Canadian fashion scene Caoc still has the same passion and love for designing which is evident in every collection that he presents. So what’s next for Caoc? “Well, I would like to lose five pounds, quit smoking and continue our growth into the U.S. market.”
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