Mizchif is an urban chic company for the Mindful Individual with Zeal, Courage, Integrity and Fortitude. That’s what Mizchif stands for, after all. I had the pleasure of speaking with Deneisha White who, with her husband, created this cutting edge company.
They have a very full collection that covers men’s and women’s apparel including t-shirts, sweat shirts, pants, shorts and blazers. They will be launching caps and their denim line this fall. “Denim is being worn religiously everywhere. We want to make it a household name, something you always wear. Our jeans won’t have all over print or studding; you’ll be able to wear it with everything. We’re working on price point and we want it to make it feasible for everyone. It will be durable denim. We don’t want people to spend a fortune on their denim; this is for every day people,” Mrs. White explained.
Mizchif is a company that thrives on their creativity and the feedback of their loyal customers, “Everything inspires us… We’re inspired by our surroundings, our day to day living. We pretty much go on what we feel. We’re local right now, so we get our customer response, that’s how we get an idea that we’re going in the right direction,” Mrs. White said. For example she describes the current rock and roll trend that’s sweeping the nation, “We’re not doing too much skulls because my husband and a lot of our customers think that skulls are more negative than positive. Everything is really earthy; we incorporate a lot of animals. We do a lot of wings, to get some rock and roll feel.”
It all began in 2001 with basic T-shirts being sold out of the White’s basement. They were a passionate duo withcreativity and commitment, and when they realized the ideas they sketched out, they created some of the hottest designs. It wasn’t long before they opened their first boutique because the demand for Mizchif became so great it exceeded their home. From there they were able to move into an even bigger location in Brooklyn, and they’ve been there for almost three years now.
Mizchif is looking out for their beloved customers, and tries to be something that will outlast trends. “We do a lot of black, white, brown earth tones so it’s trendy, but can last for the upcoming years as well. Earth tones are no longer just fall colors,” Mrs. White said, and with a stable color palate and hot designs Mizchif is certainly going to be a force to be reckoned with in the fashion industry.