Theory Founder's Next Big Investment

By Bee-Shyuan Chang
July 18, 2011

Every few seasons, there's a new contemporary label that's right on cue with the cool girl zeitgeist. With a building buzz that includes an exclusive peek at Resort 2011 with Vogue.com, Aiko has been charming effortless twenty and thirty-somethings with that je ne sais quoi, France-meets-Brooklyn look.

But the industry attention isn't due to a highfalutin fashion concept. Rather, the young line, which kicked off for Spring 2010, has its foundation in a classic weekend staple: the sweatshirt. Under the hand of Founder/Creative Director Cynthia Mittweg, the humble fashion piece gets star treatment, from cropped and angled cuts to perfectly fitted and slouched silhouettes. (The fashion line also includes tops, skirts and dresses with a similar drapey vibe.) Given her business partners include Andrew Rosen, of Helmut Lang and Theory, and Sean Barron, who launched Katayone Adeli, our bets are on Mittweg as a growing and lasting fashion presence.

Here, the daughter of a Hollywood studio exec, former band member and model, and global citizen (she was born in London but grew up hopping between L.A. and Tokyo) takes us behind the scene.

Cynthia Mittweg

Aiko Creative Director Cynthia Mittweg

The Inside Source: Given your Hollywood roots, how did you decide to go into fashion rather than the film industry?

Cynthia Mittweg: I have always been sort of a film junkie, but for whatever reason, I have never had any sort of passion to pursue it as a career. It might be because I got to see so much of the craze on the inside. I do identify with the costume and performance aspect of it, and so much of that has been implemented in my life, whether it be through music or fashion.

The Inside Source: In terms of fashion, you're a former model. What were your modeling days like?

Cynthia Mittweg: I did enjoy elements of it, although it was grueling at times. I definitely learned about a side of fashion, which has helped me today.

Aiko

Aiko Fall 2011

The Inside Source: Onto your fashion line: you launched for Spring 2010, and already, you've taken off and received great feedback. What has the experience been like?

Cynthia Mittweg: This experience has been exciting and challenging. Whenever you are launching a project, which is dear to you, I think it can be unnerving. While working on building something, you have to put in all of your time and energy.

The Inside Source: Tell us about the name Aiko. How did the name come about?

Cynthia Mittweg: Aiko means "lovely child" in Japanese. There is a youthful spirit to everything I do. Aiko began as an experimental music project I started when I first parted ways with my band. I wanted to create a Ziggy Stardust type of character. The project was called "ich bin aiko" which means "I am aiko." Clothing was going to be a big part of this venture and in the end, the music has taken a back seat.

Aiko

The Inside Source: Is the fashion line's design aesthetic influenced by your own lifestyle?

Cynthia Mittweg: Yes it is. The concept applies to my life. I imagine my girl to be this lovely mess who rolls out of bed and throws something on without much thought, so she can go about her busy day. She always looks fashionable and well put together. I consider some form of ease in all of the Aiko clothing.

The Inside Source: You live this envious bi-coastal life — splitting time between New York and Los Angeles— which also means you must be a pro at packing. What are some of your suitcase must-haves?

Cynthia Mittweg: Univera's Meta Greens, as well as their product called Xtra for Energy and Rejuvenation. Tons of shoes, a good variety of dresses and my Canon G10 camera.

Aiko

The Inside Source: What fashion pieces are you planning for your wardrobe this summer?

Cynthia Mittweg:

1. Paco Rabanne Rubber Link bag in brown

2. Alaia studded suede wedge sandals

3. Anita Ko 18K black diamond and gold snake ring with emerald eyes

4. Aiko Irina dress in natural

The Inside Source: Favorite place to shop?

Cynthia Mittweg: Opening Ceremony.

Aiko

The Inside Source: How do you shop eBay?

Cynthia Mittweg: I collect a lot of vintage, so I visit the site often browsing for special finds. I am usually looking for designers like Kansai Yamamoto, Norma Kamali or Alaia.

The Inside Source: Any fun trips, vacation or otherwise, planned for the summer?

Cynthia Mittweg: More trips between New York and L.A. of course, but also a trip to Paris and London in September.