The anti-thesis of cuteness

When graphic artist AJ Dimarucot and former telco executive Audrey David got married in 2007, having a baby was high on their priority list. Little did they know that “the baby project” would result in their much-raved-about quirky line of graphic print baby onesies launched in December 2008. Unlike most cutesy baby clothes out in the market, Googoo & Gaga are all about baby wear with an attitude. AJ tells us how it all began.

AJ DIMARUCOT: We met in 2003 after my cousin and Audrey’s friend set us up. We dated until 2007 and got married in December of the same year. We came from different worlds. She’s organized and structured while I’m the carefree, go-with-the-flow kind of guy. I am the creative force behind the brand and Audrey handles the day-to-day business aspect. We complement each other even in business.

PHILIPPINE STAR: You were out of your day jobs when this venture was born. What made you decide to go the entrepreneurship route?

I was an art director at an ad agency and Audrey worked as a project manager for a major telco. I took up Industrial Engineering and Audrey took Hotel and Restaurant Management back in college. Not exactly the kind of courses you’d take to become an entrepreneur.

Marriage makes you shift your priorities. We decided to get into business because we realized it was the fastest way to financial freedom. We also thought it would be best for us since it would mean spending more time together as a family. 

Everything happened so fast and we were able to finally launch our products December 2008 at the Rockwell Urban Bazaar, a year after we got married.

Why baby clothes, given that AJ has made a name for himself doing T-shirt designs for adults?

At the time we had thoughts about putting up a business, we were also trying to have a baby (and still trying!). Since I was already designing T-shirts for adults, it made sense for us to do onesies because that meant we could dress up our baby with my own designs. 

What inspires your designs for baby clothes?

AUDREY DAVID: It basically all comes down to what we’d wear ourselves. We also scour the malls to look at local brands and basically just veer away from what they have. We are the anti thesis of all the “cuteness” in the market. AJ’s designs are also just, by nature, very edgy and out of the ordinary. He doesn’t even have to try hard to be different to begin with.

You have 10 designs out now. What happens when you’ve sold them out and when will you add new designs?

AUDREY: We’re reprinting designs as long as they remain popular but in limited quantities of 25 to 50 at a time. This will probably grow over time as demand increases. Also, we’ll retire designs after one cycle if they don’t do so well.

By March 2009, we’ll be reprinting some old designs and releasing a few designs for onesies. We’ll also be introducing the toddler tees and kids’ shirts up to 10 years old by then! We will be launching those at the Rockwell Urban Bazaar on March 13 to 15. So watch out for that.

Given that dyes and chemicals are used to print your onesies, how safe are these clothes for babies?

AJ: The inks used for sublimation are all water-based so they are very safe. This process also produces a super-soft piece of wearable art.

Do you ship overseas?

Audrey: Yes. But we have a different base price for international customers. Shipping to Asia and the US ranges from US$10-30, depending on area and shipping times.  Europe is more expensive at US$50-70, depending on location.

Will you be making stuff for daddies and mommies as well?

AUDREY: We have been thinking hard about this. AJ wants to put up his own label eventually. He keeps saying it won’t be until after a few years but I nudge him to do it sooner than later while he’s ”hot.” He’s still a little iffy but we’ll keep listening to the market.

Will there be a brick-and-mortar store coming soon? How about a full-scale baby line with accessories?

AUDREY: We’d want a physical store, definitely. But that should take a full-blown product line and a good enough following. Top of mind, we might do hoodies and beanies next but also no timeline yet. It’s just been an overwhelming two months! We’ve been pulled in all sorts of directions so early we don’t know how to react! But it’s a happy kind of problem. At least we know that what we decided to leave our day jobs for is working.  

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For more information, visit http://www.googooandgaga.com