If a brand is so connected to an active co-founder, can it weather the damage by the other co-founder when he faces drugs’ charges and is spending his days in prison?
   Fashion label Insidious Fix’s Jason Crawford is currently in jail on cannabis cultivation, and today’s news brought more gloom as One News reveals that he is now being investigated regarding stolen property.
   I’m not going to join in with any opinions about Mr Crawford, as I only met him once in 2001. I also think extremely negatively toward illegal drugs, but he’s innocent till proven guilty. I do know Insidious Fix makes good clothes, and he and co-founder Kylee Davis make some of the most creative knitwear out there. He’s probably being targeted by the mainstream media because he has a high profile. It sells papers.
   ‘Fix’, as it is commonly called by the initiés, also put on the best show of the most recent New Zealand Fashion Week. For every Jason Crawford, there must be dozens of others with drugs’ charges who don’t make the news. It’s good ol’ tall poppy syndrome at play.
   But the inquiry for us is whether Insidious Fix can survive. Every indication is that it will. Ms Davis has been the party doing the interviews, commenting on design, and she seems to be the stronger driving force behind the company. Davis issued a statement about how one’s character is tested through difficulty. Crawford, meanwhile, distanced himself with a well publicized resignation. Fashionistas, including myself as a fashion publisher (one of my many hats), have said that we are behind Davis and Fix.
   The brand will emerge untarnished for several reasons. It has a following. It has not really put a foot wrong in its business dealings. It is seen to be a promoter of youth culture. A sense of justice may see more people rally around the company, as there is not a single sign that profits were ever used at a personal level. The moves made by Crawford and Davis have been quick and sensible as the news broke and the troubles increased.
   Fix will expand as planned—I interviewed Davis some months ago—and hit its targets. If anything, this is one example where Fix’s profile will increase and Davis should reap the rewards.
   But what next? Should Fix engage in some form of additional social responsibility programme? For once, I might have to say no. Davis is already transparent herself with her dealings and anything other than “business as usual” would be regarded as a cynical marketing exercise, particularly by the youthful followers of Insidious Fix, who see through them easily. posted by Jack Yan, 12:02 AM  permalink