Co-Founder and Designer Tim Kaeding’s obsession with design began when he was a kid in Chicago noticing everything from the city’s modern architecture to the funky graphics of its skate culture. After attending fashion school in New York, he launched his own line of sportswear before being recruited by Gap, where he designed their famed 1969 jeanscollection in the late 90s. He moved to Los Angeles in 2003 to take on the role of creative director at 7 For All Mankind, and after much success there, Tim departed to start his own company once more. Determined to do denim differently, he founded Mother in 2010 in the basement of his home in Los Angeles. Before the fit, for example, came the fabric, which he developed exclusively to be the softest ever. Tim brings asense of daringness and humor to everything he designs at Mother, all whilemaking sure the line makes you feel like your best self.
Mother was founded in 2010 by designer Tim Kaeding and Lela Becker. Famous for its super-soft fabrics andirreverent attitude, their boutique, made-in-L.A. brand is unique for its genius for keeping an indie spirit while still offering fits and washes thatappeal to a wide range of women. Tim likes to say that Mother, a word as loaded with innuendo as it is unconditional love, goes against the grain; the brand pushes technological boundaries when it comes to that signature soft denim, and pushes brand boundaries when it comes to, for instance, naming silhouettes (think cheeky: The Dropout Boyfriend, The Groupie). “We stand for having fun, and not taking yourself too seriously,” Lela says. What they do take seriously: staying modern and relevant amongst the best in fashion while giving women jeans they can live in and look great in.
Fashion shows & sales campaign
FW2020-21 More Sales Campaigns F-W 20 / 21
Mother Denim Brama Brama Milan
Via Sirtori 22
Co-Founder & President of Sales Lela Becker grew up in northern California where she was surrounded by the area’s blend of bohemian and contemporary style – from the vintage shops in wine country to San Francisco’s boutiques. Here, Lela established an elevated and unique sense of style that lead her to the fashion industry, and, after working in sales for some years in Los Angeles, she opened her own multi-brand showroom in 2000. Her venture, called Sea, represented brands such as the newly launched 7 For All Mankind, which Lela helped bring to the forefront of the denim industry. Later, she became president of sales for Citizens of Humanity, another label she took to mass appeal. Armed with a stellar reputation with retailers and a keen understanding of the creativeprocess, she co-founded Mother in 2010 with designer Tim Kaeding.