Recently The Cud's Evan Kanarakis sat down with Veronique McConnell of new design outfit Eff & Vee (eeffandvee.com). Short for 'Fruit & Vegetables', Eff & Vee is an integrated design company geared towards providing clothing, books and gifts for babies and children that promote health and wellness. Veronique gives us the juice on her company's story, shares of her experiences studying in the design Mecca that is New York City, and offers up some personal thoughts on what she sees as a few design trends for the future … 

THE CUD: Tell us a little about the Eff & Vee story. You have a professional background rooted in healthcare, right? Surely this helped to inform your concept?

VERONIQUE: Eff and Vee Design is all about making a healthy, balanced lifestyle fun for kids through colorful design and picture books. I used to work as a physical therapist and healthcare consultant which really informed the knowledge behind this kind concept, but to be honest a lot of the idea really just came from my childhood experiences when everyday food and play were normal, and dare I say it, fun! When I was working in healthcare it was clear that that attitude and education directly correlated with compliance towards good health. Often the best results came from making the treatments and exercises enjoyable and fun. So we play on this — we make good health good fun!

THE CUD: What can you tell us about your line of children's picture books?

VERONIQUE: The picture books are the real guts behind the brand because the characters are given depth and personality and therefore become more meaningful. The books are also special in the fact that while the design element largely appeals to kids, there is a subtlety in the text that will appeal to the parents.

THE CUD: And by reading it directly to their kids I guess it helps because parents are delivering the message as much as the story itself … 

VERONIQUE: Exactly. That way a child hears the message from the story, but also it has weight because it’s delivered from the parent too. Each book has a value such as kindness, truth and trust or even of just believing in oneself woven into the story. This helps to positively educate and inform kids at that point in their early childhood where attitudes and behaviors are shaped …  I guess in adult speak that's called a holistic approach!

THE CUD: It seems even just that basic notion of a parent reading to a child might not be as much ‘a given’ as it once was.

VERONIQUE: Storytelling was always a big part of teaching and parental bonding. It seems to be becoming less prevalent now that there are so many other interactive options, and parents are time poor. The books hopefully encourage story telling because they’ve got appeal for parents and kids alike.

THE CUD: What do you feel is your greatest challenge in trying to promote health and wellness to kids?

VERONIQUE: Probably the greatest hurdle is the competition from the effective marketing of major fast food and entertainment based companies, who can influence kids on a huge scale. But our brand is a design/art form. We feel our product is cool — it stands alone in its own right. After all, New Balance just collaborated with Sesame Street for the “Healthy Habits for Life” campaign. In terms of having children’s characters as an art and design form- Supreme Skatewear, Terry Richardson and Kermit is an example of a brilliant collaboration!

THE CUD: Is informing parents as much as their children part of the challenge?

VERONIQUE: I’ve found parents to be super supportive and open to the brand — they haven’t found anything like it out there to buy! However, the important part is to take the time to explain the essence of the brand. Once they understand that — people are right on board.

THE CUD: You studied at Parsons, New School of Design in New York — familiar to many fans from Project Runway fame. What was this experience like? The reality series would suggest it was a mad mix of brilliant minds, intense creativity and, to boot, some ferocious egos. Is that about right?

VERONIQUE: Yes and no. The experience was amazing — what a boon to study fashion design in NYC. Definitely there was the mix of brilliance, creative flourish, but I’d say the depiction of the inflated egos wasn’t the case. Everyone was pretty down to earth, and there is no doubt in order to do anything in design you need to believe in yourself. Exam times were pretty funny though — especially when the sewing machines weren’t working!

THE CUD: With Eff & Vee you're very clearly seeking to fill a need not just in the market in terms of offering up clothing options for babies and young children but in terms of also providing something that is socially responsible as well. Does that make you unique among your design peers, or is social responsibility slowly catching up just with cash considerations in the field? Did Parsons play a role in nurturing this kind of social consciousness?

VERONIQUE: We’re all about design and using it to deliver a positive message. I think more and more people are forward thinking in using art/fashion/design as means of conveying social responsibility. Take the (red) campaign for Gap as an example … A friend of mine once said “So the clothing is just like a blank canvas for Eff & Vee’s message, right?” She was right on!

As for Parsons, the school didn’t play a role in promoting social consciousness per se; they were about promoting something that felt right and true to you as a designer. I have friends working in all levels of the fashion industry — some are definitely not socially responsible and would be horrified to be called that! The stuff they make is fantastic nonetheless.

THE CUD: What has been your biggest surprise on the road to getting the company off the ground? Any unexpected hurdles?

VERONIQUE: Biggest surprise? That's a tough one. It has been a constant bevy of surprises! ! Maybe how helpful people have been — Mark, my screen printer always takes extra care detailing what is needed, and Bobby, who does my labels always suggests places that may have synergy or offers to drop the labels off at my place as we live near each other. Friends have been amazing — and of course most of all Michael my partner! Other hurdles… Everything has to be so closely checked and monitored. You can’t afford to be vague about details and good design means finesse and being absolutely exact. Something I didn’t realize at school — but I get it now! Sizing the graphics took ages for instance. What is most comfortable on the eye? Does it work across 6 garments?

 … And also the name “Eff & Vee” with my Australian accent can be tricky!

THE CUD: So what's next for Eff & Vee?

VERONIQUE: Toys! Plush ones that comply with American standards!!

THE CUD: And looking beyond Eff & Vee — and I appreciate this is an impossibly broad question but c'mon, humor me- what do you see as some general design trends we can expect to see in the future?

VERONIQUE: Hmm… green movement for sure. Integrated design and collaborative partnerships… Support of designers as artisans… And smart textiles.

THE CUD: Last of all, where can we folks go to find Eff & Vee's products?

VERONIQUE: Start at the website …  we’ll be approaching retailers and attending the Trade Show in the upcoming months.

Visit Eff & Vee on the web at effandvee.com
All photography by Marlon Krieger - marlonkrieger.com.