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Issue link: https://digital.miamilivingmagazine.com/i/62822
FASHION recognize a demand and then supply it with quality at a great value. ML: How will you celebrate PEI'S 45th anniversary? GF: We believe our associates are our biggest asset and we're currently planning a way to celebrate this important milestone together. If it weren't for their loyalty to our company and passion in our industry, we couldn't have reached such a momentous occasion. ML: What is it like working with your son Oscar and daughter Fanny Hanono (the Secretary/Treasurer/ Human Resources)? GF: As an entrepreneur and father, there's no greater reward than the feeling of knowing your children have been such an integral part of building a successful enterprise. We have an incredible bond and ability to communicate that goes well beyond your average working relationships. But it can have its challenges. Our work is never done. We live for this company every moment of every day. But it's our family passion and we're happy to have the ability to work together. We wouldn't want it any other way. ML: What are your expectations for PEI's future? George Feldenkreis (Chairman of the Board, CEO, American Apparel & Footwear Association's "Man of the Year" & imminent inductee into the "Entrepreneur Hall of Fame" at Nova Southeastern University) GF: Our industry used to be 'supply and demand,' now I see it as 'supply and understand.' In our industry, change is constant. Life is about evolving and learning every day with the focus on technology. We're poised to meet and exceed these challenges and expect a promising future with innovative talent and teamwork. Oscar Feldenkreis (Vice-Chairman, President and COO) Miami Living: Do you recall when you decided to join your father in business? Oscar Feldenkreis: My father is not only my best friend and business partner but he's also my mentor. I always admired his business and negotiation skills. It was natural for me to support his professional endeavors and excel in sales. I worked hard to get the experience and education with tremendous personal sacrifices, and am so proud of our success and look forward to our future growth and potential. ML: Why did you create Natural Issue? OF: Reactive printing was a new, innovative technique in knits, and I wanted our company to always remain in touch with trends, and to become the chief distributor of these fashions, using our international connections to secure the highest quality at the best value. Natural Issue was our introduction into the branded business. Its success laid the foundation of our business model. In fashion you must be visionary, and I believe you have to constantly seek new ideas to remain ahead of the competition. ML: Why did Supreme change its name to PEI? means of survival, was overwhelming. I came here with only $700 in my pocket and had no local contacts or support system. Fortunately, with my survivor mentality coupled with the instinctive business acumen I learned from my father, I was able to think outside the box and seek any new business opportunities, from selling glass to importing automotive parts from Japan. Having this vision for foreign trade at a young age was critical. The international network I built then and grew throughout my 45 years in business, I believe, has been the foundation of my success. ML: How did you make the transition into apparel? GF: My brother began selling guayaberas in Puerto Rico and his business was growing steadily. I realized there were a niche opportunity for this product in South Florida with the tropical casual lifestyle and climate, the consistent influx of Hispanic citizens, as well as the opportunity to sell to vacationing consumers. I started small and before long I was selling to our first major retailers: Sears and JC Penney. The key to success in any industry is to be the first to OF: Perry Ellis was a premier designer brand with a renowned and recognizable name. It had much more equity, especially as we were going public trading on the NASDAQ under the symbol PERY, than Supreme International. We kept the "International" in our name to further emphasize our growing global network of suppliers and distributors. ML: How involved are you in the New York runway shows? OF: One of my greatest passions is design, so I'm extremely involved, from product reviews leading up to the actual attendance of the shows to all aspects of marketing. This is an opportunity to showcase the collection to merchants and consumers, as well as garnering valuable editorial coverage. If you'd like to find out more about this company, go to: pery.com. You can also follow it on twitter @PerryEllis. PEI has numerous brands with large followings: @originalpenguin; @cubavera; @cccalifornia, @axist, @rafaellastyle, @gotcha, @laundrybyshelli, @penguineurope, @jantzenswim. ML MIAMILIVING 53