The tagline on her website states “Author. Writer. Totally Awesome Girl.”

Lesely Arfin is an amazing writer with a ton of sass and style. In 2007 her book Dear Diary was published – an examination of the journal entries she penned as a teenager and in her early twenties. She lives in New York City in a super adorable apartment with books above the kitchen bench. Currently she has a monthly column in Russh magazine, offers sage advice, writes regularly at Cafe Con Lesley and has just started a blog called I Never Go Out. She kindly answered a few of my questions.

What do you enjoy the most about what you do? I love that it’s hard and sometimes I hate it but I keep doing it because an orgasm in my brain happens when I get that release. I’m addicted to that feeling.

What’s the best lesson you’ve learnt (professional or personal)? That staying true to myself often leads to the best possible results (personal). Also I’ve learned that when doing a job for someone else, it is most important to be of service to the job rather than myself (professional).

What is your essential daily ritual? Usually I wake up, make coffee immediately, head to the office. Stop for a carrot juice and salad or oatmeal. I work on whatever project or just write for a good few hours (albeit fucking around on Internet is unavoidable) and after that I go to my class (substance abuse counseling) or just go home, eat with friends, read, chill, whatever.

What do you do if you’re not inspired? How do you shake a creative block off? Cleaning helps me. Reading, meditating, sometimes calling people and getting out of my house or office and just forgetting about it for a little while. Often just powering through and writing anyway will usually force the block to run and hide.

Digital or analog? Both.

Which person, living or dead, would you most like to meet? What about the unborn? I’m interested in meeting my unborn children. I’d like to meet up with all my dead friends and my grandpa.

What dream do you still want to fulfill? I want a Porsche, babies, property, multiple properties. I want to be in NY Magazine one day. I’d like to get a PhD. I’d like to live in an apartment that can fit a couch. Write another book, get more commercial work, start my own rehab center, learn more about alternative medicine, get a juicer, take a ballet class, sing in a punk band, become interested in science-y things, everything… The list gets longer everyday.

Current inspirations/obsessions? Kind of obsessed with girl graffiti writers, this girl Tracy I just met, this girl Elizabeth I work with. Always inspired by witchcraft, surfers, punks, jocks, dicks, freaks, weirdos, losers, black people, white people, space cadets, looney birds, sex workers, diamond thieves, drag queens, trash, disgust, barf, puke, shit, etc.

What sound or noise do you love the most? The sound of rap music. The sound of Mama Cass singing.

What are you reading? And the Heart Says Whatever by Emily Gould.

If location shapes a person, it must be noted that the writer Tao Lin was born (in 1983) in Virginia, grew up in Orlando, Florida and now lives in Brooklyn, New York. Lin’s books thus far include 2009’s ‘Shoplifting from American Apparel’, a poetry anthology ‘cognitive-behavioral therapy’ (2008) as well as fiction pieces Eeeee Eee Eeee and Bed (both 2007). He possesses an excellent grasp of punctuation and one of the best URLs in existence.

Heheheheheheheeheheheehehe.com, check it.

What do you enjoy the most about what you do? Listening to music while looking at the internet after drinking coffee.

What are your essential daily rituals? Looking at Gmail, Statcounter, Twitter, Tumblr, Sales Rank Express, eating fruit, drinking smoothies, drinking green juice, drinking coconut shakes, drinking coffee, exercising in my room, listening to music through earphones, showering.

Who is your hero (real, fictional or otherwise)? I don’t know.

What do you do if you’re not inspired? How do you shake a creative block off? I do the same things if I’m inspired, not inspired, feeling creative, or not feeling creative, I think. I eat fruit, drink coffee, and look at my emails. If I’m working on something I look at sentences on the computer screen moving words around while adding new words, deleting words, and doing things with punctuation. Maybe 85-95% of the time that I am working on something “intense creativity” isn’t required. Maybe 50-70% of the time “no creativity” is required.

What’s your favourite sound/noise? I like listening to the snare drum in certain songs. I don’t think I have a favorite sound/noise. Maybe “silence” or whatever I hear when I’m asleep. Maybe my girlfriend’s voice when she is speaking in a calm, affectionate tone to me (when I have a girlfriend, don’t have one right now).

What do you consider your big breakthrough? Urban Outfitters selling “Shoplifting from American Apparel.”

What’s the best decision you’ve made? I don’t know.

Any current inspirations or obsessions? I’ve been listening to a playlist of all “The Blacktop Cadence” songs recently on repeat.

What are you reading? I’m on page ~150 of “The Ruined Map” by Kobo Abe.

Finally, digital or analog? Not really sure what “analog” means. Maybe not sure what “digital” means either in the context of your question. Probably I’ll “go with” “digital” since it seems newer.

Read an excerpt from his book Shoplifting From American Apparel here. Thanks Tao!

Tomorrow I’m off with friends to Splore – a three day music festival where we’ll camp, dance and make like merry hippies. Hence I thought now is the perfect occasion to talk a little about what I’ve found works and what doesn’t when it comes to executing a fabulous festival outfit. After a lot of oh-so-tedious (not!) research at a multitude of concerts and gigs, I think I’ve got the basics down.

My picks for love a festival in a cold climate – it’s all about layers and balance (look good, keep warm):

- A simple merino wool dress will keep things looking cute; and whip away any moisture if you get damp. Merino is also notable for its “breath-ability” – it acts as a second skin with temperature control. Perfect for changing environments and crowd density.

- All the rest are just layers – a scarf to wrap on and off, a cloak or a gilet to loose yourself in (I am so partial to faux-fur right now), stockings, chunky motorcycle boots etc etc. You know the drill!

- I like the idea of fingerless gloves – they let you easily nip into your bag and grab things… It’s good to be dexterous!

- A clutch with a strap is also useful. Ever tried to get into a bag that’s hanging off a arm encased in a coat? Well, if you’re anything like me you’ll find coats hinder all movement. A clutch on a strap keeps things where you can see it, and makes for easy access.

This is my fail-proof uniform for an outdoor love-hippies-at-one-with-nature event, a la Splore*:

- Covered shoes (preferably sneakers with thick soles) to protect my feet from the elements.

- Dark shorts – there might be a lot of sitting on dusty/grassy ground, so keep the colour dark to avoid stains. The short option keeps you looking ladylike – I’ve seen it a million times – a girl sitting on a hill in a skirt, flashing the world. Don’t be that gal.

- This is the place where you can afford to have jangly, pretty jewellery – as hopefully there will be enough space for you all to wiggle to the music in peace – and therefore not rip any one’s skin to pieces with your accessories. Bon.

- An analog camera. Keeping it organic.

- A satchel big enough to carry all my junk while I’m away from camp.

- A big ass sun hat to keep your neck and face happy. Don’t forget to put SPF everywhere else though, including the backs of your hands!

* That is Laza sitting on the Tree Of Life at Splore 2008. I am conveniently standing behind the outfit.

For an inner city summer stomp think of the Girl Scout motto – “Be Prepared” – for any weather, any crowd:

- This is the place where you can afford to wear cute shoes. The ground will usually be paved so you can survive with a little heel, or some wedges. Want something strappy but tough? Try a Roman sandal, like you used to wear at school, they take a lot of punishment!

- I am a massive fan of the onsie – they’re playful, look good and you only have to make a single decision. Just make sure it isn’t too hard to slip in and out of when you pay a visit to the port-a-loo. Also, choose a playsuit made out of cotton rather than your fancy Karen Walker silk one if you’re worried about festival damage.

- Nylon raincoats scrunch up to fit in even the smallest bag. Bring your own if you don’t want to end up wearing a cheapie poncho, or worse – a garbage bag! I adore my Moochi raincoat.

- Packed festivals are no places to party with a digital camera (especially a DSLR). Unless you’ve got a tether and hella good protection, go disposable! If it gets lost in the fray, no worries. Diamante encrusted throwaway anyone?

And in brief…

BAD: Silk play suits, jeans, complicated wraps, bulky handbags, mega expensive/cherished garments, delicate accessories, pastels (careful careful), flashing the world.

GOOD: Sundresses, cotton stretch onesies, small satchels, disposable cameras, skin protection, merino wool, flexibility, deodorant, layers, cardigans (tie them round your waist, make a turban, whatever!), happy attitudes, good friends.

Agree? Disagree? Do you have a fail safe festival costume you rock every time, perhaps experiment depending on the event, or do you always show up in the same thing you usually wear out?

Nicolas Henry is a filmmaker, photographer and artist. Usually based in Paris/Marseilles, he is currently working on a major photographic series – Les Cabanes de nos Grands Parents. This has seen him traverse the world from Marrakech to Moscow, meeting and engaging with all sorts of grandparents.

Henry travels to the home of each of his subjects (he says a friendship is sealed when you visit a home) and invites them to make a hut or play-space with their personal belongings. Inspired by their childhoods, the resulting huts are intimate glimpses into their strikingly rich and diverse lives.

If you can read French (or use a translation tool) you should visit Henry’s site and read why each space is a a reflection of their imagination. I always appreciate it when older people have the chance to share their stories, their loves, their dreams.

Delightfully, Henry had the good fortune to meet and photograph my wonderful grandmother in New Zealand. As I understand it they met while she was volunteering at the local visitors centre of her seaside village.

Here she is in her much beloved but wild sub-tropical garden – click for a larger view.  The picture above Betty’s head is one of her crocheted woolen blankets and a portrait of her as a young girl. Note the teaspoon collection in the back! I love this photograph so much.

I love  reading, and I love watching people read. Observing them drift into a state of deep concentration that sees them ignoring screaming babies, fires and once in a lifetime frisbee catches. It makes them forget that the cup of tea has gone cold and slightly soupy, and their toes are freezing despite 2 pairs of socks. They’re in another place, you can see it on their faces.

Of course, you need fuel to feed this fire. Here’s a list of alternative reading list suggestions – it could make for an interesting year…

• Read all the recipients of a major literary prize, e.g. every Booker.

• Read all the books with covers designed by Chipp Kidd.

• I am still very enthused about choosing books purely by colour. Have a red book month or for the teeth-grinders amongst you, black.

• Read the top ten books from the year of your birth.

• Or if you don’t like you birth year’s selection, how about 1971?

• Exclusively read books set in tiny Portuguese villages.

• Exclusively read novels by Alaskans.

• Delve into the classic books of your country – they are waiting for you. Or another nation’s novels  – France, Spain, Canada. (Thanks Mausumi!)

• Find a theme that unnerves you. Grief, sexuality, loneliness. Happiness.

• Ask ten of your friends for their favourite book titles. Start there.

• Then ask ten people who are at least 10 years older than you.

• My Form 2 teacher (that’s age 12) gave me this list he photocopied (from gawd knows where) of the supposed  top 100 must read books. I made a start and have been carrying it around ever since. You can do better than me!

It’s the fourth of January. Time to wake up from that party haze, extract yourself from the food coma and dive into your New Year resolutions. (We all need a few days grace!)

If you’re anything like me, you will have put ‘read more’ on that list of things to do this year. I’m not going for any specific number or genre – although I wouldn’t mind getting through 2 novels a month. So while I’m fresh and eager, I thought I’d share ideas for a few decent books to put on our lists.

A concept for a “wall of knowledge” at the Stockholm Library, created by a team of students at the Architecture School of Paris La Seine.

The CFS New Year Reading List:

• How I Live Now, Meg Rosoff. Fifteen year old Daisy thinks she knows a lot about love and life – but oh, how she’s wrong. Sent to England to spend a summer with her cousins, everything deliciously and dramatically falls apart. A short, sweet, heartache for a lazy Sunday afternoon. 
  

• Midnight’s Children, Salman Rushdie. Rushdie’s 1981 novel won the Booker prize that that year, then went on to win more accolade as the best of all Bookers in 2008. It’s a charming love-song to India’s history and independence, imbued with magic-realism and magnificent noses. Fact: In 1984 Indian Prime Minister Indira Gandhi brought an action against the book in the British courts, claiming to have been defamed by a single sentence in chapter 28, in which her son Sanjay Gandhi is said to have had a hold over his mother by him accusing her of contributing to his father’s death through her neglect.

• The Gathering Storm, Robert Jordan. Number 12 in Robert Jordan’s The Wheel of Time series. He’s dead but the story must go on! Hopefully one of my nerdy friends will lend it to me so I don’t have to buy it…

• Piano Player, Kurt Vonnegut. Vonnegut’s first novel spins the chilling tale of engineer Paul Proteus, who must find a way to live in a world dominated by a super computer and run completely by machines. His rebellion is a wildly funny, darkly satirical look at modern society.

• The Godwits Fly, Robin Hyde. The Godwits Fly is a New Zealand classic (I first came across it in my high school library, and er, now notice the copy I am holding now is the same one). Originally published in 1938, it concerns themes of growing up as a girl, love, heartbreak and the resulting poetry. It’s a beautiful, wistful peek into life in early-twentieth-century Wellington too.

• Shoplifting from American Apparel, Tao Lin. Totes ironic Internet fave Hipster Runoff features an exclusive extract from Shoplifting From AA - this should let you know what you’re in for, right?

• Dear Diary, Lesley Arfin. Arfin (who you may know as a Vice/Missbehave/Russh columnist)  looks back into her personal diaries of her teenage years “with the perspective only rock bottom can give you”. I like the fact this is filed under young adult fiction at my local library. YA loves heroin addiction.

• Sabbath’s Theater, Philip Roth. I am a bit loathe to recommend this to you as I know you are all lovely, upstanding people who generally enjoy tulle and kittens. Roth’s 1995 masterwork is unpalatable and not safe for work nor the bus. However it is one of the finest pieces of characterisation I have ever encountered. Do read this review for a taster of what you’ll be getting yourself into – but as it says, Sabbath’s Theater, while outlandishly filthy, contains some of the funniest, freshest writing of our time.

• Everything Is Illuminated, Jonathan Safran Foer. A humorous exploration of the fictional JSF’s journey into Jewish history of Ukraine. Translator Alex will win your heart with his ‘premium’ letters. My edition tells me Everything Is Illuminated won the Guardian First Book Award in 2002 and since has been published in 24 countries (perhaps, including Ukraine). Watch the 2005 film afterward – it stars Elijah Wood.

Happy reading. A decent starting list, non? Have you read any of the above? What’s on your agenda this year, dear bookworms?

“In this competitive era, choosing company and product names is the single most important marketing decisions businesses face”

Jack Trout, Business 2.0

Whether you’re naming a baby, a label, a product, blog or a band, a great moniker can propel your little fire-starter to new heights. Great names are a powerful branding force that can work to differentiate you from your competitors, provide creative marketing inspiration, sell a benefit and emotionally connect with customers. This applies to people too! Would Norma Jean have met the same success as the bombshell Marilyn Monroe did?

While many well known brand names appear to have been coined with a touch of luck and some great minds; dig deep and you’ll find most of them have been through rigorous development to get to the magic. The best thing however is that names are free! Taking the time to develop one could be one of the most valuable investments a company ever makes.

So, what makes a great name? While they can come from anywhere, it pays to develop one that has entrenched significance within your company and the service or product you offer. This is a fantastic opportunity to hook people in, because every name tells a tale. Is there a connection to family, place or a technique? Vogels bread taps into a tradition of health and wellbeing – as championed by naturalist Alfred Vogel (who has lent his name to all sorts of other products, including vitamins).

Another kiwi name favourite is 42Below. The vodka peddlers developed a modern name with a great shape (to design to) that tells a great story.“42 Below what?” – it gives them a chance to talk about the origins and purity of their product. Look for a hook into your wider brand story.

It’s also important to create a name that’s in it for the long haul. In 1990 including the numbers 2000 after your brand name seemed to be in vogue and future forward. In 2009, it’s not such a good look. New Zealand company Rakon, makers of GPS chipsets, were named for ‘radio control’ in 1967 – despite giant technological advances, their name still stands in today’s market.  Consider playing with your name a little bit – mash-ups can be fun!

The sound has got to match the spelling. The most marketable names are ones that are easily spelled. For example, you could call your range of designer lunchboxes “Kool Kyds Bentos” – because k’s look edgy. It’s an extreme example, but do consider the sales potential if someone could find your website or phone number after overhearing a conversation. Making sure your brand name works both verbally and on the page is vital.

Twitter – playful, easy to spell and easy to find.

At the end of the day, names are like first impressions, they can be changed; and actions will always speak louder than words. A fabulous handle never hurt anyone though!

Now we’ve discovered what’s in a name; here’s a basic naming process for you to follow:

RESEARCH: Do your research – analyse your strategy/business plan, for clues, investigate current names out in the market and explore your point of difference.

SCOPE: Scope out several different territories based on your research.

These may include -

• Abstract/random non related territory/unique and original.
• Descriptive territory of product/service proposition.
• Emotional focus/benefit.
• Future focus to territory (not numbers, think advancements).
• Word/spelling play, clever manipulation of words and sounds, mash-ups.

What are the emotional/functional needs of the territories explored?

CREATION: Come up with a range of names within each territory explored. No name is too silly or obscure – pop them all down on your list!

Outline and rank names in relation to project through shortlist.

Conduct a name search – has it been taken and linguistic appropriateness – culture etc.

ELIMINATION: Narrow down to two directions – check for availability on websites, company register, Google search results.

TESTING: Test your names – pitch them to friends, family and potential clients. Swirl the names around in all situations. Like a fine wine – what’s the mouth feel? Does it work with your elevator pitch? Are there any potential spelling disasters?

Finally, name it!

This article first appeared on Etch Magazine – New Zealand’s online business and lifestyle magazine for young Kiwis. Check it out.

Tea, the drink of choice for queens the world over, is also the king of beautiful packaging. I’ve been digging around and saving my favourites.

Here is an Orla Kiely designed tin for Bewley’s:

Kiely says of her bright box – “Bewley’s was an important sanctuary to me as a student living in Dublin and I am delighted to be working with them as they are an iconic Irish brand. We chose one of our signature prints – the ‘Scribble Stem’ in a classic red and cream with bright chartreuse contrast lid. We hope our tea caddy will add a flash of colour and become a treasured feature in the kitchen.”

English brand Clipper uses hand drawn type and illustration to showcase their natural flavours:

French brand Chateau Rouge, uses an object (which has relevance to name or the flavour notes) to identify each tea:

Mallard make the cutest takeaway cups – featuring whimsical patterns and a cute teapot silhouette:

“Mallard is a specialist tea company which sells loose leaf tea through its shop and tearoom in Knutsford. The mix and match branding is inspired by the eclectic feel of the establishment which is quirky, eccentric and unmistakably English.”

Andrews & Dunham sell loose tea in beautifully designed little tins – I love this elephant Ceylon one:

Finally, origami tea bags from Russia. Not strictly packaging bu whatevski – they are beautiful! The bird apparently forms and unfolds gradually while the tea infuses.

It seems those on the European side of the pond are miles ahead of the pack when it comes to injecting a little charm into their tea boxes!

What brand of tea do you drink? Does it keep it cute ‘n loose? Tight and tinned?

A few months ago I wrote an article entitled Girls On Film: Style Brands & Video about the plethora of labels now using video to communicate their messages and peddle their wares. Lately there’s been a couple more New Zealand brands getting in on the act.

Last week I attended a show at Plaything Gallery. It was no ordinary art opening, rather it was a dual film screening and launch of Stolen Girlfriends Club’s latest collection: Weapons Of Mass Seduction.

The film, shot by photographer Derek Henderson, depicted a collection of awkward moments, SGC’s friends, family and clothes. We gathered on a rooftop, glass jars of wine in hand, to watch it projected on a wall across the way. It was raw, cool, funny and certainly touching in some places.

Above all, it made me want the clothes. I saw how they looked on a living, feeling human. Perhaps if I had one of those sweet Old News button up denim shirts I’d be just as charming? Sadly I can’t embed the film but if you go to the Stolen Girlfriends site it’s on the homepage.

Cybèle, my favourite New Zealand designer, has also released a video to celebrate her new SS 09/10 collection, Serpentine.

According to fellow Kiwi blogger Isaac Likes, the film is inspired by dancer Loie Fuller’s 1896 ‘Danse Serpentine‘. Take a look – it’s a gorgeous number, with a mesmerizing hand painted effect. Then check out Cybèle’s smokey, kaleidoscopic showcase:

I think these both of these films are great introductions to their respective brand – someone with an interest in film is likely to watch these videos without needing an intimate knowledge of fashion, while clothes ponies can pursue their interests with a different perspective.

The next steps for the fashion and video relationship? Well live broadcasts from Fashion Weeks already get a look in, and fashion houses are making features, a la The September Issue and Karl Lagerfeld’s 2007 film. In my opinion, it’s only a matter of time before fashion bloggers start producing their own DIY clothes dramas, seeing as most seem to have photo shoots on par with professional look books. We’ll also soon be able to go to the cinema, watch a film and then shop the film at the accompanying site – something along the lines of an easily accessible 2010 Sex & The City.

What do you think is going to happen next?

Like it or loathe it (I’m a fan), astrology will never go away. In fact, it seems to be rising in popularity – the same way religion does – in light of the current global uncertainty. It’s certainly in fashion! In fact, so popular that lately we’ve seen quite a few fashion labels teaming up with astrologers to provide a heady dose of forecasting.

Exhibit 1: Urban Outfitters worked with astrologist Susan Miller, to create a collection that offer predictions as well as sweet threads.

“Scorpio Rising is an NYC-based basics line with a fashion twist. Washed-soft t-shirts, dresses, skirts and singular graphics are designed with a perfect fit in mind, resulting in essential modern staples.” Peferct for the Scorpio girl about town… Oh, that’s me!

Exhibit 2: Australian store Klein’s Perfumery has enlisted astrologer Peta Loudar and illustrator Kelly Smith to produce quarterly stars. These are then is paired with a scent and some products to suit your sign. The reccomendations for Scorpios sound pretty yummy (as do all the others)!

Exhibit 3: To celebrate their 60th birthday, the Onitsuka Tiger sneaker brand took a different tack, creating a limited edition range of shoes based around each animal of the Chinese Zodiac. Despite being an Ox, I own an awesome pair of Dragon shoes.

Tiger also created an animation of the race the animals participated in to score a spot on the calendar! Check it out – if you like Japan/animation/hilarity, you’ll probably enjoy it:

So, fashion and forecasting? I think this mix works because consumers will instantly identify themselves as a sign, practically convincing themselves of the match between product and personality. Everyone would also love to believe that health, beauty, love and happiness are coming their way if one just holds your breath and purchases a hot frock. Plus the  zodiac motifs are playful and easy for designers to work with!

On another note, it’s September tomorrow! Check out what’s in your stars at Susan Miller’s Astrology Zone, Astrostyle (as predicted by identical astrologist twins), Free Will Astrology, Astrobarry and Jonathan Cainer. Any new peacoats on the horizon?