The collection doesn’t just stop at the shoes either, with SJ having also collected related memorabilia including ‘80s advertisements, vintage Barbie x Reeboks and all matter of hybrid shoes including Dance, Plie and the Dubble Bubble.
Peep Insights in NYC employed SJ to take part in research they were putting together for Reebok in March 2009, incorporating an hour long video interview on her passion for the Freestyle.
A fashion writer for several years now, SJ penned a 6 page spread in issue 13 Of Sneaker Freaker tracing the history and importance of the Reebok Freestyle as the first purpose built women’s aerobic shoe.
SJ also contributes regularly to Australian street and style magazine, Acclaim, which is the outlet through which she became affiliated with the brands now on board for the DirtyRich store.
DirtyRich is set to launch online in mid-April with following labels to be stocked in the store: Married to the Mob, Hellz Bellz, DimePiece, CTRL, Princess of the Posse, Cubannie Links, Joyrich, MadeMe, LAfine, De*nada, Claw and Brian Lichtenberg.
SJ currently works in Digital Media Sales as the Sales Manager at Socialista Media. Socialista incorporates a fashion community website ‘2threads’ a party and event website ‘ThisWayIn’ as well as a cooperative network of other youth, music and lifestyle sites. Previously she worked at MTV Australia as a Digital Media Account Manager in the Sales Department.
SJ has a Bachelor of Communication Studies from The University of Western Sydney which was completed in 2007.
She is a recognized figure in the international sneaker and fashion scene and has been profiled by the likes of Sneaker Freaker, M.I.S.S. and Ladies Lotto.
Let’s get into some Q&A with SJ…
M.I.S.S.: What woman, besides your mom or grandmother, do you find inspirational?
I find any woman who succeeds in her own right as inspirational! Anyone who is living their dreams and really owning at life and most importantly taking risks and doing what they want to do, whilst remembering the important things like the value of family and friends and health. In terms of a particular star, I’d say M.I.A would be the lady I see as really living the dream.
M.I.S.S.: How did you get your start?
I went to uni and worked the entire time, thus giving myself a head start in the media industry. I did a fair few internships as well as one in Kuala Lumpur Malaysia working on an English speaking newspaper. That was a crazy few months!!
M.I.S.S.: You work for Socialista Media Australia, are a freelance writer for the likes of Sneaker Freaker and Acclaim – how do you juggle everything?
I keep a pretty strict timetable and I refrain from going out mid-week, and from drinking mid-week unless there’s a client function of course! I’m super organized which helps and I thrive on deadlines and working all night which is often the way things go for me. I definitely don’t sleep enough!
M.I.S.S.: Your newest venture is an online store, DirtyRich. How did you come up with the name?
It’s a play on the term ‘Filthy Rich’ and on the culture you see today whereby it’s cool to dress down and even have a bit of a ‘dirty’ look about you. I love both the words also and really wanted a catchy name that was a bit ironic.
M.I.S.S.: What’s the store concept? What brands will you carry?
The store concept is based on bringing womens contemporary sportswear brands to Australia and New Zealand which have previously been unavailable here. Brands include: Married to the Mob, Hellz Bellz, DimePiece, CTRL, Princess of the Posse, Cubannie Links, Joyrich, MadeMe, LAfine, De*nada, Claw and Brian Lichtenberg.
M.I.S.S.: What made you want to open up an online store?
I started doing distribution for a few brands, and despite there being a definite demand for US fashion in Australia there were few stores willing to take a risk on a brand that is un-established locally. The idea then just came to me one day to open my own store so I could stock on the right brands together in one place and let them work together like they do in many US stores. There is currently no store in Australia selling all (or any!) of these brands so I saw a niche in the market and went for it.
M.I.S.S.: What’s your favorite project that you’ve worked on?
Setting up DirtyRich! This has been the most frustrating yet exciting past six months but I’m so ready now to get this show on the road.
M.I.S.S.: Who do you want to work with?
I’d love to collab on a sneaker for Dirtyrich
M.I.S.S.: What part of writing/running an online store is the most challenging and do you dislike the most?
Well the store launches in mid April so as challenging as the set up has been, I can bet I’m going to definitely hit a few more humps in the road in the coming year. I find writing relaxing and love being a wordsmith, so the only real challenge is actually finding the time to be able to write well and letting my mind switch off from everything else for a few hours.
M.I.S.S.: Any advice for ladies who are just starting out in a career path in music/writing/fashion?
Do as much as work as you can find time for and keep your eyes on the prize! Writing often takes years to get paid for so don’t be disinheartened by the amount of hours you spend writing your blog or contributing to other peoples projects for free. The best way to get noticed is to get yourself out there as much as possible. This goes for networking too, you never know when someone you met years before will cross your path again. The fashion media world is small.
Thanks so much, SJ!
Stay up with Sarah-Jane Owen via the links below:
- She’s Got Sole: SNEAKER FREAKER Issue 23
- Women Making History: Yuli Ziv
- Sneaker Freaker: 2007 Best of the Best Sneakers
- Mama Interview on “The Vine”
- Sneaker Freaker Tees for the Ladies!