Passion, excitement, joy. These are the first words used by Toya Mendez, designer of The Grunge Project, to describe herself to those who are not familiar. A 21-year-old designer from New York City, and a Buffalo State College student, Mendez has never been one to put herself into any traditional molds. This tendency was evident when she decided not to tell her mother of her decision to leave for school until move-in day. Having just recently ventured into fashion by drawing her first sketch in 2012, Toya’s vision for her brand is rapidly growing under her nurture. Despite her age and scant experience designing for The Grunge Project, Mendez operates without any consultants or advisors, she says she likes to keep “A lot of mystery and excitement” going on in the brand.
Although fashion was always the field that Mendez was able to picture herself in, she knew she wanted to build something of her own. However, a fear of failure always held her back. Yet, one day she was inspired by the lack of inspiration around her, saying “I’m always surrounded by people who don’t want to do it, or feel like they can’t do it, or they just go down the easy route, and I never wanted to be part of that 50%.” Which is probably why The Grunge Project reflects everything that she wants to be, electric, filled with moxie, and vibrant. As to what keeps Mendez pushing, she credits her eight year old younger brother saying, “he’s so full of life, and I crave that, the excitement he has for everything, I dream of that.” Her younger brother is not her only inspiration when it comes to fashion though. Mendez also cites nature as one of her greatest influence since as she claims, “that’s the only thing that’s really alive.” This passion and appreciation is in full use at all times when preparing for The Grunge Project fashion shows. Mendez ensures that her vision comes to fruition when she searches high and low for her perfect models, and creating concepts for the runway.
“I’m lucky to have found these guys, a lot of designers and videographers, they have to settle for the people around them because they can’t find the perfect people,” she said. As far as what makes the perfect model? “The exoticness-what I mean is I go for eyes, lips bone structure, they have to have that sex appeal.”
Although Mendez may seem like a lot to handle, she always makes sure to remain humble and warm to people. Mendez’ handpicked visual assistant, Jaliessa Montaque, a greater inside perspective on how things usually go when working with Mendez. It seemed that Mendez’s passion for excellence was contagious when speaking with Montaque, since she claimed to also go for perfection when trying to bring Mendez’s vision to life. “Not only do I want to put out quality, but this is also a representation of something she cares about a lot and I don’t want to mess up on that.” she said.
Although Mendez may be very intense as a designer, Montaque clarifies the difference between Toya Mendez the designer and Toya Mendez the person. “As a designer she is the female Kanye West,” a not to Mendez’s ambition and drive. Montaque also referred to her as an awesome and loving person, while claiming The Grunge Project was “emotion brought to life.”
Ultimately, it is Mendez’ audacity to be different that makes her everything she is. From deciding to venture into men’s wear due to what she feels is a lack of variety in stores, to her hope to keep The Grunge Project as limited and exclusive as possible as opposed to being widely distributed, Mendez truly operates under her own agenda. As far as what keeps her ambitious and motivated to continue releasing clothes? “My supporters, I crave for the compliments, and I want to feed the people that believed in me when I didn’t believe in myself.” Given the rapidly rising popularity of The Grunge Project, which is apparent by the fact that she will be having her own fashion show solely for her line this upcoming spring, she certainly has plenty of appetites to please.
