After spending three seasons developing his solo vision of boho-street luxury label Baja East, Scott Studenberg knew he needed more. The Los Angeles-based designer loves the little things–the simple comfort of a soft sweatshirt or a warm cup of tea–and sought to bring those intimate feelings to the brand. To get his creative juices flowing, Studenberg went to the place best suited to inspire his effortless aesthetic: Joshua Tree National Park, a beautiful Californian nature preserve known for it’s distinctive landscape and ugly-beautiful gnarled namesake tree. It was there that Studenberg decided what to do next: make a home collection.
Known for its casual-cool sweatsuits worn by the likes of Bella Hadid, Jennifer Lopez, and Justin Bieber, Baja East’s reputation for serving chic comfort has always been a focus for Studenberg. Translating that quality to the domestic space was a natural progression. Baja Home, launching today, builds on the label’s laidback luxury vibes with a collection comprised of bedding, pillows, throws, pajamas, candles, and “aura mist.” With upcycled textiles from Baja East’s Spring/Summer 2020 collection and motifs taken from Joshua Tree’s landscape, the collection is a culmination of the brand’s California-cool ethos.
Here, CR gets the exclusive scoop on what inspired Studenberg and how Baja Home represents a new direction for the label.
To what extent do you see home goods as a natural extension of fashion?
“For Baja East it is a no brainer. I’ve always thought of BE as a lifestyle brand based on the concept of loose luxury. I wanted to give people the opportunity to not only dowse themselves in my fashion, but engulf themselves in a fully realized expression of the Baja lifestyle—getting wrapped up in our clothing, cuddling in our bedding, and drenching themselves in our scent.”
Parts of the collection are handcrafted in Joshua Tree National Park–how has nature played a role in shaping the collection?
“When I took three seasons off to recalibrate my solo vision of the brand, I was also pressing the rest button on my personal life. My best friend had me go out to the desert for New Year’s and it became the grounded inspiration that I needed to push forward. I fell in love with its quiet yet stunning nature and became friendly with many of the people in town that worked at the shops I’d frequent as I’d come back to visit time and time again. This trip is where I found the inspiration to design the debut collection of the new Baja East, and bits of Joshua Tree are seen throughout all collections since the relaunch, including the location of my Spring and Pre-Fall 2020 lookbook shoots. It was only natural that I continue to incorporate the place where I found inspiration for a new beginning into my first home collection.”
The collection also includes candles and mists to bring a multi-sensory element to the home. What inspired theses additions?
“Even before home, Baja East has always offered a multi-sensory experience in its designs. Whether it’s the illusion of watching wild horses run through Joshua Tree, which was originally seen in Spring/Summer 2020 and is now offered as a print in home, or trippin’ on shrooms watching a jaguar race through a sunset (also now available in home), Baja East has always been more than just clothes.
Getting to add scent to extend the storytelling of my brand and collections is so exciting. I’m a daily sage, palo santo, and incense burner and super into aroma to help set my mood. Joshua Tree has been a huge part of the rebirth of Baja East and a main source of inspiration for my most recent collections. When picking a scent to be included in home, it was important for me to continue to incorporate Joshua Tree and partner with a local perfumer to create it. I worked with Lindsay Sgrosso at Fever Dream Apothecary, which is based there, to take my favorite aspects of my daily rituals and combine them into my first scent, Higher Love, which is now available as an aura mist and candle.”
How do you see the collection’s role in the current landscape, as we are all stuck at home?
“My Sun sign is Cancer, so making my home a comfortable, vibey little heaven has always been inherently me. I hope this gives homebodies like me the bit of Baja East they’ve been craving. And I hope that my home collection helps inspire those just starting to nest find their vibe and love being non-stop cozy.”
Baja Home is now available online.
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createdAt:Fri, 29 May 2020 14:03:45 +0000