TE GEKKK…! (‘too crazy’ or ‘awesome’ in Dutch) is an up-and-coming wearable urban art brand, designed by local artists and sold through Aruba’s first online store. It’s a sole proprietorship family business run by contemporary artist, Nelson Gonzáles and established actress, Tuesday Irwin. Inspired by different applied forms of art, artistic experiences and the ideas of their four children, the couple has set out to create the first Aruban colorful and playful art wearing collection.
The Brand
Originally targeted at young adults, their wearable urban art brand mainly attracts the generations that are already on the labor market. TE GEKKK…!’s Whata Creizy Locura campaign profiles itself in the market with an inclusive key slogan: “Dit past gewoon bij iedereen” (“This just goes with everyone” in Dutch). What they’re offering is not just functional fashion; they are inviting their customers to make a statement through their clothes. This is what sets TE GEKKK…! apart from other fashion brands.Though TE GEKKK…! only saw the light of day last December when the application process and product realization came through, Nelson, a Maracaibo-born, and Tuesday, an Aruban born and bred, are not new to the business scene. They initially started with their own Art Rap Foundation, which was a stepping-stone to exhibit in Aruba and around the world, along with their creative thinking laboratory PLAN B. Starting with a foundation of independent artists was a strategic move borne out of the idea that it would be easier to receive funds through this structure.
The Products
PLAN B Creative Lab offers services to third parties within the local and international creative industry. They are ready to produce creative projects aimed at solving various issues in different fields and promoting art. The products aren’t always tangible and can be more abstract: they are ideas, workshops, and creative solutions, a means to think and act outside the box. In creating this space they are inviting locals to break away from perceived restrictions. One of the results of PLAN B is the local brand TE GEKKK…!. TE GEKKK…!’s aspirations are to translate the creative capacities that PLAN B has into reachable, tangible (and sellable!) products. PLAN B’s sustainable presence as a creative laboratory largely depends on TE GEKKK…!’s success. It’s a circular system to give art and local artists a place and voice on the island as professionals.“TE GEKKK…! is unique”, Nelson explains, “We’re trying to turn people into art collectors. Every item is unique, nothing is mass-produced”. Nelson and Tuesday take the socio-economic status of the median Aruban into consideration because not everyone can afford expensive art pieces. TE GEKKK…! offers people the opportunity to own unique local art pieces without breaking the budget. Besides clothing they also sell accessories such as duffle bags, ties, and the distinctive Magic Box bag. TE GEKKK…! is not only wearable art; it is durable art. The materials used have been carefully handpicked from Colombia, assembled in Venezuela and sold in their online store on Aruba. When asked whether they have felt any effects of the new embargo that may impact their delivery, they assure that this isn’t the case. All merchandise is still deliverable, though it may take a little longer before it reaches Aruba.
“We’re trying to turn people into art collectors”
Plans and Challenges
“The brand TE GEKKK…! starts with clothes because it’s accessible and approachable”, Nelson states. The idea is to expand their art products in the future, go beyond what people wear and stimulate them to use art at home; interior design, ornaments, and furniture, such as chairs, tables, and lamps are in the pipeline. Growth seems to be the goal for now, but in order to do so they will need to solve some start-up problems like positioning themselves as Aruba’s first online store. Their main challenge as an online store is how to turn all those views, clicks, likes, comments, and shares into paying customers. Since online shopping is a rather new concept to Aruba, people don’t always feel comfortable paying for something on the web. Another challenge they face is showing that TE GEKKK…! is a local brand, created by Arubans for Arubans, and not a foreign brand trying to break into the Aruban market.
Social Responsibility
Both fit the profile of social entrepreneurs. Tuesday and Nelson approach their projects from a social standpoint and believe that art can be a solution for our modern day problems. “We believe that art helps with everything”, Tuesday says, “it makes people think more creatively. It de-stresses. Art Rap is also there to get kids involved.” They provide at-risk children with the opportunity to do something else besides wandering the streets and learning things they may not be old enough to understand yet. Through these art projects the couple actually invests in a new generation of artists.
Thanks to Qredits
A prominent building stone for the launch of TE GEKKK…! has been the thorough process and guidance provided by Qredits’ business consultants Oliver and Geraldine. According to both artists, microfinancier Qredits not only assisted in strengthening and solidifying the business plan but also in creating the business profile for the Aruban context. “They keep giving you advice the whole time”, Tuesday elaborates, and “they will ask you why you are doing something because they are concerned about an idea you might have. Qredits doesn’t provide the answers but encourages you to think and look at what potential issues may come up based on decisions in your business plan”.When asked if they have any advice for other entrepreneurs or starters they have a clear message, “if you have a good business idea, go to Qredits”.