63 Celebrities under the spotlight “Those who want to be one step ahead want their image to reflect urban trends” My field is in the production area, though of course, our direct contact with clients is an excellent source of effective feedback. Is it harder to work with clients who come with their minds made up about what they want? Or is it more difficult when they place their trust in you 100%? Those who already have an idea make it easier for us because that means that half the way has been covered in the process of creating and making. However, those who come with an open mind are very motivating, in terms of our professional skills. Laia González (El Transwaal): ElTranswaal is one of the stores with the longest history in their exclusive dedication to selling workwear and uniforms.With al- most 125 years of experience, those running this business can very well share their views on the sector. For expertise and know-how is gained with time, and those making up the staff of this prestigious firm have witnessed the long walk of a label,Trans- waal, that earned for itself a leading position as a supplier of clo- thes for professional use. We interviewed Laia González, head of the design and produc- tion areas. Her answers to our questions help us learn more about the company’s history.We also hear her views on today’s markets. In the event of a clients coming to El Transwaal with no precon- ceived ideas, what would you recommend for a high-end busi- ness in terms of uniforms? And what about new-generation businesses? And coffee shops, for instance? When did you join El Transwaal? I became a part of the company’s staff in 1990. In the first place we need to know what the client likes and pre- fers.We need to know how the place is set: lighting, colours, etc. That helps us start working on an idea that will match their crite- ria, in terms of esthetics. For a high-end restaurant, we would re- commend a jacket, shirt and tie, trendy. For short jackets are very elegant. Now, for a new-generation business we would suggest shirts to fit, matching tighter trousers, and aprons with the lo- gotype in print, or embroidered. For a coffee shop, on the other hand, polos or T-shir ts, with shor t aprons, all to match. And the lo- gotype could also be embroidered, or in print. Why did you choose to work in this sector? Was it family le- gacy? Or your vocation? Both things, for I studied to become a professional clothes maker, and also studied design. I felt attracted to it and on the other hand, wanted to continue with my parents’ line of business. Had you worked elsewhere before? In sectors that had nothing to do with workwear and uniforms, for instance? I always worked in this sector, workwear and uniforms have al- ways been my setting and context. What have been the changes El Transwaal went though over these almost 125 years? Changes are never ending.We always need to know how to adapt to trends, at all times, and of course, to the specific needs of each client. Do you think there is nothing else to invent in workwear and uniforms, and that we need to rediscover new formulas and changes without forgetting stereotypes? Or is it possible to reach a number of groundbreaking ideas and proposals? There will always be new things.We need to keep our eyes open to that. We also have to be aware of new developments, new fa- brics with technical properties that make them more effective. Though in the end it will be the client and their target consumer segment who will decide if they want to be more innovative or not. Please tell us what you think of workwear and uniforms in the long-term future I believe that if you do your best, then you have a long way ahead of you. For there are more and more sectors that demand a good image for their businesses. Do you work with the Design department? I do, and in a very active role. Does experience help promote creativity? Or does it, by con- trast, act as a barrier? Experience is indispensable and, without a doubt, it will always help. To what extend are workwear and uniforms inspired in urban fashion trends? That will depend on the type of business clients have. For those who want to be one step ahead will want their image to reflect urban trends. What fulfills you the most? Is it creating products? Or your re- lations with clients? JOBWEAR 62 4o TRIMESTRE 2012