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Floral Tote, Amy Butler print and camel canvas, $45
Floral Tote, Amy Butler print and camel canvas, $45
 
 
Shoulder Bag, retro cotton print $45
Shoulder Bag, retro cotton print $45
 
 
Slouch Bag, Amy Butler print and black canvas, $50
Slouch Bag, Amy Butler print and black canvas, $50
 
 

Red Instead

Background:

What is your name? Jen Leheny
Where are you from? Canberra, Australia
Where do you live now? Canberra, Australia
How old are you? 38
Do you have a design background? No formal training but have worked in design for 10 years.
Do you still have a day job? I am a work at home mum.
What year were your bags born? 2003
Bag brand name: Red Instead
What is their retail price range? $45 - $75
Where can a shopper buy your bags? www.redinstead.com.au
For more information, contact: www.redinstead.com.au
Comments: [post a comment]

Story:

I am a work at home mum living in Canberra, Australia and I love to make things for my label Red Instead. Red Instead started five years ago with a children's wear line but after a time I wanted to try my hand at a few new things so I got busy making a variety of things. I like the practical nature of the handbag - it's something we all need and use every day - and saw the potential to make quality bags in a variety of colors and styles.   One of my favorite things to make are handbags and I have been making them for about three years now. I enjoy choosing the fabrics and matching strong solids with gorgeous prints and turning flat fabric into something practical yet eye-catching. My line is always evolving as I enjoy exploring new patterns and working on a range of styles.

I love to use designer prints, borrowing from quilting cottons and home decorated fabrics and pairing them with bold solids in canvas or heavy cotton. I enjoy making fun and beautiful handbags for women in the 20 to 50 age bracket, and I'm continually inspired by pattern and prints - there is no shortage of beautiful fabrics in the marketplace to choose from. My bags are lined with a coordinating plain or patterned cotton and feature magnetic snaps or zipper closure. I like to use metal rings as a part of my handles sometimes too. My handbags always have an inside pocket for your keys and mobile phone as I know that these always get buried at the bottom of a bag!

Sometimes things don't quite work out the way I want them to (or not without a bit of finessing) but I can't think of any design nightmares. I like to refine and define the paper pattern before I make the first bag so that even if something does need a bit of tweaking (shorter handle, change in design lines) that first bag is always a good handbag - even if it's only for me or a lucky friend!  However, I still smile to think that there are people from all over using my bags to hold their everyday stuff, slinging a Red Instead handbag over their shoulder and heading out for the day. That's a great feeling and it makes it all worthwhile.


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