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Julie Himmel and her Flower Fox Den Clothing Line


Soon enough the warm Virginia spring weather will be upon us and it will be time to trade in our sweaters, boots and jeans for sundresses and shorts. And with spring break only a few weeks away, you won’t want to miss out on this year’s must-have clothing item from JMU’s own Julie Himmel. Flower Fox Den’s line of denim cut-off shorts includes items that are unique, trendy and one-of-a-kind, made just for you. Julie, the owner and operator of her Flower Fox line, is a current senior SMAD major from Westport, Conn. and an active member of Sigma Sigma Sigma sorority. Recently I got to speak with Julie, a year after her last Her Campus interview, and learn more about what she’s been up to and how her amazing styles have become well-known inside and outside the JMU community.

Q: When did you first decide you wanted to create this specific clothing item?

I decided to start making them this past summer.

Q: How exactly do you transform these regular high-waisted shorts into something so unique?

Flower Fox takes old, outdated jeans and makes them into an individualized and one-of-a-kind item. Each customer can design their cut-offs from beginning to end! Remodeling these old jeans gives them a new purpose and becomes a staple fashion piece for their beloved new owners.

Q: So do you make these shorts on your own or do you have help?

I do make them on my own. I always want my customers to be completely satisfied with their new shorts, and I do the best I can to provide my artistic advice and creative ability to help them achieve that perfect satisfaction. However, currently I am in MGT 472 Entrepreneurship, and have two peers, Andrew Tzikas and Trinity Edralin, helping me to grow the product over the course of this semester and beyond by developing Flower Fox’s business plan and marketing strategies. So at the moment I do have some assistance. 

Q: Do you think you will start creating other clothing items eventually?

I get most inspired by both current trends and individual expression by use of vintage means. So, it all depends on where my inspiration takes me! If a new look begins to inspire me to add new looks and garments to the brand, then I’m sure I’ll have to try it on for size…literally!

Q: Where do you draw your inspiration from most?

Sites such as Pinterest, Etsy and Instagram are always great references for inspiration when it comes to creating new looks. However, most of my inspiration comes from the target market I gear Flower Fox toward. When I create, I envision the type of girl that would be wearing each particular style — the flower child who loves flowy light tops, headbands and moccasins would love a floral pair of Flower Fox shorts or a simple light pair with some lace. Or maybe the girl who wears ’60s band tees, skull rings and black nail polish may love an acid wash or heavily studded pair of Flower Fox shorts. Each individual, real or imagined, brings me the most inspiration.

Q: How many hours a week would you say you dedicate to this business?

During the warmer months when orders are steadier, I would say I dedicate 10-15 hours a week to Flower Fox, including marketing and updating my website and my Facebook page; it may be closer to 20.

Q: How many pairs of shorts have you sold so far?

About 250!

Q: You’ve grown the business so much since your last Her Campus interview, where do you see it being in the next year?

By next year, Flower Fox will have gained a much stronger West Coast presence, hopefully have a couple popular selected styles in small boutiques in the southern California area and some locations in Florida. I hope to increase my sales immensely, and gain a larger online following!

Q: When does your spring break collection go on sale and how can JMU collegiettes buy from it??

My new line called RAVE is currently on sale! This line incorporates vibrant color-dyed denim and colorful pattern fabric. Every week I add new styles to my website for the line in addition to images of each custom order that I had worked on that week for a customer. I have an on-campus sale scheduled for February 15 from 3 p.m. to 8 p.m. next to the Warren Hall post office, where I will be bringing my rack of RAVE styles, in addition to my more basic looks.

Q: Plans for after graduation?

I plan on moving out to San Diego with my boyfriend, my puppy and my business! At the moment I plan on taking two years off from working in the corporate world, and focusing completely on Flower Fox. I want to be able to put all of my effort into the company and spend my time really strategizing on how to give FF a larger presence. Stay tuned!

Q: When you were a kid, what did you want to be when you grew up?

I have always been unconventional. I never had that “Ah-ha!” moment that most children get when they decide they want to be a teacher or a musician. I have always taken an interest in a variety of things such as music (I played the piano for eight years), photography, writing and even painting. Professionally, I have interned with a fashion public relations agency thinking I wanted to go into PR. There are so many careers I enjoy that I can’t ever imagine limiting myself to just one.








I'm currently a Senior WRTC major and Human Resource Development minor at James Madison University. I'm an executive member of Alpha Sigma Alpha Sorority and also an executive member of the Human Resource Development Club. I've been involved in HerCampus JMU since my freshman year and am from New Fairfield, CT!
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