by Saige Wexler
photography by Evan Doheny
DJ, creative director ad man, and now the driving force behind Twin Palms Clothing Co., what hasn’t Darren Fishman done? Originally hailing from the land down under, this Aussie creative was mesmerized by the charm and allure of Palm Springs during an overseas journey to this desert oasis in 2011. He hasn’t looked back since. But hey, who can blame him?
Between the city’s history and intertwinement with old Hollywood, the relaxed lifestyle and retro appeal, the midcentury modern design, architecture, and culture, and the overall Palm Springs aesthetic, Fishman was hooked. It was love at first sight, and out of this love for Palm Springs, Twin Palms Clothing Co. was born.
The affection for Palm Springs is almost palpable within the designs and apparel of Twin Palms Clothing Co., which comes to life as a visual story of a love affair with the city, and resonates with both locals and visitors alike. Of course, the inspiration for his latest creative pursuit is best described by the man himself. Coachella Magazine gets the inside scoop behind Twin Palms Clothing Co. in this interview with Darren Fishman.
Tell us about your yourself and your hometown. How did it shape your brand?
I’m from Melbourne, Australia and for a long time have had an interest in midcentury design and architecture. That led me to make the decision to come visit the mecca of modernism, Palm Springs, for the first time in 2011 with my girlfriend Ruth. We instantly fell in love with it due to its Hollywood history, incredible landscapes, laid back lifestyle, its inimitable aesthetic and culture, and of course the architecture.
Additional vacation visits only strengthened our affection for this desert oasis, so much so that Ruth and I decided to get married in Palm Springs, with many of our friends flying in from Australia to attend the wedding held at the Avalon Hotel.
Even then it seems I was working as a Palm Springs ambassador with everyone who came falling in love with Palm Springs and continuing to rave about it to this day. So I think the creation of the brand was in part to continue that ambassadorial role and strengthen my connection with a place I love and have naturally gravitated towards.
Who and what is Twin Palms Clothing Co.?
The Twin Palms Clothing Co was founded to share that love of Palm Springs. We want people to feel an affinity to the place whenever they wear something from the brand. I have a background as an advertising creative director so have harnessed those skills to develop the look and feel for the pieces in the range. These have been inspired by everything from the architecture of the area, to the vintage looks of yesteryear, and onto the renaissance of Palm Springs for the millennial generation and others.
What qualities of Palm Springs are reflected in the brand?
Our fashion is designed to show a strong Palm Springs influence in its themes and graphics, but we strive for the brand to be seen as a stylish fashion piece rather than just a ‘Palm Springs’ souvenir. We feel that the pieces that make up the range should reflect people’s own take on the recreational oasis that is Palm Springs — be it sipping cocktails, partying poolside, attending Coachella, touring the architecture, or whatever Palm Springs pursuit appeals most to them.
Tell us about your creative process.
The creative process begins with looking at the quirky, colorful and most unique aspects of Palm Springs so we can incorporate these themes into designs we hope resonate with Coachella Valley’s visitors and residents alike. We prefer subtle references that only those that really “get” the Palm Springs culture will understand. That way people who wear anything from Twin Palms can be considered as the ones “in the know” and setting the pace when it comes to Palm Springs style.
What inspires you most about the desert, as well as midcentury modernism?
I think growing up in the 70s may have inspired my love for everything midcentury, and inheriting a number of great interior design pieces of the era from my grandmother when she passed away years later may have reignited that interest. This “retro” love also manifested itself through my work as a DJ where I lent towards playing 60s soul and lounge, 70s funk and disco, and 80s yacht rock.
Collecting many more ornamental and furniture pieces from the era, I eventually moved into my own 1963-built midcentury modern home in Melbourne. So perhaps the reflection on the simpler days of childhood and the innocence of decades past is what I love about the midcentury era – not to forget the classic cars as I’ve always loved chrome over plastic!
The desert itself inspires in the way it means so many things to so many people — it’s Baby Boomer friendly, LGBT friendly, millennial friendly. It’s just so god damn friendly! It’s a welcoming place on so many levels – and I could just stare at palm tress and mountains all day!
Twin Palms Clothing Co. takes cues from the past – how do you express this aesthetic while adding a fresh twist for the millennial generation?
I think the way we’ve made the brand relevant to different groups is through the three distinct collections that make up our range. For instance our ‘Desert Modernism’ collection celebrates the icons of midcentury Palm Springs, and so appeals most to those into the architecture of the area.
The ‘Desert Vintage’ collection on the other hand presents vintage styles from the Palm Springs of yesterday, appealing to those who love the retro looks of the 60s, 70, and 80s.
Meanwhile the ‘Desert Destination’ styles feature desert resort looks for the Palm Springs of today, and reflect a more modern take that may have greater appeal to the millennials and the Coachella-style audience.
Is there a personal motto you live by?
I’ve always marched to the beat of my own drum, so my motto would be be “do what you believe and don’t let anyone step on your dreams”. They say the best type of work is when you’re doing something you’re really passionate about. And so I combined my love for Palm Springs and the midcentury aesthetic with my skills in design and marketing to create the Twin Palms brand and I’ve loved every minute of it.
What are the main similarities and differences between Melbourne, Australia and Palm Springs, CA?
My birthplace, Melbourne, is a large cosmopolitan city of 4 million people and is probably the style centre of the country, renowned for its restaurants and fashion. But nothing can compare to Palm Springs which uniquely has the laid-back lifestyle of a small town combined with a high-style aesthetic of a big metropolis.
Anything else you would like to add?
We hope that people who love the desert area gravitate toward the Twin Palms Clothing Co. as our tag line says, “for the love of Palm Springs”. So we wish for people to proudly wear the designs in that same spirit, with the desire to show their love of Palm Springs.
NEXT POP-UP: February 16-25th, 2018
Thick As Thieves, 183 S Indian Canyon Drive, Palm Springs, CA
WEB: twinpalmsco.com