Art, Meet Function.
It's fairly rare to see a married couple who works together, side-by-side, and lives to tell the tale. But Ted Vadakan and Angie Myung wouldn't have it any other way. The Southern California couple created Poketo — a colorful collection of art-infused, everyday items in 2003 — and have been going strong ever since. Myung’s experience with graphic design and Vadakan’s work in film lent them an already developed network of artistic friends and a full cultural calendar. And it was at a gallery event that initial year in business that their very first high design-meets-functional item was launched — a wallet.
The two can also brag that their brand — which features artist-made notebooks, toys, totes and yes, wallets — has made limited edition products for bands including Weezer, The Arcade Fire and The Shins. But perhaps the most shout-worthy feat of all is Poketo's back-to-school accessories line for Target, which launches on August 10th. We caught up with the creative couple to find out how a small, downtown Los Angeles brand gets their own aisle in Target. And we learned that there was some cool stuff along the way, too.
SSLA: How does Poketo transform art into merchandise?
Ted: When we started Poketo it was just a hobby. We were doing art shows
up in San Francisco and noticed that people would go to shows, but wouldn’t buy the original art because of the cost. So we decided to make something that people could afford and that’s when we came up with the wallet idea. It began with artwork from seven of our friends and that first show sold-out. From there we started to invite other artists.
Angie: People were fighting over those first Poketo wallets. Art on products was uncommon at the time. Art on t-shirts was around but on wallets it was different. We would also include a bio about the artist with the wallets, because we wanted to introduce the artist. Now we create products with artists by invitation only. A lot of our fans say the artwork is different and diverse but has a common thread.
What initially inspired you to start the collection?
Angie: I was going to design school and we were taught to make everything ourselves. We had to bind our own books. Everything I made was hand cut. Ted was working with film at the time, and so we were both encouraged to make something we could own and say “this is something that we did.” When we shared the wallet idea with our artist friends they were excited about it. At first we did it just for fun. We never dreamed this was something we’d be doing full time, that we’d start a business. We always tell people “we didn’t start the business, the business started us.”
BUSINESS PARTNERS: Angie Myung and her husband and fellow entrepreneur, Ted Vadakan.
Why did you station Poketo in L.A.?
Ted: We moved the company from San Francisco to L.A. in 2004. There’s incredible energy here. There’s more of a diverse artist culture.
Angie: We love the people and vibe in LA.
Some may argue that art is being devalued by making it so accessible, like on a T-shirt, for example. Do you think Poketo enhances or diminishes the value of art by turning it into a commodity?
Ted: Poketo is not just a brand that makes products with artists- there’s a whole community and culture behind it. When you visit our blog you’ll see real artists with real people and real things.
Angie: I don’t think it devalues the art. That is an argument- the battle between art and commerce, but the division between the two is now blurring at the lines. Fine artists are making products and commercial artists are showing in fine art galleries. I think it’s a great time to be an artist right now because you can make a good living. Everyone is becoming more knowledgeable about art.