Voyager Journal
Dialogue Series No.12 / Leisure Rules


Jason Yim is a San Francisco based designer, you can see him around all time local and favorite Benny Gold shop, always in the neighborhood always for the community, one of the voices of the San Francisco made, Mission local generation.

His simple tees, graphic but yet timeless and cool are all we want to wear. For him, for her.. Leisure simply rules. 



Marta: Hi Jason!! So excited about the pop up! I love simple tees and it is something so hard to find! I always wonder, how did this all started?

Jason: I started Leisure Rules earlier this year. I’ve always created things in the past, whether it for work, random t-shirts, photo zines, printing photos at the old Hamburger Eyes, etc. When you work in a creative industry (I’m currently an apparel designer at Benny Gold), it’s hard not to want to do your own thing. Being in this type of environment really helps get your creative juices flowing. I never put anything I made under a name or anything. But putting it all under a brand name does help create a more consistent look.

M: Absolutely! I feel we all feed of each other! That is why my favorite thing about the shop is the posibility to work and be surrounded by so many amazing creative people. Did you always knew fashion and apparel design was what you wanted to do?

J: I often wonder where I’d be or what I’d be doing if I took a different path in life but I’m happy to be where I am now, seeing my ideas come to life is what makes this all worth it. 


M: I think that's the key and the fuel to keep doing what you love, seeing things coming to life is such an important part of any creative profession, it is the motor that keeps it all going! How does it all start for you, what are the first steps when creating a new design?Do you start by a color palette, or a theme, or a textile? What is the first inspiration that set’s all in motion?

J: Designing a new collection usually starts with a theme. I easily get inspired from old signage, movies from the 80’s and 90’s, skateboarding, cycling, camping, vintage styled stuff, advertising from old magazines. I’ll compile them into a mood board then see how they can fit into a color palette and silhouette. There’s no doubt I’ll do trend research during this process, but I’ll definitely find a way to put some personal taste into it. 

M: That personal touch and having your own voice is definitely what makes the brand stand out, any brand stand out I would say! I love when you can see any collection from any year from a specific brand and you can know who it is by the glance of an eye. I look for that continuity and that cohesiveness here at the shop, and I am looking forward to see them in 10 years and see if that shows ! haha It is also the sense of a concept behind everything that you do, can you describe in a few words what your Leisure Rules is, what are the fundaments of it? And also very important what keeps you motivated to continue doing what you do? 

J: Leisure Rules is classically designed for enjoyment. I design the clothes for the customer that spends their free time doing what they love, and that's also where I get inspiration from. Historically leisure was exclusively enjoyed by the upper-class, but i’m a firm believer that Leisure is for everyone.


M: I am all about clothes being comfortable and making you happy and confident more than anything else. Life is hard enough as it is, what we wear should make our life better easier! I am always curious about why brands chose Voyager to work with, why did you chose voyager for a pop up and us for hosting and carrying your beautiful line? 

J: My friends from Pali Swim suggested doing the pop up and I’m super psyched to have my brand being represented at Voyager-- you can't beat keeping things local. I love the shop's aesthetic, and curation of the other brands that are being carried. And I really do believe that we have a common interest in keeping this type of creative drive going in San Francisco especially with all the changes we’ve seen within the last few years.

M: YES! We are all in when it comes to keeping the creativity in the city an dtry to support and be there for any cerative mind that comes along the way! And we hope to continue doing that for as long as we can! Where do you see Leisure Rules in the future? What are your long term goals with it? What would you like the future of the brand to be…

J: I’m planning on some bigger moves for Leisure Rules come spring/summer 17. Being the apparel designer at Benny Gold, I’d like to grow my line to be more cut n sew focused. It’s what I do full time, and I love being able to design something and have it come to life. I’m working on expanding the line so that each piece will last forever in your wardrobe and surpass every seasonal trend, and still look good years down the line. Being in the industry for so long you really notice how much apparel is wasted because of a hot trend that lasts only a few months. Leisure Rules aspires to to be a sustainable and fashionable brand that also ensures quality items that last forever. 

I’d also like the brand to be in well curated and respected stores like Voyager. I think it’s very important to be selective on which stores you decide to sell to because you are trusting the staff and store to present your product to customers.
But I think staffing is just as important as anything else. I want to partner with the right people to manage the little things that go behind running a brand, just so I can have more time to focus on the design and creative direction. Hopefully a affordable design studio in SF - if those still even exist! And of course it’s always fun to collaborate with other brands as well!



M: Couldn't agree more!! Sourrounding yourself with people that see things and have the same motivations as you do is key when you are doing something you love and trying to put it out in the world! We wouldn't exist if it wasn't for the amazing people we have working with us!

Thanks so much Jason for taking the time and chatting with me! Ans please ALL DON'T MISS IT! Special collaborations and tons of new stuff at Leisure Rules Pop Up for the whole month of October!

But first! come by this Friday, October 7th to meet Jason, support locals, grab a drink, dance to the tunes and shop the special collab pieces!

More info HERE

More on Leisure Rules

All picture courtesy of Jason Yim

Leisure Rules POP UP PARTY!


Come join us this Friday in the presentation of the last of our San Francisco Made 
with tee line
Come browse the exclusive collabs, shop the unique pieces,
grab a drink and dance to the tunes!

Friday, October 7th
Voyager San Francisco
365 Valencia St
6 - 9 pm!
Just in: Hobonichi Arts & Science Techo Diary

Being a staff with lots of ideas, inspirations and simple forgetfulness, we are always looking for the perfect planner and notebook to guide us through our daily lives.  Now we share with you one that is both beautiful on the outside as it is inside. Made with a craft that is like pure poetry, we bring you Hobonichi's Arts & Science Techo Diary for 2017, a collaboration between the Japanese website Hobo Nikkan Itoi (Hobonichi) and the Tokyo-based brand Arts & Science.

A traditional Japanese techo is not an ordinary planner. It is also used as a sketch book and diary to record your daily life.

Simple interior design to log your every rendezvous.

Crazy ninja quotes that will remind you of what it means to be a human being.

Handy information pages giving you tidbits on Japan and the world with beautiful illustrations. 

Japanese letters for techo are stamped on the cover to invite you to log your life.

Dialogue Series No.11 / Good West Co.

I met Amy Silberman through one of my dearest friends in SF a few years back and instantly fell in love with her.

Amy is one of those people that you just automatically love the moment you meet her; her bright energy, her transparency and her realness shows with every smile. And her bags are just the exact expression of her heart and soul. Timeless, classic, clean but with great attention to detail. Elegant, classy and effortless.

I have the luck to know her and have been seeing the progression with Good West through out the years and now, I couldn't be happier, more excited and more proud than to host her and her beautiful line as our September Pop Up at the San Francisco shop.



Marta: Hi Amy! I am so excited to finally be doing this together! We have been talking about it for years and finally we were able to mark it in our calendars and make it happen! I can't wait for everybody to fall in love as I did with your bags but let's start from the beginning how did this whole adventure start? How was Good West Co. born?

Amy:  I knew how to sew from childhood but about 14 years ago, after teaching myself a bit about making bags, I found an apprenticeship in San Francisco and really learned the craft.  
Good West began a few years ago when I was freelancing and made a simple canvas tote that I wanted but wasn't finding out in the world.  After that I kept coming up with ideas for bags I wanted and couldn't find.  I missed working with my hands, having that tactile process of imagining something and then creating it, so I pulled out the machines and cutting table and set up a mini workshop in my apartment.  I thought it would just be a fun side project, but a few people asked me about the bags I was carrying, and then friends encouraged me to put a website together and create a line.

M: I love that most very practical and function oriented designers or curators always start because there is a need they want to fill and we can't find it anywhere, I believe that is the essence of design, or at least it should be! Did you always know that you wanted to work in something related to design or creativity?

A: I grew up wanting to do something creative, mostly in the photo industry, but I was always altering clothes and making things that I wanted rather than buying them. And I've always been a bit sentimental about objects, with a fondness for old worn-in leather and canvas pieces.  I think those two elements, creativity and a love of well-worn objects, is at the heart of Good West.   

I remember loving my mom's old coach bags, my grandfather's leather packs, my dad's old army duffle bags.  They were really beautiful because they had been used and worn-in.  I think that use is what made them look amazing and it's sort of the whole point, to fall in love with something, carry it everyday and create a patina over the years.


M: That is my favorite thing about well made leather goods, and a big reason why I loved your bags in the first place is because you were carrying one of them, that you have had for years and it was just so beautiful, you could see the life that bag had had in best way possible! I am always super curious on how designers brain works and what inspires you to start a new collection or a new design. What are the first steps you take when designing? Do you start by a color palette, or a textile, or a pattern? What is the first inspiration that sets all in motion?

A: I usually get inspired by something I see, whether it's a piece of clothing or an image, and an idea pops into my head, like a bag shape or handle style.  That becomes a starting point for thinking through the details and creating a larger collection.  I always have a sketch pad with me, as it seems to happen a lot when I'm out.  The hardest part is to edit things down and not try to fit it all into the current season.  I'm learning to leave some designs for future collections.  



M: I am the exact same way but I think It's not a bad thing, though, I think it is what keeps us going, always new ideas, always new things we want to do, it is that passion that becomes the motor of our life and of our work. I am also always about the concept and what the heart and soul of a brand is...how would you describe in a few words what your brand is? What are the fundaments of it? And what keeps you motivated to continue doing what you do?

A:  Timeless, clean design with a sense of ease and attention to detail.  It has to look good, feel good and work well to carry all your stuff.  I'm drawn to raw leathers and solid brass that age well and form a patina over time.  I generally stay away from anything overly fussy or precious.  I want people to use their bags as everyday staple pieces that last through trends.
M: That is just the exact description of what we try to do here at the shops, timeless is probably the word I use the most because it truly is so important. Things that you would never get tired of, that you want to wear today and in 20 years. That same outlook, besides how incredibly beautiful your bags are, is what made me want to have you in the shop and do this pop up together, but I always wonder why did you chose Voyager for a pop up and us for hosting and carrying your beautiful line? 

A:  Because you guys are awesome!  Everything in the store is so well curated and you have a really clear vision.  It's amazing to be in such good company.  Seriously, who wouldn't want you carrying their line?

M: Awwww Amy, you are just so sweet! The feeling is mutual, girl, you know that!!



M: Ok, and now to finish just the classic question of where do you see the line in 10 years, or more than that were would you want to see it? What is in the future for Good West as a brand and Amy Silbermann as a designer? 

A: I like the idea of being well respected and curated in my favorite shops.  An open workshop space within a small storefront is also really appealing.  I want people to be able to see what goes into each bag and how much care and consideration is given in their creation.  Connecting with people who use my bags, and passing on the traditions I learned so many years ago would be great.  

As for the line, I think it will evolve on its own.  My views and ideas are going to change and grow, and what I create will as well, so there will just be a natural progression of things.

M: Progression and change is the best, and I can't wait to be there to see it all grow and evolve! Thanks so much Amy! 

Please, all, come by our POP UP at the SF Shop until the end of September!




And come by this Friday, September 24th to meet Amy, grab a cocktail, dance to the tunes and shop Amy's beautiful bags and special collab pieces!

More info HERE

More on Good West Co.

All picture courtesy of The Morrisons

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