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Ellen Fedors


FW23 Lookbook
Easy, Lucky, Free

Last year we opened a store.

It’s a small one. But it’s ours.

We built it piece by piece, replaced flooring, installed drywall. We sourced second hand and vintage furniture, added personal effects from our own homes, and commissioned one of our family members who is an artist to handpaint hangers. We designed a shelf system, created custom speaker cabinets, hung a spacious fitting room.

It’s imperfect, but it continues to change & improve because it’s not something to have, it’s something to grow. It’s ours. We originally met as shop kids over sixteen years ago. Goodfight was created in 2017 and last year we moved into a brick & wood masonry building built in 1924 with two floors, a roll down, and lots of natural sunlight. We planted our design studio upstairs and opened the shop downstairs. It felt surreal. 2022 was a return to what we dreamed of when we first set out to start a brand, having our own space and coming back to how we first fell in love with clothing and retail.

“Easy, Lucky, Free” is about birth and death of new and old forms of what we’ve been doing for the past six years. We started Goodfight out of an obsession with fabrication, form, and detailing, blending iconic elements of western & eastern culture, like early 2000’s emo music and asian underworld motifs from the past and present. For this collection, we took a deeper look inward in an attempt to bring more clarity & more depth to the foundations of what make us Goodfight. We wanted to revisit the things we used to dream about, now equipped with far more experience and better resources & relationships that we cultivated over the years. How could we do things simply, but more beautifully?

Conor Oberst’s Bright Eyes song is about shortness of life, the inevitability of death, and importance of facing it with gratitude. With everything we’ve all been through these past few years, we wanted to approach Fw23 with that same courage. We are older, we’ve wrestled with more reality, and somehow amidst it all we’ve still found joy in people and things we love.

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