When Mamaroneck-resident Jason Dorf was brainstorming his burgeoning site Yodle, he knew he wanted to extend the concept beyond just a customized fashion site for kids and young adults. “I have always strived to create brands that stand for a higher purpose [beyond commerce],” shares Dorf, who is also the mastermind behind the popular girl’s clothing and bedding site Little Miss Matched. With Yodle, he says, that higher mission is “encouraging creativity and self-expression for kids of all ages; sort of breaking the rules in a safe, ‘mom-approved’ way.”
Yodle, whose offices are located in Rye, certainly fits the bill — placing the power to create in the hands of the very people who will be wearing Dorf’s products. “With Yodle, you are the creator and designer,” explains Dorf. “Our fabric and design process makes it easy for you to create one-of-a-kind looks on a variety of products including jeans, sneakers, bags, patches, and more.”
Founded in late 2014, the e-commerce site allows customers to select from a variety of customizable base products, including t-shirts, duffle bags, sweat shirts, and sweat pants. They can then select from hundreds of what Dorf calls ‘Imprestos’ to make the garment or accessory their own.
“[Imprestos] are 3D shapes that help you embed a design into the surface of the fabric just how you want it,” Dorf explains. Essentially, Imprestos are small plastic pucks with raised images upon them that are placed beneath fabric. A tool is then rubbed over the fabric to imprint the puck’s image upon the garment. “From there, you can add permanent color for added design customization.”
Dorf feels the company stands out due to the wide-ranging customizations kids can choose from, as well as a patent-pending process that allows Yodle to print colorful, complex designs on very dark fabrics. The client-base to be found in Westchester doesn’t hurt either.
“I love Westchester,” remarks Dorf. “I grew up here, and start all my businesses here. I think it is a great place to recruit experienced talent and with the proximity to the NYC fashion district and major retailers, its perfect.”
Things are already looking up for Yodle. Dorf expects the company to grow by about 50 percent this year, with an average price of about $29.99 for a customized product, which are currently available at MADE in Mamaroneck. Ahead, Dorf hopes to foment a few high-concept pop up shops around Westchester based on the Yodle brand, aimed at 2017’s holiday season.