Issue link: http://read.dmtmag.com/i/80908
online marketplace for handmade goods that allows artists to sell directly to clients. "Th is is something I've been wanting to do for a long time," she says. "I'm really excited about seeing where it goes." For Cranley, the long-term goal is to make fashion accessible— not an easy task in today's retail world, where big box stores are able to mass produce lines and offer them on the cheap. Her strat- egy is to focus on the local market, and make quality pieces that can be worn for everyday. Working with patterns to make pieces more quickly, affordably and in varying sizes, she's able to offer her designs in a multitude of different fabrics and colors. It's a process that allows her to provide boutique-ready pieces for in-store customers, while her online clients can choose a look and have it made to order in their own color, pattern and size at prices that range from $60 to $150. "Apparel design can very time-consuming," she says. "But this way I can make more than one and really cater to people." She admits that her mind is constantly churning with design ideas for her favorite pieces: Dresses. "I wear dresses every day!" she says. When she's not at the drawing board or the sewing machine, Cranley pulls inspiration from style on the street. Recently, she saw potential in a pile of dress shirts her husband was tossing out. So Cranley repurposed the shirts by removing the collars and cuffs and sewing them onto her signature dresses. "I love collars," she says. "Th ey're slimming, professional and edgy." It's a look that is both feminine and professional at once—and offers a nod to Cranley's adventurous side. Ideas like this are in no shortage for Cranley. She plans to pop- ulate her Etsy store with more than just her clothing designs. Upcycled and repurposed furniture and décor may soon appear. "I like to take old objects and make them new," she says. Cranley is also toying with the idea of another line of bicycle- friendly riding gear. For now, she feels fortunate to be doing what she loves. She spends up to 10 hours a day in her studio, and loves every minute. "I really enjoy the time I spend in there," she says. "I get to work hard, create things and feel good at the end of the day." Age 21 The travel bug hits. Cranley visits three continents and 12 countries, catching her fi rst- ever fashion show in Germany. Age 25 Launches a line of cocktail and wedding dresses at Wisconsin Fashion Week, and begins a design group, Internal Construction with friend and co-founder Becky Heller. Together, they launch a line of apparel for cyclists. Age 26 Sells most recent line to Madison boutique Zip-Dang. September 2012 bravamagazine.com 41