In Convo with Shannon Maldonado of Yowie

Photo Credit: Philly Mag

When I first discovered Shannon Maldonado and her business Yowie, I was so excited about what she was bringing to the Philadelphia art scene. Having a place where creatives can go to possibly showcase their work or even meet and connect was a very big deal to see. Plus, Yowie has a collection of beautiful art pieces, books, and furniture that is worth splurging on. Seeing this type of representation of a Black, female creative not only owning her own business but also being able to work on amazing projects and brands as a creative director gave me hope that I would be able to do it too. I know that if she was an inspiration to me she would be an inspiration to many others in the creative scene, giving the reason why I reached out for an interview.  Be sure to check out my interview with Shannon Maldonado as we talk about Yowie, the Philadelphia art scene, and her time working in fashion.

Keyonna Butler: Who are you and how would you describe the art you create?

Shannon Maldonado: My name is Shannon Maldonado and I am a Creative Director and the founder of YOWIE. I don’t think I would describe my work or practice as art but more of an ongoing project centered around different things that I love.

KB: Through my research, I saw that you started your creative journey studying fashion design at the Fashion Institute of Technology, what inspired you to study fashion, and would you ever go back to that industry? 

SM: My mother has always been good at sewing and it was something she taught me at a very young age. I always like making my clothing or altering vintage things that I picked up thrifting as a means of expressing myself.

KB: After working for brands such as American Eagle, Urban Outfitters, and Ralph Lauren as a designer, what made you want to come back to Philadelphia and start your own business, Yowie?

SM: After working in fashion for over a decade I was ready for a completely new challenge. I felt like I had learned everything I could from the companies I had worked for and was ready to move on from living in New York. It wasn’t feeling like home anymore. I hadn’t lived in Philly for a long time and it both scared me and excited me to envision starting YOWIE here. I wanted to be in a smaller city with an easier cost of living so that the brand could be rooted in design and that we could make mistakes and not have to immediately stress about making money in the beginning. 

Photo Credit: Hypebae

KB: Where did the name Yowie come from? Is there any significance behind the name?

SM: I chose the name YOWIE from a list of over 100 names that I jotted down over time. I chose it because it had an assumed positive inflection when people would say it aloud. YOWIE is an Australian word for Bigfoot and I loved that! Now, five years later I think subconsciously I chose it because Bigfoot represents something that cannot be pinned down and is somewhat mysterious. Since I see YOWIE branching out into many projects and products it fits even more now. We will never be known for one thing or pinned down as a brand. 

KB: Yowie can be described as many things including a storefront or creative hub but how would you describe your business? How do you think Yowie connects with the creatives in Philadelphia?

SM: I would describe YOWIE on the surface as a home and life shop and design studio but to our audience and friends of the shop we sit somewhere between a shop and a community center. Over the years we have hosted many events to connect creatives or share things we have learned. That humility is what makes the space more than just a shop! I also am never shy to connect people who I think could work together or just benefit from getting to know one another. 

KB: Since starting Yowie, you have worked with a lot of amazing brands including the Philadelphia Museum of Art, Ethel’s Club, The Deacon Hotel, and The Wing. Are there any dream collaborations or brands you would love to work with in the future? 

SM: I’d love to design a sneaker and a basic collection with The Gap or Russel Athletics. I love heritage brands like theirs and the idea of taking something simple and making it your own through styling and how you mix it with your things. 

KB: If a creative or artist wanted to collaborate or have their work in your store, what would be the qualifications for that opportunity to happen? What are you looking for when working with other creatives or creative entrepreneurs?

SM: Recently I have decided to share less about that part of our process. What I can say is that we have to feel something when considering a product. We also look for accessible price points and unique details.

Yowie | Photo Credit: House is Beautiful

KB: What do you think of the creative/art scene in Philadelphia? Do you think we have what it takes to be the next big city when it comes to the arts or do we still have a lot to do to grow?

SM: I think the Philadelphia creative scene is really exciting! There are a lot of artists and small collectives working to push the conversation forward and make design more inclusive. I do think we have what it takes to be a design-led city. I don’t think it's going to happen overnight but I see lots of encouraging things.

KB: Do you have a favorite emerging artist or creative that you have been following? Do you have any recommendations for other brands you have worked with in the past?

SM: A friend recently introduced me to the work of Sierra Montoya Barela. She makes beautiful surrealist paintings ceramics and textiles. I am also very inspired to watch my former intern Marc Williams grow in his practice.

KB: Lastly, what do you see in the future for Yowie? Where do you hope to be in the next 5 years as a creative yourself?

SM: Sometime next year we will be opening our new space that includes hospitality and a cafe. We will also be adding more in-house products to our assortment in the form of small furniture pieces and more apparel. I’m focused more on the YOWIE brand than my journey, I’m super fulfilled with our ever-changing brand the people I get to collaborate with, and where we are heading together.

Be sure to follow the Yowie brand on social media at @helloyowie and shop the brand via their website https://www.shopyowie.com/