totem new york

Most fashion companies are lean operations and only those that are organized and know how to innovate will succeed in this ever-changing industry. We add value by not only providing creative and technical expertise, we will streamline the design and development process helping you to become more nimble, efficient and profitable.

Having worked with luxury and contemporary designers, large public companies, vertical retailers, and private label manufacturers, we have truly seen it all...the good and also, the not-so-good. We know what works and we know how to help you fix what doesn't. 

Having consulted for more than 50 well-known brands as well as holding full-time positions with leading companies including Coach, Henri Bendel, and Tommy Hilfiger, Creative Director Wendy Friedman is able to draw upon her vast industry experience and adapt to each designer's specific aesthetic to create both commerically successful product as well as pinacle pieces garnering broad editorial coverage. Wendy is a rare A-Z creative who doesn't just "direct" she knows how to roll up her sleeves and do the actual work...all of it.

Seizing upon a void in the marketplace for the highly specialized skills required of knitwear, Wendy launched Totem New York to help designers who lack the infrastructure or technical expertise to expand their collections and grow their business. 

Past and present clients include: Victor Alfaro, Thakoon, Adam Lippes, Bill Blass, Badgley Mischka, APiece Apart, Kimberly Ovitz, Sari Gueron, Kai Milla, Natori, Miguelina, Tommy Hilfiger Sport, DKNY Active, Calvin Klein Performance, Gap, Amazon, Saks, Nordstrom, Neiman Marcus, Vineyard Vines, John Varvatos, Draper James, Doncaster, Steve Madden, Susan Lazar

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Through The Darker Horse, a visual inspiration and news blog dedicated to high-fashion knitwear, Wendy curates knitwear trends and provides vision and direction for those to come. She also reports on important issues and developments in the fashion industry, tastemakers and changemakers, and product, material, and process innovation. WGSN has recognized Wendy as one of their "Pinterests that Inspire" and through social media, she has been able to connect with loyal followers globally and now consults with several brands internationally.

Wendy holds a B.S. from Cornell University in Textiles and Functional Apparel Design and a certificate in Journalism from NYU. She is a contributing opinion columnist for KnittingIndustry.com and InnovationInTextiles.com and a former adjunct professor of knitwear at F.I.T and Parsons School of Design.

Wendy loves animals and is very anti-fur!