Article featured in EMB magazine October 2003
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Wildness Woman Finds Her Motorcycle Muse

OCTOBER 01, 2003 -- Wendy Chasar knows what bikers like. A digitizer by day who rides her Honda motorcycle to biker events whenever she can, Chasar is boosting her shop's sales with a line of apparel inspired by motorcycle gals like herself.

The line, called Wildness - which is also the name of Chasar's shop in Scottsdale [sic], Ariz. - has quickly found a following outside of biker culture. She already has her clothing line in Phoenix-area retail stores, with plans for more placements in the coming months. Chasar also features Wildness styles at her shop's Web site, www.wildness-usa.com, including form-hugging pants embroidered with metallic thread or flames, and a black spaghetti-strap top with the words Filthy Cute stitched in silver thread.

Although digitizing remains the lifeblood of her firm, accounting for about three quarters of her work, Chasar hopes to grow her apparel line which she designs and digitizes and eventually find a U.S. manufacturer to make her jeans. Currently most of her Brazilian-style jeans are just that imports from Brazil and she obtains her garments from distributors. Another goal is to develop a relationship with a manufacturer who can relabel apparel under the Wildness name.

Both Chasar and her husband are avid motorcyclists. "It all comes down to self promotion," says Chasar. "You get an idea, you embroider it and you wear it to bike events. Everyone asks, 'Where did you get that?'' "

The only embroidery machine Chasar owns is a singlehead, 15-needle Tajima that she purchased in 2000. Although she sews many of the one-item or two-item orders herself, she usually sends shirts out to local embroiderers. The pants, which have elaborate decorative fills and embellishments such as rhinestones, require her personal attention. "I want to farm out all the embroidery work," says Chasar, who adds that her work as a digitizing trainer for Hirsch Intl. gave her plenty of contacts in the Phoenix area. "I'm hoping that as my business grows, I can help others grow too." G.F.