The Power of Craft

[gentle piano music]

I think that the idea of success has sort of shifted

for me, and what I've become really passionate about

has been refined over time.

[gentle music]

My name is Joseph Altuzarra.

I'm a fashion designer and the creative director

of Altuzarra, which is a women's wear fashion company.

I was born in Paris.

My mom is Chinese and my dad is French.

When you grow up in France,

you have a really innate sense of fashion.

I started the company in New York City

because New York really embraced and still embraces the idea

of new things.

A big part of my process is thinking about craft

and what kinds of craft I'm interested in

that particular season

and sort of interpreting it in my way.

That's what premium craftsmanship is to me,

much like the Grand Wagoneer concept,

it's about creating a product that is clearly made with care

and is desirable and enjoyable.

What I am really interested in doing is

to tell stories that are very unique

and to really elevate craft.

[robotic noises]