After a short interaction at Fashion Week Toronto 2022, Jordan Mckay, owner of HENDRIXROE, offered Costa Dumitras a chance that would change his future in the fashion world.
By: Monserrat Quintana
In September 2022, the application for designers, models and artists for Fashion Art Toronto Fall/Winter 2022 showcase opened. Two siblings — Costa Dumitras and Sophia Dumitras — searching for a place in the fashion world, decided to apply.
For Costa, a designer striving to reach a wider audience, fashion is important. Near the end of his high school years, he started a sustainable fashion brand where every piece was second-hand and redesigned. He also focused on breaking gender norms showcasing men wearing clothes deemed “feminine," such as skirts and crop tops. The second-hand redesigned aesthetic brought him to pursue a style now referred to as “Krater."
After two years of designing and working on it, he hosted his first fashion show in collaboration with a men-only fashion organization that offers opportunities for unknown designers to show their work. He has also participated in several markets in the city of Toronto, which allowed him to get more exposure in the community.
The plan was never to be a model. Costa would rather make the clothes than showcase them. He found the process of taking pictures “really cheesy” and said the application processes sounded like a headache to him. But Sophia had other plans. She was excited to start her career as a model and wanted her brother to join her on the journey.
Costa Dumitras showcasing Krater sweater for a collection look-book. He is wearing Krater denim redesigned by himself. (Monserrat Quintana/CanCulture)
When the casting for Fashion Art Toronto 2022 was announced, Costa was surprised he had been chosen and his sister was not. He felt amazed to see that his tryouts had made an impact on his career. Even though Sophia was the one who wanted the role, they were both happy one of them would be part of the experience. Even though Costa was not interested, he was in.
When he arrived at Parkdale Hall in Toronto for the show, he immediately felt out of place. While everybody had suitcases and extravagant outfits, he had just returned from the skate park, his backpack on one shoulder and his skateboard in his hand.
People were hastily working on measuring clothes, fitting the models, and “yelling” at one another. Being part of the fashion industry during an important event showed him what it was really like “behind the curtains.”
Costa decided to investigate what every designer spot had to offer since, for him, this was an opportunity to make connections and get to know the industry better.
He met Jordan Mckay, the designer of HENDRIXROE, at a fitting session before the show.
During the show, Mckay realized Costa was not like the other models. He helped her move figures and garments around. He understood that Mckay worked in a fast-paced environment where her focus needed to be on improving whatever lacked “perfection,” and his behaviour showed that. This caught her attention.
Two days after the fashion show, Costa texted Mckay through Instagram direct messages and said: “I already miss you guys, let’s work together." In response, Mckay asked, “Would you be interested in working as a junior designer for HENDRIXROE and taking on the streetwear side?”
Little did he know, his expectations would be quickly disproven. “This was almost meant to be — I got lucky,” says Costa. He accepted the offer to be the head of the line “HXR by HENDRIXROE,” a luxury streetwear brand, and began his journey as a young designer.
Mckay then decided to introduce Costa to other big names in the industry. His positive energy and commitment to making the business grow have allowed him to make a name for himself in Toronto’s fashion world.
Designers like Evan Biddell, winner of Project Runway Canada, have approached him to congratulate his work. “I’ve been getting invited to these crazy shows and exhibitions,” said Costa. “ I would've never thought I would achieve this so quickly.”
Their first project was the Palm Springs Fashion Week in 2023. HENDRIXROE showcased a 60-piece collection designed by Mckay and styled by the duo. This collection is inspired by high-couture fashion, with Jimmy Hendrix and Marilyn Monroe as influences. Dumitras and Mckay use a rockstar aesthetic that is “wearable” for every client.
The duo will soon launch a website with a catalogue for the clothes. “Jordan wants to grow her reach; my streetwear aesthetic and the online commerce will set it off,” says Costa.
Costa’s goal for HXR is to expand the business to Los Angeles, New York and Chicago. “The disposable income customers have in Canada is too low. People here have a much higher living expense compared to other countries in North America,” he says.
At the same time, Mckay has also been looking to appeal to a younger audience that will purchase garments in a simple way, considering HENDRIXROE, so far, is custom-made only.
Costa also wants to strike on his own, which has led him to start searching for tools to be able to put on a fashion show just like the one he attended. But this time, he wanted to be a designer.
Stallion.TO, a men's fashion show, offered Costa a place to create a fashion show for the first time. In December 2022, he made it happen. His brand Krater showcased a 10-look limited collection. Every piece is second-hand and reworked. Costa follows sustainable production practices along with a gender-neutral aesthetic for the garments.
Krater fashion show recap Dec. 9, 2022 (Instagram via @krater.world)
Costa has also been participating with fellow designers as part of a collective called CHROMA: Creative Collective in Toronto. They have participated in events such as Toronto’s Night, and Hippie Market.
CHROMA: CC will be hosting its own contemporary event on June 16th this year. Costa and his group have sold around $600 to 800 in limited pieces per day and designer.
Costa and Mckay have been working towards the launch of HXR at their temporary studio at 449 Church St. They will have a ready-to-wear summer collection inspired by each designer’s personal brands, HENDRIXROE and Krater. The duo shared their work in progress through Instagram stories and expect HXR to launch this summer. “People are not ready for what's to come,” said Costa.
