Inside design: Alfred Sung

The very name Alfred Sung is synonymous with design. First there was fashion, then fragrance and now furnishings. The inspirational force behind Club Monaco, Alfred went on to create eponymous lines of clothing, bridalwear and sunglasses, which were distributed across North America. Since 2005, his home decor products have been available in Zellers stores across Canada. We asked Alfred for his take on style for less.

STYLE AT HOME: There seem to be more and more high-end designers catering to lower-end price points. Why is that?
Alfred Sung: Thanks to magazines and specialty channels, people are more aware of what's happening in the world of interior design. The collective taste level of the country has gone up. That creates a need in the marketplace for beautiful home furnishings and accessories that don't cost a lot. Good design doesn't cost extra and colour is free, so manufacturing products at lower price points is really a matter of choosing the right materials. At Alfred Sung, we've learned to be creative about sourcing materials that save us money. In fact, we employ a person in Asia who spends all his time tracking down new materials and facilities.

S@H Can you give me an example of high-style, low-cost materials?
AS One of our bestselling items, our towels contain a mix of cotton and bamboo. Bamboo is a good example of a product that's extremely abundant and renewable but also very resilient. (In Hong Kong, bamboo is often used in place of steel scaffolding.) It absorbs moisture and takes colour well, too. By using bamboo in our towels, we're creating an environmentally friendly product that lasts longer and costs less to make. Veneers are another great way of upping the style factor, not the price, which is determined by how much of an exotic wood is used. For example, when you only require about one-eighth-inch-thick veneer, you can keep the cost down. We've just designed a line of chairs with a zebra wood veneer, and our new wood mantel has a walnut one. New technology and machines create these veneers under such incredible pressure that once they're applied, it's impossible to trip them off, so you get a stylish look without sacrificing quality. Similarly, on our leather club chair, which is our hero piece -- a signature item well accepted by the public -- we use high-end leather on the seat, and vinyl on the sides and back, where it can't be seen.

S@H How do you design for a mass audience without censoring the design process? Do you find that you have to play it safe?
AS We're tough editors and make every effort to maintain the integrity of Sung Design. Whether in fashion or in home decor, my style has always been classic with a modern twist, which is ideally suited to a wide-ranging audience. I've always had an aversion to fads. When I was designing clothes, I designed for the "real" customer. I wanted to create things people could wear without looking like fashion victims. Good taste is subjective.