As a fashion designer running your own brand, how
do you see the fashion industry today? And if you want something there, what
would it be?
So, running a fashion brand is very challenging, but
you have to have a really good team around you. I have been very fortunate to
work and collaborate with some really great creatives to support my vision, and
my internal team have been really, really great growing the brand over the last
few seasons. The industry is very fast. But obviously for us here, we want to
try and create the best product possible, to try and do it in interesting ways,
by sourcing the best materials and fabrics and developing interesting garments
and fabrications to show my creative vision, but also to make it last for
people for as long as possible and to work within their own wardrobe and
aesthetic. In terms of, you know, a lot of younger designers, there are so many
tools out there now with social media and how that’s used
in a really positive way to showcase our ideas and collections. But also, I
think it’s important to understand your vision and your world. I think over the
last few seasons, I’ve definitely created that and it’s something which I want
to continue to push forward and to try new projects, and to work with more
creatives and collaborators to continue to learn and continue to grow the brand
for future seasons ahead.
People’s
awareness and lifestyles have changed dramatically over the past few years. As
a fashion designer, how do you regard the times of the present day? Also, what do you think is needed for fashion designers in the future?
Obviously COVID has had a massive effect across all
industries, and people’s buying behavior has been very
different. But we still managed to grow the business, and still continue to
create collections, imagery, and films because we feel it’s important to keep pushing even through difficult times. For
fashion designers in the future, I think just having a very strong vision,
being clear in your goals, trying to not move too quickly, building the right
team and working with the right stores for your brand is important.
Understanding your market is really key, like who’s
buying into the product and what type of person they are, and how you want to
help them through your designs. So I think all of that is really important for
designers in the future to think about that. It’s
definitely a long journey. When you are creating your brand, it’s something you definitely need to be 100% certain that you want to
continue and to work on your collections and your business, even when things
are going good and also when things are going more difficult. You’re always there to continue to push forward.
What
are the common senses or elements of clothing or collections made by others
that you find attractive?
For
me, I think good clothing and good design are always thinking about the
fabrication, the details, how this is going to aid the person you’re trying to
create this for, but also showing authenticity and a sense of timelessness. I
think there are so many good products, garments, and designers. I think it’s really important to create something which is going to be both
fulfilling from a design perspective, but also adds something to the overall
design world, whether it’s through new techniques, new
fabrications, or maybe shining the light on something which you feel very
passionate about. So, I think for me, whenever I’m
looking at other designers and other collections, the first thing is, you know,
what’s the message, what’s the
feeling? And obviously, I then look at the details and construction and how this
is pushing fashion design forward.
Please
tell us about your own longest-lasting clothing, including what you like about
it.
Probably
the piece of clothing is the Reggae Klub t-shirt. So, my dad and my mom when
they ran the reggae club together, they made a limited run of t-shirts
together. And, we’ve now reproduced these t-shirts for my own brand in homage of my
parents. It’s an item which is almost like a family
heirloom, and I’m very proud of what my parents did running
the music nights supporting British music. The t-shirt is a big part of the
identity of that, and the artwork and the typography are almost like a family
symbol— like a family crest—which I’d like to carry on and continue for
future generations in my own family. But I’d also like
to tell the story of what my parents have done and celebrate both fashion and
music.