The denim jacket that can change to your mood
Transformable fashion.
[F]ast fashion is over in 2018. We need pieces that go the distance – taking us effortlessly through seasons. Pieces that can change to our moods.
This is exactly what designer Emmy Dayal had in mind when creating YOU PEOPLE. Fusing her love of denim with her chameleon-like tastes, the London based creative makes transformable denim jackets. Depending on the occasion. the vest, collar and sleeves can be switched up to create a myriad of different looks.
From Stormzy inspired sleeves to a Basquiat themed print or a pink fluffy Barbie collar – there’s over 27 concepts to play with, and a whole lot of fun to be had. We caught up with Emmy to talk fashion with a conscience.
Hi Emmy, what’s the philosophy behind YOU PEOPLE?
The philosophy and essence of YOUPEOPLE comes from the importance of variety in our characters, our interests, our moods and our style. It is about providing a space or product where someone can change their mind, style or mood as and when they please. Solidifying the strength and power in diversity and the multi versions of you!
How does the customisation process work?
The customisation element allows the wearer to mix & match their sleeves, collars and vests from a variety of handmade designs. They can visually do this all through the custom builder on the site, where there is up to 27 designs to play with. This area for me is the most exciting, as I love the idea of being able to wear different concepts from different collaborators on your sleeves, collars, vests. Allowing you to have a piece of the cake, if you don’t want to or can’t have the whole thing.
Transformable fashion has become more and more popular. Do you think people are looking to get more value from their pieces?
I’d hope so, if you invest in the design process then you have a different kind of love and respect for the item. We are in a fashion culture which is really solidifying itself as a communication tool, so more and more people want to either promote a message or celebrate an identity they relate to – they can do this through transformable fashion, it allows you to dial many different numbers! People are showing they care more and therefore are desiring soul in their purchases both in and outside of fashion
How much did being ethically conscious play a role in your desire to create this concept?
It didn’t so much play a role as it was the reason YOUPEOPLE was put together. I wanted to create something that would pay tribute and bring awareness to different stories, issues and ways of thinking. All our pieces are one of 5 to avoid waste and more often than not, made to order. Each piece is handmade right here in London, with our customisation materials chosen resourcefully. Through the detachable element of the jacket, we encourage the buyer to adapt their pieces instead of purchasing entire new full jackets and therefore helping to prevent over consumption.
We also ensure a 5% charitable donation is given with each full jacket purchase. Which for me is a way of saying “thank you, I respect you” to the concept for inspiring me. Ethics isn’t just a role it’s very much in the heart of YOUPEOPLE.
You have designed costumes for Carnival - has this influenced your designs in any way?
It always does every year. My bestie Ibiye Camp and I have a ritual of making the pieces and through our conversations whilst glittering, sewing & painting the bras, comes a multitude of weird & wonderful thoughts – which quickly turns into design inspriration. The celebration of variety is the soul of carnival, seeing Notting Hill & West London, my home, unity in diversity is just overwhelming. This multi-sensory experience is one I would love to bottle up and use on all my pieces.
What are some of your favourite denim moments in pop culture history?
I’ve always loved country music so definitely the old cowboy/country western denim looks, singer Brandy rocked some serious denim back in the day in her cult 90’s sitcom Moesha which I loved. More currently Rihanna has rocked some serious denim in her i-D shoot with Paolo Roversi. Hip-Hop’s foundation, growth and essence has always showcased denim in innovative ways, so I am honestly grateful for the inspiration that comes from Hip-Hop when I am designing.
Thanks Emmy!
Shop YOUPEOPLE and find out more on their website
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