What does it take to build a brand image in Berlin? How does one start a fashion label? I talked to UY – one of the most conceptual clothing brands based in Berlin.
One of the reasons why I started blogging was to inspire the people around me. For a year now I’ve been teaching myself to sew and discovered a whole new level of fashion. Creating clothes, mending, re-working textiles is my meditation, passion and I dare say I even may have found my calling. Woooh! Since I’m getting quite serious about one day soon starting my own label, I’ve decided to get as much information as possible and in the process inspire everybody who’s reading this – whether it’s to also start sewing/designing, or to become more involved with production rather than just consumption of fashion, or becoming more sustainable with their fashion choices, or to support smaller labels, or even to found their own business. This interview is the first in this series.
The brand I’m going to introduce and pick their brains about what it actually takes to start and run it is UY. UY’s founders are Idan, who’s originally from Tel Aviv and Fanny, who comes from Stockholm. They both studied fashion at high school but met in Barcelona where they also studied fashion at the university. UY was officially founded in 2013 when they moved to Berlin after graduating. Idan and Fanny have known each other for 5 years. Having similar vision and aesthetic never made them compete with each other. They have always collaborated and were a team long before UY. The ready-to-wear collections in their online shop are made to order, but UY also produces pieces solely for projects and they are never sold. ”UY outlines the mix of the Middle East and Scandinavian culture.” Their crew of 5 are all talented people educated in design and with professional experience.