Synonymous for some with moody, spotty
teenagers hidden behind lanky hair and gratuitously low-slung jeans, the term
‘indie’ has a somewhat misunderstood reputation.
If you though that ‘Indie’ only applied to
a slightly dated music genre, you’d be wrong. Simply a translation of ‘independent’,
there’s a lot more to all things ‘Indie’ than meets the eye!
I was first educated on the subject by my
brother, who together with his friends started their own clothing label, DefendIndy Wrestling. Their objective was simple – to raise the profile of
independent wresting and to protect it from the bureaucracy that
governs other mainstream counterparts.
When he started, I have to admit, I was
skeptical. But amazingly, it took off. People got behind it! Not just family
and friends either, but complete strangers from across the globe (they sell
quite a lot of their products in the States).
I guess it’s a sign of the times. People
are keen to identify themselves with something special. Why buy something
that’s been made a million times when you can get something almost unique? This
is especially true when we are talking about what we wear…I’s one of the most
obvious ways we express ourselves. I’m always looking for something new and
niche…brands that have a culture and message that I identify with, as well as a
fantastic product.
That’s why I was thrilled to be invited in
my capacity as Marketing Manager for byoutifulyou.com to the press day for
Emslie Creative PR Agency. Currently representing a number of new and emerging
brands, many of whom are British, and indeed London based!
Hosted at super trendy West End restaurant
Hush, I was in for a real treat. Coffee and pastry in hand, my eye was
immediately drawn to a twinkling table in the middle of the room. Kat &Bee, an East London jewelry company, hand craft each item in their collection
from sterling silver or rolled gold wire. Also incorporating an eclectic
selection of beads, stones and trademark skull, each piece is intricately woven
together to create wonderful rings, bracelets and necklaces. While the ranges
carry many similar items, because each piece is hand made, every single one is
unique. Her prices start from £55, so while they’re not a disposable purchase,
they are very affordable. You can also win one from byoutifulyou.com!
Given the current economic situation and
general austerity, its no surprise that vintage fashion is more fashionable
than ever. Fuelled by the popularity of e-bay and events such as the Marks and Spencer’sShwop Shop and Oxfam’s e-commerce site ‘hand me down’ style is on the up! It’s
difficult to know weather this evolution in approach is either cause or effect
to the likes of vintage fashion brand Nines, but none the less, we’re happy
they’re here! A far cry from the furs and tea dresses you may expect from a
vintage clothing retailer, Nines have a wonderfully unique take on vintage
fashion. Their edit is much more East End Urban than West End Chic, and you can
just imagine their clothing being worn by the likes of Jessie J or Rihanna!
Key items include their Versace shirts,
which they style loose and fully buttoned up. You can just imagine them paired
with monochrome moschino leggings, and John Paul Gaultier Lennon glasses - both
of which they also had!
There range is so fabulous, your bound to
find something you’ll love…but even if you can’t find that vintage item your
heart desires, tell them what you want and they’ll find it for you! The stylefinder service is perfect for super busy vintage enthusiasts who want a
specific vintage find, but don’t have the time to find it themselves.
So…
Clothing…tick!
Jewelry…tick!
Just one thing left! My grandmother always
say’s that your not dressed ‘till your wearing a hat, and as a granny’s girl
I’d hate to let her down. As luck would have it, help is on hand from American
baseball hat company, Zephyr. For the bargain price of £25 you can own one of
these beautiful hats. At this point it’s probably worth saying that my fashion
choices are much more likely to include a ball gown to a baseball hat (once
again owing to my grandmothers advice that it’s better to be over dressed than
under dressed), but even I was hooked on this wonderful headwear. Sadly
however, we weren’t allowed to purchase on the day so I’ll have to wait ‘till
my order arrives from their amazing site. Favorites included the green floral
number, and the pink skulls with ‘Thrift Store’ embroidery.
I could write all day about the wonderful
products I saw…some of which I can only cover in September…(exciting stuff),
but I think this installment must come to an end. It’s just great to see that
Indie fashion is alive and well in London town and long may it continue with
the help of the amazing team at Emslie Creative!
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