FROM A TRIBUTE TO THEIR HOME TOWN TO A CREATION OF A BRAND, THE STEP HAS BEEN SHORT. THE INSPIRATION COMES FROM THE IKEA LOGO. DISCOVER THE INTERVIEW WITH KIEW.WORKWEAR.
Tell us when and how the idea for “Kiev.Workwear” came up.
The main idea came up to us the day we had the original Ikea logo jacket in our hands. The logo was an immediate attraction for us and all the Ikea’s world opening behind it. Workwear is deeply part of our culture and we decided to express our connection with it by representing it in a new whole vision and image, layered with homosexual identity and working class culture. We are talking about almost one year ago, between last months of 2016 and early 2017 when all the Balenciaga hype came up, we thought we we looking towards the right direction.
What’s the concept behind your brand.
Our concept is based on Eastern Europe working class aesthetics held together by seductive touch and serving homosexual rights message through real workwear vetements. For us is mandatory to explore new fields within the workwear world and our next collection is all about that, you will see!
Why have you decided to resume and recreate the “Ikea” logo? – What is the meaning of your claim?
The Ikea logo is a statement by itself, and everything came from that as a source of inspiration carrying a whole working class world with it. The power of the logo comes from its structure, primary colors and regular shapes make it an instant icon, appealing and affordable. We decided to pay homage to our city playing with the lettering and the logo turned to have a totally new meaning pairing with a different product, from furniture to fashion. The logo is also supported by the Love Your Homo slogan, which is our key message for all the past and future collections. Recreating the slogan was necessary for us to link all the elements and still carry a meaning, a little name game for a big and powerful motto we use for our official communications and of course hashtag, which is now even more important than the logo itself even if it was meant to be a support.
Three adjectives to describe your style.
A designer, a color and a garment that you could never give up in life?
What are the distinctive features of your consumer type?
Our consumer, according on our late statistics, are mainly young gay men living in central Europe area such as France, Spain, Germany, Sweden, Finland, Italy, U.K… and most of them have a good eye for contemporary visual culture according on their IG pages. Positive feedbacks also come from people that belong to fashion industry but is quite appealing also for guys that not necessary have to do with fashion or design world. Our consumers are very careful on what we post and they may purchase twice in different timing, that means they come back to us because they feel comfortable with us and our product. Is mostly about seduction, visual seduction with our pictures and garments. Eastern Europe is our hardest market to penetrate deeply so we are focusing on new strategies to make sure our message and garments reach out for those we speak for. The next collection will build bridges between countries !
What do you think about the workwear uniform that has return into fashion?
Fashion nowadays is built on a solid archive made by iconic and everlasting categories of clothing that never disappear or may appear again and again in collections such as workwear and uniforms. Fashion system is looking towards new fields of ugly and working class aesthetic coming from the eastern european wave and uniforms are part of our visual, cultural and political identity. Design finds all this attractive and “neorealistic” in a very critic time of our era.
If you could represent your fashion concept with an emoji what would it be?
How do you see the future of your brand?
The future of our brand is very focused on embracing girls in the whole working class aesthetic first of all. We are also getting agreements with some shops and our next collection will make you FLY ! ;-) We will keep the slogan but the logo will change for every collection, always according on the working class message and trying to explore different fields of its aesthetic with new eyes. We keep the focus on reality, news, events, work and translate them in visual stories to pair with garments.
Photos courtesy of the artist