Designer Interview: YEF STUDIO
At the crossroads of innovation and timeless elegance, YEF Studio emerges as a beacon in the menswear landscape. Founded in 2022 by a visionary designer from Kingston University, YEF Studio masterfully blends intricate details with practical fashion, embodying a unique fusion that appeals to the modern man. Dive into the journey of this extraordinary brand and its creative force, as we explore their inspirations, challenges, and future aspirations.
When and where did you first begin?
I started the brand in 2022 after completing both my BA and MA in fashion design at Kingston University. Menswear captured my attention with its emphasis on intricate details and the seamless fusion of fashion and functionality. It felt like the perfect vision to explore and express my creativity. That's why I chose to focus on this market segment for YEF Studio.
Where does your design inspiration come from?
My design inspiration comes from various sources, with a particular reverence for iconic designers like Raf Simons and Helmut Lang. Their collections from the early 2000s serve as a cornerstone of my creative vision. I like the seamless fusion of classic tailoring and streetwear elements, which imbues my designs with a modern yet timeless allure. My design inspiration also comes from an iconic photographer Derek Ridgers, who documented the music-based youth culture tribes of the 70s and 80s. As an avid enthusiast of Western music from those eras, I find profound inspiration in the mass movements and cultural shifts that defined those decades.
Describe your brand in 3 words.
Refined, Contemporary, Extraordinary
What is the most difficult aspect of running your own label?
I've encountered numerous challenges, including a lack of market understanding, and inexperienced company management, particularly in areas outside my expertise. These issues can only be resolved through ongoing learning from practical experience and acknowledging mistakes. Finances also play a big part in running the label, so I have to be careful with spending, whether trimming expenses for specific tasks or opting for freelance models over agency hires. We are also trying to get the brand in-store and boutiques which is quite challenging as the market is very competitive.
Which part of the creative process do you enjoy most, and least?
I love a challenge! I thrive on anything challenging and complex so that I can feel alive. I feel like menswear can give me that kind of excitement. During the creative process of researching and developing collections, I am at my best. I thoroughly enjoy bringing my vision to life. Men’s attention to detail and functional requirements are very consistent with common sense and more challenging. And for the least, I would say fashion illustration isn't my forte. While sketching my designs, I prioritise accuracy and how they will look, over making them look pretty. As a result, drawing is the least enjoyable aspect of my creative process.
Describe your brand in 3 words.
Refined, Contemporary, Extraordinary.
YEF BOMBER JACKET
WAXED TENCEL TROUSERS WITH ZIP OPENINGS
Do you have a mentor?
Yes, and I would like to particularly mention 3 of my mentors from my study at Kingston University. They are Neil Adams, Richard Sorger David Stirling Frizzell. Throughout my study, they had been super supportive. They have given me varying degrees of support both in and out of professional courses. For example, it provides free trims (from sponsorship), various fabric samples, entrepreneurship guidance, and free legal advice and accounting for one year after graduation.
How long did your latest collection take to create?
For each new collection, I draw inspiration from the inception of my very first one. The creative and making process typically spans around three months to complete.
What are your future plans?
YEF studio's plan is to continue its innovation and growth. We are committed to expanding our presence in the menswear market while maintaining our dedication to quality, craftsmanship, and sustainability.
We aim to inspire men worldwide to embrace their individuality and elevate their style with YEF Studio's distinctive offerings, epitomising our motto: "Ordinary Made Extraordinary.". Our ultimate aim is to stay a valuable and enduring legacy, ensuring that YEF Studio remains a timeless beacon of style for generations to come.
Which pieces do you think everyone should have in their wardrobe?
Without a doubt, the denim pieces. Crafted from premium quality selvedge denim, they give versatility and durability. Investing in these denim pieces is a wise choice, as they are built to last very long.
What attracted you to The Clothing Lounge?
I think The Clothing Lounge has a well-designed website helps brands connect with customers worldwide, which would be a great addition for YEF STUDIO. They also offer a wide range of clothing styles for everyone and provide a platform for new designers and independent brands to showcase their creations, allowing them to reach customers in different countries.
Other Posts
