For once I won’t speak about music, but more about clothing. And this one is worth the journey. What is the link between your 90’s hobbies (like Dragon Ball, The Prince of Bel Air) and the Streetwear clothing? Absolutely none you would tell me. Daömey Clothing has the answer for you.
The “Loufoque” brand (meaning zany) mixes your childhood idols with streetwear clothes. Even if it sounds improbable, the result is amazing. Like Vegeta with the Bulls kit, crazy.
In France the brand knows a great success, well supported by the French Hip Hop scene. Created in 2006 its expansion is increasing, to the extent that Daömey Clothing is opening its new store this Saturday (1st July) in Shoreditch.
It is the right occasion to talk about it with its creator, Sergio.
My inspirations mainly come from the 90’s culture like mangas, basketball, TV series, movies
- Can you please speak about your brand’s debuts in 2006 ? How did you get involved in this adventure ?
So first why Daömey ? In fact, it refers to the former Benin’s name, Dahomey. I deleted the H to get Dao, which is a Chinese weapon because originally I’m a fan of the Manga and Asian culture. So the name is referring to both of these universes : Manga on one hand and the African Kingdom on the other hand. So the brand has been created in 2006 as you said. Originally it was only on the Internet and also on some distributors in Paris. Then, quite a few celebrities, mostly coming from reality TV shows begun to wear my products, which helped the brand to get known. And then, some rappers use it in their clips, which gave a visibility to the brand. Last year, we opened our first store in Paris, Bastille. It goes off very well. It’s a concept store with a tattoo parlour in it. I have different brands in it as well. Thanks to this we have really multicultural place.
- What are your inspirations to create your products ?
My inspirations mainly come from the 90’s culture like mangas, basketball, TV series, movies… I am a graphic designer, so I making my own products with these influences, the 90’s clothing trends. I’m making a lot of diversions as well. You can see on one of my visuals a Vegeta character wearing a Chicago Bulls kit for instance. I really love doing this kind of stuff.
- You are the only one to create them ?
I’m usually alone to create my products but it happens sometimes I collaborate with other graphic designers. Like some artists I appreciate given their graphic identities, their visuals. If I’m taken with an artist, we have a go. The most important is to have fun, it’s all about that.
- How did make the link between your inspirations and the streetwear ? It’s definitely two opposite worlds !
Yes exactly ! My goal with Daömey is to gather two entities which have nothing in common, it’s interesting to oppose them. The idea is to make the cloth living. Nobody would think to put a Bulls kit on Vegeta. So definitely it’s the brand spearhead, to create an unexpected effect, that nobody has done before.
- Your brand knows a great success in France and you are supported by a huge part of the French Hip Hop scene, like Ol Kainry.
Yeah in fact I’m the Ol Kainry’s little cousin. I have made all his visuals, all his t‑shirts… I have designed all that at this time. So in fact we built the brand from him, his universe. He is definitely the brand ambassador. Everything has been done thanks him. He was the first to trust me in all aspects of the business : textile, merchandising… and I could put my logo behind his albums. It’s really thanks to him that the brand started to be known.
NB: guys, I’m aware that you don’t really know Ol Kainry. I will present you this amazing rapper. So many things to say about him.
- To the extent you opened last year your first store in Paris. What’s your vision about that ?
Before opening the store, I preferred to sell my products on the Internet because it helped the business to get new customers anywhere, above all abroad. But then I clicked to open the store and that’s true that you give a credibility to the brand. The customer sees a phone number for instance. He can easily contact anybody in the shop. The brand is on the rise. People takes it much more seriously thanks to this. You really pass a milestone. Today having a store in Paris, it’s really important, especially for your brand image.
- And next Saturday London. Did you consider such an expansion when you begun ?
Yeah clearly, it’s what I wanted for Daömey, getting a store in each big city in the whole world. But I did not expect it could happen so quickly. I know I knew a huge success with the store this year. So why losing time ? I had to open a new one in London as soon as possible. And why London ? Because I really appreciate this city. For me, it’s the epicenter of all the streetwear and hype culture in Europe, so it’s good for the brand. I have quite a few customers in London. The UK is my main market abroad. So it was natural to open a store there.
- Do you think that English public is different from the French one ?
Yes definitely. It’s quite different for the fashion trends. Some products are more successful in a country and vice versa. That’s why I reconsider all my collection especially for London. I have made a London collection. I really wanted to separate both of these cities. You will be able to find only some specific products in the London store, even not on the Internet. So if you want them, you have to go in the store. I tried to create this rarity between the products.
- Did you plan to do something special for the opening ?
Yes, we planned a nice program : DJs, food, drinks, collections presentation… and quite a few influential guests like bloggers and sportsmen. I think it will go off well !
- A last word ?
I invite everybody to come around and to have a good time the next 1st July for the first Daömey store opening in London. I really hope people will like and take part to our interesting and adventurous journey !
Daömey Store Address : 93 Kingsland Rd, London E2
Website : http://www.daomeyclothing.com/
Facebook : Daömey Brand — Home | Facebook
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