In 2021, more and more brands and designers are saying goodbye to the classic fashion system. Designer Eva Dekker was way ahead of her time in the early 2000s. With Studio EVA D. she has been designing timeless and androgynous clothing for about sixteen years now, which is made to last for years. She tells FashionUnited about her brand and working method: “Because of corona, my way of working is more relevant than ever.”
Clothing designer Eva Dekker started the brand in 2005, a year after she graduated from ArtEZ in Arnhem. “I had the great desire to start my own business. Establishing my own brand has been my dream from an early age and also the reason I went to the academy.”
Eternally growing collection
She started with Studio EVA D., then without a clear plan. In the years that followed, she steadily developed her brand into what it is today: timeless and gender neutral clothing. Studio EVA D. is timeless. That means the fashion seasons are unleashed. “I work according to my own rules and at my own pace,” she says.
She continues: ”When you come out of the academy you think it is appropriate to work with seasonal collections. But I soon found out that I didn’t fit into the prevailing fashion system. I do a lot myself and there is a lot of manual work involved. Fashion once stole my heart precisely because of the craft and handicraft that comes with it, but that didn’t fit me with the ephemeral nature of fashion. I wanted to make beautiful clothes that hold their value, so I let go of the seasonal mindset.”
Studio EVA D. therefore consists of an ever-growing, timeless collection to which new items are constantly added. The clothing lasts more than a few seasons and is therefore less harmful to the environment. “It is a modular collection, all pieces can be combined endlessly. I make clothes to cherish and to build a wardrobe around.”
Portable and understated
How would she describe her style now? “In addition to being timeless, the clothing is also very wearable and understated,” she says. “I don’t like decoration, details in my clothes have a function. The colors are generally neutral. This allows the pieces to be perfectly combined with the rest of your wardrobe.”
The style is androgynous. “I don’t want to dictate who can wear my clothes. I want to give the wearer the space to style the garment completely to their own liking. Instead of the clothes forming the body. Gender and size are therefore subordinate. Through details and smart adjustments, everyone can feel good in the clothes.”
Dekker takes the climate into account in the choice of materials. The clothing is made from sustainable materials such as organic cotton and fabrics from recycled materials. But also: modal, linen, nettle and bamboo. Dekker also makes accessories that match the clothing, such as bags and belts. “Where I can, I make the most sustainable choices, for example in the use of materials. But also by making clothing with a long lifespan.”
Short delivery time
The collections of Studio EVA D. are for sale online, including via its own webshop. Her goal is that the clothing will also be sold through exclusive boutiques and reach a larger target group. “My clothes are for people who have a healthy relationship with fashion. They buy it because they like it, because it suits them, not because it’s the trend now or as an impulse buy.”
Although she notices that retailers sometimes have to get used to her idiosyncratic way of working, it also has many advantages for entrepreneurs. “Retailers don’t have to invest in a collection that loses its value after six months. And the delivery time is short. If they buy it, it can be in their stores within two months.”
The corona crisis also made Dekker’s way of working more relevant than ever. “The timeless collection lasts for seasons, so you never get stuck with it.” She also says: “By now my non-conformist way of working is not so new anymore and I believe that the fashion industry also sees that it is time to slow down. That is why I am now taking the step to present my brand to a wider audience.”
Read more about Studio EVA D. on the brand page: fashionunited.com/companies/studio-eva-d
Source: fashionunited.nl by fashionunited.nl.
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