BRAND NEW EXHIBITOR - OKAYLA!
Joining us for the first time this season is brand new sports lux label Okayla. Okayla combines styles and aesthetics to create something completely different to other brands on the market, and we’re really looking forward to checking out their collection this season. We caught up with founder and designer Samantha Crutchlow to ask a bit more about the brand…
LE: Tell us a bit about Okayla…
SC: “Okayla launched end July 2016 on-line selling on our own website and ASOS Marketplace. The name was 'coined' of the word 'Okay' & 'la' which is a common 'phrase' used by locals and westerns around Hong Kong for a little communication :) I was living in Hong Kong for 3 years, and since returning to the U.K have launched the brand alongside my business partner. The brand will use inspirations from Asia mixed back with my British routes, but I also think that OKAYLA sounds upbeat, fun and rolls off the tongue!”
LE: I love the mixture of athletic wear and casual wear - would you describe SC: Okayla as athletic?
SC: “I would describe OKAYLA as a sports-luxe brand, taking inspiration from iconic sportswear pieces and making them relevant for the fashion market. The pieces can be worn from day to night, but are not specifically designed for the gym. In terms of athletic, I think that OKAYLA could appeal to an athletic individual as the brand includes items such as joggers, leggings and T-shirt. However, I also think that OKAYLA appeal's to any individual who enjoys a casual relaxed lifestyle, whilst looking good!”
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LE: Tell us a bit about your influence from the far east…
SC: “My influence from the Far East links back to my relocation to Hong Kong for 3 years and also travelling around several countries in Asia. I love how women dress in Korea and Japan. I will bring this through subtly each season, in our loose oversized shapes, details or print/patterns and also styling. Our first collection features a short based on a traditional Thai boxing shape, which I wear to training!”
LE: What can we expect to see from Okayla at the show in February?
SC: “At London Edge, you'll see our new SS17 collection, which follows some of our most popular shapes from the first season. We've moved our floral into a camouflage for SS17, and I feel that overall the collection has more of an urban, edgy vibe than AW16... I'll let you be the judge of that!”
Head to Stand VG4 to see the full collection at the show in Feb, and see their website
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