Evie by Faye Joynes

Faye reached out recently as she wanted to share her newly created label, Evie, and of course I was happy to provide a space to celebrate this up and coming brand.

Evie is a 90s/00s dream with stripped back two pieces made from slinky and supple fabrics- with the additional awesome jacket thrown in for good measure! See the last image for Faye’s latest woollen jacket creation and a very exciting nod to what she has up her sleeves.

Passionate about change and re-imagining how fashion can work; Faye uses dead-stock fabrics and has a made-to-order ethos, resulting in less waste and a more considered and tailored product. Also, 10% of profits of any Evie orders go to women’s charities.

Evie is the result of Faye’s talent but also the time now presented to her because of a redundancy due to the pandemic. As I’ve mentioned before the outpouring of new indie business and online spaces has been a highly interesting and refreshing approach to such an odd time. Wonderfully creative and talented people using this time to build something has been such a positive to emerge and Evie is no exception.

I can’t wait to see what else Faye produces and how her business grows, see what she has to say about Evie’s inception below…

  1. Tell us about yourself and your brand. 

I founded Evie because I love fashion, but I felt guilty about buying clothing which I knew was unsustainable and unethical. I wanted to create a brand that feels as good to buy as it does to wear, because you know you’re contributing to something positive. As well as being a made-to-order brand which means low-waste, I use sustainable fabrications such as deadstock and natural materials. I also want to help empower those often exploited by the garment industry by donating 10% of my profits to women’s charities.Before starting Evie, I worked as a womenswear designer for various companies in London and abroad, but was constantly thinking about starting my own brand. After being furloughed and eventually made redundant from my job, I moved back to Manchester (where I went to uni), and decided to take the plunge!

  1. What are your Inspirations?

My main inspiration comes from nostalgia- I’m a very nostalgic person and love looking back on memories and old photos, magazines and films. I have a lot of emotion attached to the 90s in particular, because having been born in the 90s, a lot of my favourite music and films growing up was of that era, so my silhouette and fabric references often stem from this.Films by Greta Gerwig and Sofia Coppola also really inspire me- Ladybird is one of my all-time favourite films and I love the aesthetic of The Virgin Suicides.

  1. Lets chat about social media- a hindrance or help? 

I definitely think it’s a help, because I’ve been able to reach people over social media who I wouldn’t have reached otherwise. I also think it’s great to be able to interact with customers/followers – showing them behind the scenes and how their pieces are made as well as getting their opinions of fabrics etc.That being said, I’m finding it really hard to grow on instagram. It’s not easy for a small brand to reach new people but I’m constantly encouraged by friends who share my work!

  1.  Where would you like your business to be in a few years and do you have any advice? 

On a selfish/personal level, I’d like my business to be my full-time job in a few years, as I currently work part-time in hospitality to support my brand. Doing Evie full-time would be a dream! On a more meaningful level, I have a strong idea of what I want Evie to be- a positive fashion brand which can give back to the community in some way as well as being a really fun label to wear. I hope to do this by working with local seamstresses, photographers and crafts people, and contributing to the creative industry in the North. In terms of advice, I would just say start before you’re ready, because if you don’t you’ll just never start!

5. Who are your favourite small businesses or creatives doing interesting things?

There are so many! A few brands I love are Marques’ Almeida, Acne Studios and Pamola Wool. I also find brands such as Olivia Rose The Label and Maison Cleo really inspiring because they showed me that you don’t need to produce stock in factories to start a label. @saeshablue and @franrowsevisuals are amazing photographers whose work I love and I have been lucky to work with.I also love @rhiannaellington prints, @annarobertsstudio artworks and @thephatchrub vintage jewellery!

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