Why a printed collection…?

We’ve been holding two things very close to our heart. In one hand is the hand-painted intuitive mark-making and the resonance of that - particularly in this time of the digital. In the other hand is the playful idea of the apron as a fashion accessory. We are aware that the latter will take some getting used to. What does that actually look like on a daily basis? Can any cut of apron go with jeans? Will a specific length apron suit a long or short dress better? What about the fabric? Will organic cotton match my outfit? What about patterns? Will the bold apron design clash with my wardrobe? Is it supposed to appeal to older people, young adults…? While the apron is a familiar household garment, the idea of it as a fashion accessory is one that the general public may not yet be quite ready for.

We remain hopeful. We’ve seen glimpses of ‘aprons’ in fashion over this past year and know that there is an Add an Apron-shaped gap in the market.

On the former, hand-painting remains something that is certainly more accessible. There are many designers across the globe working in slow fashion, natural dyes, ancient and traditional techniques. We are excited by hand-painting. In this digital age of perfection, hand-painting offers a breath of awkward human freedom. The aim in the design is always symmetry. The results are often fluid intuitive marks that trace stories of cultures and echo narratives of nature.

We’ve been contemplating the question of where value lies. Perhaps this resting place shifts as the brand matures. While our offerings include hand-painted portraits on tote bags and designing bespoke commissions, we are also experimenting with prints of the designs. With both hands full, held close to our chest, a printed collection potentially allows us to share some of that joy of mark-making with a wider family. Perhaps value is in the individual uniqueness of artist labour. For now, we continue to explore.

Enjoying the journey.

Giving thanks,

Adéọlá