IN THE WEEKLY HEADING "NEW BRAND" we introduce young designers and tell you where and why you should buy their clothes. Our heroine this week is Erin McGee, the creator of the MadeMe brand.
Where can I buy:
Strictly speaking, MadeMe is not exactly a new brand. Designer Erin McGee, an iconic streetwear personality and Chief Development Officer for Supreme (she has been with the brand for over 12 years), began working on MadeMe eight years ago. But because of her main work, she could not devote all her free time to her, so the collections mainly consisted of a very small number of things and appeared irregularly.
Erin has decided to get down to business and expand the MadeMe line with last fall / winter collection, inspired by 70s punk and Catholic school uniforms. According to her, she just felt that the right time had come. Plaid skirts from that collection became a real hit - for example, Katy Perry performed in them and Rita Ora went to parties. Celebrity connections, professional experience, an excellent understanding of industrial rules and, in fact, a great desire allowed Erin to take the brand to the next level - now it can be called a leading street brand, focused specifically on girls.
Erin came up with MadeMe due to the fact that most street brands (and this is far from only Supreme) see their audience predominantly men. The designer believes that in fact there was no particular alternative, except for buying clothes in the men's department, for girls who were keen on street-vir-culture. She herself admits that the formation of the style of her own brand was influenced by the city in which she lives and works, and the street style of the 90s (which is easily traced in every thing), and heroines like Patti Smith.
Nowadays MadeMe is on everyone's lips, and this is a huge merit of Erin, who also continues to work at Supreme. In an interview with Dazed, she admits, “It's tough, but this is New York. Your waiter can also be an actor on Broadway. If you are not ready for two jobs to fulfill your dream, you better move, for example, to Ohio. " Erin also boasts collaborations with Stussy and Vans. But the most anticipated - with the legendary brand X-Girl, which was founded by one of the leaders of Sonic Youth Kim Gordon and director Sofia Coppola - will see the light very soon.
The latest MadeMe collection, inspired by the old dELiA clothing catalog for teenage girls, is also dedicated to the rave culture of the 90s. There is a place in it for bright bombers, and hippie-style sweaters, as if crocheted, and jeans, on which, like a pen, are drawn the icons and symbols that are drawn in notebooks in the margins at school. No complicated design or hyper-volumetric things - according to Erin, she is not at all delighted with this global trend. All MadeMe items can be easily combined with each other and with any basic clothing. Actually, this is their main strength.
It's hard for people to accept and understand why women need streetwear now, as it is popular to just buy men's brands. I think a girl who buys a MadeMe thing or simply associates herself with a brand is one who is brave enough to just do her own thing, and not follow any trends. She is stylish and smart. She's definitely not a victim of fashion. After all, for a long time girls were shy in front of their boyfriend friends and thought something like: "Ok, I can just put on a Gosha Rubchinskiy hoodie too."