PRETTY STREet
P S
issue1.
Girls Streetwear Magazine Issue 1// Doing It For The Girls
CONTENTS: dOING IT FOR THE GIRLS page 2-11
OUTFIT GRIDS page 12- 13
pATTA SSS page 14-17
Rebeca Naen page 18-21
Trainers page 22-25
STUSSY WOMEN fall 13 page 26-27
Pretty Street Editorial page 28-37
GRIND LONDON INTERVIEW page 38-39
TOM BREAKS- BREAKS MAG page 40-41
BENAIAH MATHESON page 42-43
EDITORS NOTE
Greetings people, The aim of 'Pretty Street' is to give girls the platform to have a quick pick up read about streetwear culture at the moment for women. This first issue aims to gather an overall opinion on the subject and celebrate the beauty in tomboy style clothing, there seems to be more & more brands popping up doing something for the girls out there, directing editorials of girls in streetwear, and simply we love this movement and hope it continues, and we want to bring you the latest, read up on whats going on with our monthly issue! hope you enjoy girls! Peace, Love & Good Vibes Phebe Welby- Jenkins Editor & CEO of PRETTY STREET
issue 1.
DOING IT FOR THE GIRLS
DOING IT FOR GIRLS
KITTY COWELL
KITTY COWELL. Musician/ Fashion Blogger
Female Hiphop artist/ Fashion Blogger
Favourite staple item?
"I guess for me it starts with hip hop and how the B Boys used to dress on the streets in the 80s, I always share with my boyfriend too, makes it easy to dress with loose silhouettes."
I guess my Kr3w black varsity jacket because it goes with everything and can be dressed up or down.
Tell us a little about your role in fashion? Right now I'm the Editor of a street style, fashion and culture blog called The Unisex Mode. I write about fashion, I style shoots, co-ordinate editoirals and do a bit of modelling too. I studied 2 years of Fashion Design at university and both my parents were in Fashion when I was growing up so it's always been a part of my life! What do you hope to see in the future within street and skate wear fashion for girls?
What are your future aspirations? Being a musician and also involved in a lot of blogging work, do you think you will always do both? YES! haha. I have always tried to step away from either fashion or music to focus on one but it never happens. They go hand in hand so well with each other; my music fan base are always interested in what I'm wearing and I guess my style is important to my branding. In terms of music- it's been a long journey for me but I'm in such a good place right now- about to release a single/video with a 3 month promo campaign leading into the next single! I've thought about giving up in the past but every time I do a great opportunity pops up and I'm glad I've kept it up!
I hope to see brands who can design good unisex street wear. By that I mean clothing that appeals to both girls and guys. We don't want low cut V necks, or string vests all the time! Favourite brand and why? Oh my god that's so hard to call! I love Vans because they have a great heritage behind them. The way they mix street wear and sports wear and the fact they originate as a skate brand with technical design features at the core of their branding but are still able to hit the street style market and be fashionable for guys and girls too. But I love a lot of brands!
"I guess for me it starts with hip hop and how the B Boys used to dress on the streets in the 80s, I always share with my boyfriend too, makes it easy to dress with loose silhouettes."
JENIFER SPENCE
JENIFER SPENCE Owner of Young Recklless Hearts
Jenifer Spence has as impressive work ethic and is constantly working on cool stuff and represents well for the girls who love streetwear out there, we love her blog and brand ʻYoung Reckless Heartsʼ so thought we would find out a little about her. Tell us about your brand Young Reckless Hearts? What are your future aspirations for the brand? The brand Is a predominately women's street and lifestyle brand – I wanted to take key elements from the mens street wear scene and edit and tailor these to a more feminine figure and market. I love running the brand but it comes with a lot of hard work, stress and money…which I sadly don't have at the moment – so the brand has taken a backseat. I don't ever think the brand will blow up to be a fully fledged brand it's more of a hobby of mine but I love that people enjoy what I put out with the brand collections and continue with positive feedback! Tell us a little about your role in fashion other than your brand?
culture of naked models in jordans – us girls need REAL brands to represent what we want not just have us girls in mens apparel! Favourite brand and why? My favourite brands ATM are Asics & New Balance in footwear – really into their colour way choices and I'm in love with gel lyte iii at the moment! Asics have pretty much rocked it this year – Flamingos and St Alfred's are for sure 2 of my favourite pick ups. Clothing wise, I don't really wear many brands, I keep it simple with basics from topshop– but I've always liked Stussy for their branding on their garments and Rockwell by Parra as I love Parra's illustrations! Favourite staple item and why? SHOUT OUT TO TOPSHOP BASICS! I swear by a plain body con dress under anything, just usually layer up with an oversized tee or mens baseball top at the moment. And always Black, trainers can bring in the colour to an outfit!
I'm now working for Footasylum as a content assistant. So, I look after the social media channels, social blog and marketing of releases and current products! I select what we feature and also I am involved with the photography and graphics team to make sure we are communicating perfectly with out market! I also own my own blog loveluxxe.co.uk and contribute to The Unisex Mode and Crepecity's new website which will be up and running in the new year!
How would you describe your style?
What do you hope to see in the future within street and skate wear fashion for girls?
When did your trainer collection start? As a follower of yours on social media sites, I know your shoe game is large!
I hope it only continues to go from strength to strength, but at the same time I'm nervous with the
I think I'm still super girly, but always in trainers. My body shape doesn't allow me to get away with jeans/pants so I usually rock a dress/oversized tee with tights or girly socks and crepes! I like to look casual but just rolling with that street wear influence still. But always about that monochrome life! I love a good handbag too – makes any outfit!
I started getting into trainers in my 2nd year of uni half through my degree inspiration – I never really could get where I was trying to go with my style and fashion influence, I mixed and matched a lot with styles and I always always slightly tomboy when it came to outfits and footwear choices – working on my final major collection, which was the start of young reckless hearts just got me hooked – 3 years later and a hella lotta trainers here I am today! I just love to have them, and it's nice to collect something too but I try to limit myself to exclusive or rare releases to try curb me buying too many!
MARIA PIZZeria
Maria Pizzeria Born and raised in Katrineholm, Sweden and now based in London , Maria is certainly a girl to watch within streetwear fashion. A Hyper island 2012 graduate, stylist, illustrator, graphic designer & photographer. Maria has worked for Lazy Oaf, JuJu Jellies and many cool brands, contributing an very individual style to her work. She now does PR at Coffin On Cake Pr in London. We wanted to get to know a little about Maria due to her fascinating sense of style, the cool stuff she gets up to and we just simply love her cutesy pastel hair and 90s style.
Tell me a little about your role in fashion? I think I have two roles but in one way they merge together. As a daytime job I work in a fashion Pr where I do mainly social and digital media. So on the daytime I am on the clients side of doing PR for their products, and when I am free I do loads of PR for brands that I personally like but from my own personality, for example tagging brands in my selfies and outfits. I would like to call myself an influencer, may sound cocky but I don't only mean in clothes and style, also in mindsets, to be able to dare and be yourself and try out stuff you never done before. I am also working on my own platform where I want to seed out news that I find interesting, so I guess that's one more thing to add on the influencer pile!
How would you describe your style? My style is always comfy! I would never wear anything I don't feel comfy in! Sometimes I'm Sporty Spice, sometimes I'm baby spice and sometimes and a mix of both. I am totally obsessed with 90's fashion, love to mix up super cute accessories with sporty garments.
Favorite staple item? My new pastel pink Herschel Backpack! It's got a stoned washed denim lining and i'm obsessed with pastel pink..
What do you hope to see in the future within street and skate wear fashion for girls? My own brand! Jokes, or not really but yeah I hope to see more cool and sustainable brands and a bigger awareness of ethical consumption, instead of just trend-on producing and consuming. I also hope to be able to find more streewear in pastel colors and cute patterns without it being too "feminine" tailored, such as weird cuts and too short sleeves etc.
What are your future aspirations being a lady of many talents? Build my own network of people with similar mindsets, taste and values. Therefore I am working on my own magazine, Socker that will be launching soon! Also working on my own brand that will take a while.. But I hope to be able to inspire more people to dare to be themselves and not scared of crossing boundaries that some people just made up!
JESS JUICE GEE Owner of Small Feet Big Kicks
Juice Gee: Owner of Small Feet Big Kicks/ Fashion Blogger " I love streetwear cos its comfy but cool! iʼve always been a tomboy… and ive always been quite quirky with my style… and i guess where im at with it now just stemed from my love of trainers (last 8 years) and hip hop since school days! i love how you can play around with street wear in the sense its very male dominated/masculine but you can style it in a feminine way, with a boyish edge!" http://juicegee.tumblr.com/ http://instagram.com/juicegee http://shop.smallfeetbigkicks.com/
Tell me about how Small Feet Big Kicks came about? Future aspirations for the brand? It came about because so girls were asking me where to get cool kicks from, combined with the fact i had loads of trainers that i never wore and needed to sell. It would be nice to have a store in london - a female boutique store that sells trainers and cool clothes and maybe a tea/coffee spot inside haha :) Tell me a little about your role in fashion other than your brand? Job wise - I'm a supervisor in Topshops flagship London store, which is fun. I also run a small pop up market inside the store and im in charge of the VM of that area. Outside of work, I co-run a unisex streetwear/culture platform called 'The Unisex Mode' which is great fun. Me and Kitty Cowell are the main editors and then there are 4 other girls who contribute. It's great because we all have something different to bring to the table, we all contribute to editorials which is also a lot of fun! Finally, I also have my own style blog 'real talk' juicegee.tumblr.com - which is basically me posting my outfits as regularly as I can - as many people seem to be interested in the way I piece things together! For SS14 I have 2 new fashion related ventures up my sleeve but we will see..... WATCH THIS SPACE! :) What do you hope to see in the future within street and skate wear fashion for girls? In recent years it's been great that a predominantly mens culture has become more accessible to girls. I think it would just be nice if the whole scene was completely unisex, and the '15 year old hypebeasts' could find something better to do than slate girls who are trying to do something good within the scene. It would be great to see more female based brands come out of the woodworks - and maybe some cool colabs with more unisex styles!
Favourite brand and why? Ahhh this is a tough one! I love Stussy because of where it has come from - chillin livin', surf/skate brand with great prints and imagery on their tees. their women's collections have also become a lot more varied in recent years which is great! I also love Alife, Quiet Life, HUF, Bape and Thrasher - for the more obvious streetwear branding. For jackets - I like wearing Stone Island, Nike collab varsities, RAB, and North Face (down jackets only) Trainers - NIKE & Kickers when I need to dress like a girl! Favourite staple item? Aside from a good pair of Nike trainers, my favourite staple items from my own collection: Summer: - Black Angora Kangol Bucket Hat - Nike x Rockwell by Parra Varsity - Lazy Oaf tote bag Winter - Stussy Stanley bobble hat from 08' - Stone Island down jacket/ North Face McMurdo - Fjallraven Kanken How would you describe your style? An ecclectic mix of streetwear/hippy chic, a fusion of all things print and oversized, and always sporting either a bucket hat or bobble hat with a pair of nikes on my feet! When did your trainer collection start? Back in 2005 :)
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OUTFIT GRIDS GRIDS OUTFIT
Concept & Art Direction: Ace Dia & Violette Esmeralda, Photography: Violette Esmeralda
Patta Winter 13始 #SSS Ladies Editorial Despite the fact that the Amsterdam based brand 驶Patta始 is primarily directed at men, we see many female fans of the brand rocking it just as hard as the guys! Creatives Ace Dia & Violette Esmeralda art directed this Patta #SSS ladies editorial and it was styled by Mila van der Linden, a beautifully constructed editorial featuring the latest Patta Winter collection and portrays the idea of gender roles being banished, which we love, and this take on the brand in terms of a lookbook is really powerful, Patta love it too, and are even running a ladies photography competition at the moment, make sure you check out @Pattanl on instagram to get involved. http://www.patta.nl/
Concept & Art Direction: Ace Dia & Violette Esmeralda Photography: Violette Esmeralda Make Up: Ace Dia Hair: Portia Williams Styling: Mila van der Linden Models: Sara Grabek & Georgia Palmer @ IMG London
Rebecca Naen
As a great lover of film photography, an a huge fan of your style of work. How would you personally describe your photographic style? Well first of, I should point out that I shoot both digital and film, probably an equal amount, but both are just as important as each other to me. Depending on what the shoot is and what it's for will determine which format ill use, but I think overall, my camera choice doesn't affect my photographic style. It's more a personal preference. So personally describing my own style....! I would like to think there's an ease and a naturalness to my work. I like to work in a reportagey way, the less structure the better. I like things to play out organically, and I think that gives my shoots a nice flow. How did you and Hayley McCarthy end up collaborating on your " Girls in... " Editorials? Are you two a duo to see more of in future? Mine and Hayley's "Girls in...." shoots just sort of happened. We were planning our first shoot together for a friend of ours, which then got postoned....but we decided we'd shoot anyway. We picked a brand, Hayley called the stuff in, I got a model and a make up artist, and on quite a rainy Saturday, we shot "girls in print". We talked to our good friend Alex Synamatix @ The Daily Street, and decided that because we all loved the first shoot so much, that we'd turn it into a 4 part series and showcase capsule collections of brands we were all really into. Since then me and Hayley have worked on some amazing projects. We've flown to Munich together to shoot for Adidas Originals, shot the puma uk SS14 lookbook, DC uk SS14 womens lookbook, numerous editorials, and we're just planning our next big shoot that will be out in the new year.
What are your main aspirations? Dream shoot? I've got my 5 year goals list. I've had an awesome year this year and have done everything I wanted to do and more! I'm hoping in the next few years to tick a few more things off the list, like shoot a global campaign, shoot editorials for big publications and work with some of the people on my "dream people to take pictures of" list. But at the end of the day, my big dream is to just be a photographer. To be able to do this sustainably for the rest of my working life. This year has been the start of that dream coming true, which I'm so thankful for! What are your views on streetwear for women? Would you like to see more for girls? I personally think, it is what it. The shape, fit and style of the menswear pieces, in my opinion, wouldn't work if altered for girls. It wouldn't be the same. If you're going to wear "streetwear", then you're wearing it because you like it as it is. It all comes in a size small anyway! I only wish they'd do the colour ways of men's trainers in smaller sizes!! Do you prefer shooting high-end or streetwear? I think it's quite hard to generalise high-end and streetwear, it would completely depend on the collection I think. I do like to shoot stuff that is accessible though, the type of outfit you'd look at and want to wear. Shooting menswear is my favourite in any capacity.
Any advice to young Photography students?
fashion
photographers?
All I can say is, keep shooting. Don't get ahead of yourself, and enjoy every minute you've got a camera in your hand. You've got to be in love with what you do. The fashion industry is not an easy one, so you've got to put absolutely everything you've got into it if its what you want to do. Don't be afraid to graft, we've all got to start somewhere. Assist, intern, and learn from every situation you're in. It's one of my favourite things about photography, you're always always learning something new.
“there's an ease & a naturalness to my work.�
30 DAYS OF TRAINERS. Monday
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sTuSSY WOMEN fall '13 '13 fall
The Fall 2013 collection draws inspiration from vintage ʼ80s and ʼ90s street to western and military, with an underlying theme of mixed textures and patterns, bringing details together with bold geometric and graphic designs. Highlights of the collection include oversized sweaters, a military style M-65 jacket with leatherette sleeves, western-inspired styles with denim and flannel touches, patterned leggings, and a nod to the “Year of the Snake” with a python motif.” We love everything that stussy is about, how it started from casual chilled vibes in skate and surf wear and how it has flourished and grown worldwide to an audience of such diversity ( some may have been unhappy to see it stocked in Topshop for fear of commercialisng and ruining/ tainting the brand) the brand really is for everyone and anywone. So much so they have now tailored a womens collection to have womanly garments, not just simply have women buying oversized items. A favourite brand for their progression, effective logo selection & their lookbooks. The notion of the ʻStussy Tribeʼ a world wide collective of people who follow the brand for its ethos, history, culture has made its stand in streetwear so successful and poignant. We are 100% in the tribe. Check out the fall collection here: http://www.stussy.com/us/womens/ Editorial feature here: http://www.stussy.com/features/stussy-womens-f all-13-collection (All images from stussy.com Photography By: Todd Cole)
PRETTY STREet
PATTA #SSS
our patta sss competition entries! enter yours via instagram! @pattanl #pattasnaps #pattasss
MON
NOCHROME CITY Monochrome city photography art direction styling mua
Phebe Welby-Jenkins Phebe Welby-Jenkins Phebe Welby-Jenkins Phebe Welby-Jenkins mode Felicity Rudd
GRIND LONDON INTERVIEW
How did your brand start out? What are your main influences?
What are your main goals as a new up and coming brand?
Like most brands that consider themselves to be Lifestyle brands, our daily routine (past and present) is the inspiration for everything. From the music we listen to, to the different London subcultures we we're involved in growing up. That's the foundations of the brand. But with each collection there will always be additional outside design inspirations, be it 60s Americana type faces, Japanese B Movies, 90s UK/ USA trends, or even the albums on rotation in the office during the design process.
Maintain credibility, stay true to self, do your cause justice
A solid foundation with a sponge like surface - stay true to you, but be inspired daily.
Very doubtful - stick to what you know - we're not a women's brand, but girls look good in our apparel.
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What are your views on street wear from women? My knowledge of women's streetwear is limited at best that probably says a bit about the state of affairs. Would Grind London ever do a collection for women, or make smaller sizes of existing items?
Tell us a little about " Bless Bonus Pack"
GRIND LONDON: AKA BADMAN ATTIRE, AKA RAP GAME TERRY WOGAN, AKA IRIE ATTIRE, AKA CRENSHAW CARTWHEELS, AKA THE LONDON LIFESTYLE BRAND, AKA EGYPTIAN CRACK COTTON, AKA BABYLON BULLY, AKA FUNK INCARNATED, AKA THE DARK SIDE OF THE SUN.
It's pretty much the outtakes of the Jah Bless collection that fitted the vibe of that drop, but not the Jamaican/British Dub Roots theme, so we decided to release as separate Bless Bonus Pack. And last of all, who do you think are pushing the best vibes in the street wear industry right now? There's some nice things floating around, but to be honest we're staying in our bubble right now. Grind London is everything.
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TOM BREAKS BREAKS MAG Tell me a little about Breaks Magazine. How did it start out? What were your main aspirations? We started it back in August 2012. Actually, we started it in February 2012 but we launched it in August. There was nothing out there that we wanted to read so we created it ourselves. I was really tired of the same bland blogs all posting the same shit, and we wanted to go and create original long-form content for the web as no one else was doing it. How do you collaborate to make features? - Do you personally write the interviews? Depends on the piece. Everything in each issue goes through me at some point. Most of our high profile interviews I'll write, sometimes with the help of one of the other editors. All of content is original content, whether it's created/written by us or a contributor. Tell me a little about the " Jah Bless " collaboration with Grind London? Jah Bless is actually their collection, but we collaborated on some of the activity around it. Breaks is also a creative content and marketing agency and the majority of that work happened under that banner. We worked with Grind to market the exclusive lookbook and we produced the launch party at Footpatrol. What are your views on streetwear for women? People like MTTM (Married To The Mob) have been around for a minute, but isn't streetwear exactly what you make of it? Like, most things can be worn in a 'streetwear' style, but the traditional 'streetear' look always revolves around tshirts and jeans, which are two silhouettes that are traditionally 'male'. What excites me about female streetwear is anybody pushing it a bit and not playing within those boundaries. Unfortunately, I don't think there's enough of it at the moment, although I will say that Man Up Girl are doing a fucking good job. Where do you hope to see Breaks mag in a few years time? Any dream features you would like to create? Hopefully taking over the world? My vision is it to be a multi faceted brand where you can read us, come to our events, wear us, and learn through us. Thats the plan. Any advice for design and journalism students in terms of creating their own zine or getting involved within a similar sector? Yeah, just do it. Don't listen to anyone saying you can't do it, ever. And don't get too bogged down in proper practices or 'the right way to do it', there is no right way to do it. Oh and don't just create another streetwear blog PLEASE, there are way too many of those already. Do something original.
“
My vision is it to be a multi faceted brand where you can read us, come to our events, wear us, and learn through us.
http://breaksmag.com/ http://www.grindlondon.com/
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BENAIAH MATHESON Tell me a little bit about your own brand? How did it start out?
I never planned to have a clothing/appbrand, I'm an artist first and foremost. Art was my focus, then the opportunity came up to set up a shop and I already had many sketchbooks full of clothing designs so it all kinda fell into place. How would you describe your style? I love style and texture so I mix styles and textures all the time. Yesterday I was in grey nike trackies (classic), maroon BM hoodie, orange n yellow Walsh runners and a thigh length bright orange nike puffa coat from Paris & today I'm rocking Dm's, stone wash jeans, check shirt, Woolley jumper & a tan Gloverall dufflecoat. Two completely different looks but still very much me. What are your main creative influences for your brand and style? I'm influenced by the world and the honesty of true functional style and my art of course. Future aspirations? Any dream direction or collection you would like to make? The future is looking SICK tbh. I want to create as freely as possible with my art n fashion and drive my black Ferrari 458 italia. I'd like to tell you more about what I'd like to design but I hate talking about my ideas, I can say that 97% of people who know the brand have no idea about how creative I want to get with the brand but this is veeeeery understandable. Any advice for young designers and fashion student who plan to create their own brand? Know what you want, don't sleep, get it!
And finally what your opinions/ views on street and skate wear for women? Would you like to see more unisex clothing or more women specific? In terms of women's street fashion I think y'all are lucky! I do see a gap for a women's lead Streetwear brand but not for a unisex brand unless you plan on starting with a huge collection from the get go. Married to the Mob do well on the women's front though.
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