FESP A NEW PROJECT BY THE DDM TEAM

the label is introducing a new Project/Initiative that collects old materials which may be anything from curtains, sheets, table cloths, pillow cases, scrap fabrics and clothes that are no longer wanted or needed by the general public the label recycles the clothes gives the clothing a new lease on life, This idea was inspired by the effects of misusing clothing and fabric on our environment , in our research/studies we have found that 1million tonnes of textile and fabric are being thrown away every year of which 50% are recyclable as a up and coming fashion label we want to introduce something that has not been done in Port Elizabeth, a:

 

ENVIRONMENTAL BENEFITS OF RECYCLING CLOTHING:

1.    Reduces the amount of pesticides, petroleum and water needed to grow and dye fabrics.

2.    Cuts down pollution, greenhouse gases and volatile organic compounds released into the water and air from the fabric manufacturing process.

3.    Reduces the need for landfill space/land for growing raw fibres

4.    Reduces pressure on natural resources

5.    Helps to lessen energy consumption and pollution as fibres do not need to be manufactured and transported.

 

BENEFITS OF RECYCLED CLOTHING TO THE CONSUMER:

1.    We give back to the community by donating 30%of the clothes we revamped to a local charity.

2.    Lower prices compared to buying new clothes

3.    South African job creation

4.    Unique and exclusive vintage clothing that’s creating environmental sustainability.

As young students running a label and having this vision of creating a fashion environmental sustainability initiative.

WHAT IS THE BRAND ABOUT

DDM is a fashion label which may be defined as “New Africa Fashion”. The brand is about creating ready to wear clothing that has an African and Bohemian twist to it. This fusion of African and Bohemian styles is truly relevant as tribal styles, bold prints and boho styles are currently in fashion for 2012 and 2013.The reason for the wide interest in these three trends amongst South African young people is the globalisation of today’s youth, everything is a fusion of many different styles, eras and a combination of various ethnic prints from different countries and tribes of the world. This is an energy I want as the distinguishing factor of DDM the label from other African wear designers, the label will also fuse vintage and European styles in this process of creating authentic, youthful and African garments

DDM inspired

As a designer we are taught that creativity and inspiration are not something you wait for but rather something you must actively seek with each moment of your existence. I am inspired by many different aspects of life and existence but I have four main points of reference that I have touched upon in the article which inspire my sense of style and contribute to the styling of DDM photo shoots and designs, these points include the following:

 

1.   GLOBALISATION: The one world community and how different people are sharing ideas, styles, fabrics, traditions and thoughts.

2.   BRENDA FASSIE (THE MADONNA OF THE TOWNSHIPS):  This has to do with township living as a sub-culture birthed during the apartheid era. This sub-culture has a fashion and music that is unique to it. Brenda I feel embodies the out-spoken township woman who’s in touch with her sexuality and desires to grow beyond the invisible fences around the townships (DDM as a woman’s wear label).

3.   THE BOOM SHAKA ERA AND RASTAFARI MOVEMENT: these two have one aspect that ties them together in my mind =the extravagant and exaggerated head wraps, on a deeper level though Boom Shaka to me will always symbolise the expression of SAs freedom and the excitement of the young people in the 90s when freedom was a new concept to South Africans of all races. The Rastafarian movement on the other hand was a reaction against colonialism by Jamaican slaves who decided to go back to their roots by growing natural hair and developing a sub-culture which would help them feel more in touch with their ancestors or their blackness, it spread to other continents and is represented by long dreads and turbans which symbolise freedom and could be considered a sign of respect and discipline.

4.   ANCIENT TEXTS AND SYMBOLISM:

This has to do with the preservation of ancient ideas and methods of making fabrics, designing and traditional wear by fusing it with what people feel most comfortable in=casualwear . Just because we live in a more globalised world doesn’t mean we should let go completely of our ancestor’s symbols and messages they left for us, this applies to people of all tribes, races and nationalities. Somehow I think if people wear clothes that incorporate prints of symbols it could inspire young people to study the meanings of the symbols and learn more about human history lol I guess it’s my little contribution to the betterment of life, we all play our little parts and together collectively we make change. DDM is about mixing the old with the new

DDM :on a intresting NOte

         

WHAT ARE YOU INTERESTED IN,

             BESIDES FASHION?

I’m interested I’m world history, socialising/ networking, travelling, reading, media, music, poetry; drama.... the list is endless. I can say as a creative person there are few subjects that don’t evoke interest to me as I’m constantly on the lookout for inspiration and it could come from anywhere even things, people, experiences and objects you would never expect.

 

HUBLE BEGININGS of DDM

WHEN AND HOW WAS THE LABEL STARTED

My label was a seed growing in my mind from 2011 after attending an entrepreneurship business start-up short cause at SEDA, which aims to equip young, passionate, go getters with the necessary skills to begin and run a small business. I spent a year writing down all my business ideas in a business journal, which later was refined and developed into a DDM for shizZle business plan. The label was started last year in October when, after much brain storming for a name and figuring out how I would manage to pull it off, as I am still a student and my studies occupy most of my time. I launched DDM by means of fundraising beach stalls at the beach in the Summer of 2012, from there I have been buying fabrics and doing continues photo shoots to advertise and promote the label by blogging, a Facebook and twitter account were I take orders from people around Port Elizabeth and the nation at large, I consider marketing and PR as one of the labels strong points of the label.

 

DDM WISHES TO PARTNER WITH BIGGER BRANDS

.  IF YOU HAD TO PARTNER UP WITH A CLOTHING STORE, WHO DO YOU WISH, TO PARTNER UP WITH?

I certainly think Mr Price; I look up to this brand as it has become a student and young people’s store this is because they have found a way to turn high fashion into affordable clothes that students and young people can afford ,even with their left over allowance. I love students and I feel I understand the struggles of the typical student and I know that clothes can be too expensive so we always look for cheaper yet stylish shops and Mr Price is it.

WHAT DOES DDM MEAN>>> LOGO AND BRAND CONCIOUSNESS

 HOW DID YOU, COME UP WITH YOUR LOGO AND WHY?

As I mentioned I am also the graphic artist of my label so coming up with a logo and name for the label had to do with what I wanted people to know about the label by just looking at the logo which is that its youthful, professional and trendy. I needed a logo as one of the keys to great marketing is branding and having brand identity. The vision was to establish a brand called DDM: for shizZle – DD is an abbreviation of my Xhosa name Vuyolwethu which when translated is Destar Dimtsu in the Ethiopian language of Amharic. The name means “joy of the people”. M: is for Menen, which is a title given to the most beautiful and respected women, this also represents the feminine energy of the brand as is it run by a young female and is targeted at young females too. For shizZle:  is an interactive play on words that represents the youthful nature of the brand and is a reflection of my personality, which I want to bring to the garments that are created under the DDM label.

DDMs short review on the SA fashion industry

1.  WHAT DO YOU THINK ABOUT THE FASHION INDUSTRY IN S.A?

The SA clothing/fashion is a booming industry as clothing is a basic need for all humans this also makes it a very competitive industry as bigger brands are able to produce and distribute at lower prices than smaller labels. Regardless the industry continues to grow because people are becoming more and more fashion conscious; everyone wants to be fashionable and have the latest clothing trends or even have a custom item of clothing that can’t be found in the shops, this allows fresh variety coming from small upcoming labels such as DDM to thrive.

 

DDM MULTI-TASKER

1.  YOU ARE THE DIRECTOR, HEAD DESIGNER OF THE LABEL AND FACE OF THE BRAND, HOW DO YOU HANDLE THESE POSITIONS?

Well, since my label is still small and up and coming I’ve found myself having to fill most the positions as I am still a student and can’t yet afford to employ and pay workers I am also the graphic artist of the DDM label. I think for now I’m handling these positions with ease as most of what I do for the DDM label is erne’s I enjoy running as I am passionate about seeing the label succeed. I must say I love it though and feel like for now I need to spend my time nurturing the brand and directing it towards the visions I have for it. For now though a DDM team is slowly growing with the addition of my photographer and NMMU student Felix Maponga And a new face for the label Newi Msundwa, also a NMMU students. I now feel I’m ready to take the back seat and focus more on my studies and the creative and professional side of running a label.

DDM inspiration

As a designer we are taught that creativity and inspiration are not something you wait for but rather something you must actively seek with each moment of your existence. I am inspired by many different aspects of life and existence but I have four main points of reference that I have touched upon in the article which inspire my sense of style and contribute to the styling of DDM photo shoots and designs, these points include the following:

 

1.   GLOBALISATION: The one world community and how different people are sharing ideas, styles, fabrics, traditions and thoughts.

2.   BRENDA FASSIE (THE MADONNA OF THE TOWNSHIPS):  This has to do with township living as a sub-culture birthed during the apartheid era. This sub-culture has a fashion and music that is unique to it. Brenda I feel embodies the out-spoken township woman who’s in touch with her sexuality and desires to grow beyond the invisible fences around the townships (DDM as a woman’s wear label).

3.   THE BOOM SHAKA ERA AND RASTAFARI MOVEMENT: these two have one aspect that ties them together in my mind =the extravagant and exaggerated head wraps, on a deeper level though Boom Shaka to me will always symbolise the expression of SAs freedom and the excitement of the young people in the 90s when freedom was a new concept to South Africans of all races. The Rastafarian movement on the other hand was a reaction against colonialism by Jamaican slaves who decided to go back to their roots by growing natural hair and developing a sub-culture which would help them feel more in touch with their ancestors or their blackness, it spread to other continents and is represented by long dreads and turbans which symbolise freedom and could be considered a sign of respect and discipline.

4.   ANCIENT TEXTS AND SYMBOLISM:

This has to do with the preservation of ancient ideas and methods of making fabrics, designing and traditional wear by fusing it with what people feel most comfortable in=casualwear . Just because we live in a more globalised world doesn’t mean we should let go completely of our ancestor’s symbols and messages they left for us, this applies to people of all tribes, races and nationalities. Somehow I think if people wear clothes that incorporate prints of symbols it could inspire young people to study the meanings of the symbols and learn more about human history lol I guess it’s my little contribution to the betterment of life, we all play our little parts and together collectively we make change. DDM is about mixing the old with the new

DDM colour makes the world go around

Colours make the world go around, especially on the African continen, this DDM dress is made from a combination of cotton and java prints which at some stage were the official royal wear of Africa. the dress is awesome as it worn out to dance and to chill out during the day. Its important to collect items of clothing that are versitile and free for all sorts of weather conditions and occation>>>its a must

DDM expression of love

I love Media and the influence it has on fashion, this inspires me to network and work hand in hand with the designers in close proximity to DDM, the skirt in this picture is a featured skirt from the fashion label (HEARTBEAT CLOTHING) .
 Maxi dresses to me will forever be a symbol of royalty and pride in the fact that I am a woman in the fashion industry>>> Every woman needs atleast one maxi skirt in their closset, on some days we just need to leave a little to the imagination>>> FASHION CAN BE YOUR EXPRESSION

THE BRANDS LOGO

DDM tag

DDM original crop top and Madona shorts

 

Destar Dimtsu Menen is not only the creative director and head designer of the label, but is also the face of the brand. I felt this was relevant as the style of the brand braches out from my own personal sence of dressing, for me fashion is about full expression of ones most personal inner thoughts and sub conscious. Styling is my favourite aspect of fashion and I feel that it is not only about what you are wearing but mostly how you wear it and make it diffrent from the next person wearing the very same item of clothing.