Keeping it real. Dimepiece is rocking LA and the UK.
Noting the recent rise of slogan tees, fashion writer Kate Lawson interviewed the brains behind the go-to-label for ‘slogan power meets girl power’ Dimepiece for the Huffington Post. During the designers’ recent trip to London, co-founders Ashley Jones and Laura Fama spoke to Kate about the rise of the femme streetwear label they founded in 2007, what’s next in store for Dimepiece and reveal how Cara Delevingne became a loyal fan.
Despite their growing celebrity fanbase that includes elite Brit celebs Cara Delevingne, Jourdan Dunn, Jessie J and Ellie Goulding, the label remains down to earth. This is precisely where their success lies. In the Huffington Post interview, the designers admit, “We never intentionally targeted anyone at all, they came to us. We always tell people all the girls who wear our label are our muses, it’s not one person, especially if that one person is super rich and beautiful, then that’s not really realistic.”
Dimepiece’s most punchy slogans include ‘Treat Your Girl Right’, ‘Love Don’t Pay The Bills’ and Dimepiece branded clothes (the brand name itself is a nice play on words!) – as well as the ‘Ain’t No Wifey’ line so tightly associated with supermodel Cara.
“With Cara (Delevingne), it was before she became a huge name, and she placed an order online for $500 and we were like, ‘who the hell is buying $500 worth of clothing?!’, normally people were buying one or two pieces, but not the entire collection! And when she wore the ‘Ain’t No Wifey’ tee, that’s when the brand started to get more recognition, actually in a lot of the early press pictures of Cara she’s wearing Dimepiece LA which is really cool!”
Ashley and Laura reveal how their inspiration for the lines they create come from real women. “We talk to our girlfriends all the time about their relationships and their feelings and what they’re doing, and even talking to random people opens up the dialogue for how women are feeling – we get inspiration for our designs from all of that and then women relate to the slogans they see on our clothes and feed off of them, and they’re like ‘Oh my god, that’s me, that’s me!’”
Going forward, Dimepiece are continuing with “streetwear and casual clothing that’s realistic for women to wear” and could see themselves collaborating with a brand like Dr. Martens. Hell yeah! The design duo is also dreaming of opening a flagship store in LA. At the moment they are working from online throughout the US. In the UK, Dimepiece is available online at ASOS and in stores at Selfridges.
Scroll down to see an edit of some of our favourite recent Dimepiece celebrity press. See a snap of Ashley & Laura at the Self Service Showroom and read up about their exclusive Dimepiece London Summer Party or flick through the party’s photo album.