When it comes to fashion, there’s stiff competition online – but this hasn’t fazed the creators of Dirrty Store. With nuances of sport luxe and a boatload of ultra-feminine appeal, the label is the brainchild of two South Londoners who just so happen to be men. Johnson Odimayo and Emmanuel Williams met by chance at Westfield, Stratford in 2015. Back then they never envisaged they’d be heading an international fashion brand in a few years’ time. Spell talks to the duo about building a global empire, one hem at a time…
Stephanie: So, for those who don’t know much about Dirrty Store, tell us more about it?
Emmanuel: Dirrty Store is a global female brand. We originate from the UK; Johnson created the brand from the get-go and now we’re expanding into the US Markets and some parts of Europe. So, we’re very much on the up right now. Wcan consistently feel ourselves growing on a week to week basis but we’re just getting started.
Johnson: I started the line back in 2013 when I was in college. The idea just randomly came to me, I started designing in class and then just went with the flow from there. This then developed into me printing jumpers and T-shirts, that’s how we really started, as just a jumper and T-shirt brand.
S: Wow so this is what you were getting up to in college? Impressive. Can you tell us more about your background and education?
J: Yeah (chuckles) people who’ve followed the brand from its early stages can see the evolution of the brand. In college, I studied art and design and then I went on to further education and completed a course in fashion textiles at the London College of Fashion- here is where I honed my skills. I learnt how to do pattern cutting and sew clothes.
E: My background is more focused on business. I stepped away from a career in project management. Which is good, because me and Johnson have a nice balance. He’s more focused on the designing and I’m more focused on the business element and together we’re a good combo.
S: What sets Dirrty Store apart from other fashion e-commerce /Instagram brands?
E: My answer to that is the quality of our presentation. The look of our brand. When people see Dirrty Store they see that we have that wow factor. From our social media platforms, evendown to our commercial and overall general marketing, everyone can see we’ve put in both time and effort. Whereas a lot of other fashion ecommerce brands just take pics and post it online and hope it sells. We take a different approach, we also have Johnson as a designer, and he makes our pieces even more unique.
J: I 100% agree with Emmanuel. I also study what’s on trend and look out for what females really like and what they want to wear, and I just try and put my own twist on it and make it different.
S: Do you take any inspiration from any females close to you? So, like a sister or a girlfriend?
J: yeah, yeah a few girls. [All laugh]
S: Why’d you make it sound so shady?
E: Yeah because he tying to say he has a few girlfriends that’s why. [All laugh]
S: Oh a few girlfriends! Okay that’s making it in the article.
J: No, [laughs] I do just mean female friends, just to clarify. But yeah sometimes my female friends would help by saying we should try this, and we should try that, and I try and take it in. Sometimes, I just look at what female artist are wearing and take inspiration from there.
S: There’s been a lot of talk on various social platforms about audiences blindly following brands just because they have a popping influencer, rather than the audiences appreciating the brand itself- Do you feel there’s a pressure to set yourselves apart from this trend?
E: I feel like that’s just a part of the game. I think every brand follows that same format. Especially when you look at the more popular brands, they follow that same format. It’s followed because it’s very powerful and effective.
S: You’re followed by a few social media influencers such as Cassie Lokko, and Jennifer Freeman is the face of your new campaign. -Who would you most like to see styled in your pieces next?
J: Yo bro who’s your crush?
E: [Laughs] you’re just putting me on the spot.
J: Sorry bro I had to
E: Right from a stylistic point of view, I wouldn’t say she’s my crush, but I would say Duckie Thot.
J: Maybe also someone like Jayde Pierce, Yeah, she would be dope. But ultimately Rihanna would be the all-time dopeness. We can unanimously agree on this.
S: How do you stay relevant in such an oversaturated market?
E: It all boils down to planning
J: Yeah, we plan a lot we have mood boards and plan for the year ahead.
E: How we stay different is by having unique pieces, different marketing campaigns and commercials. I don’t want us to fall into this bracket of just another ‘fashion brand’. When you look at some of these other brands, I’m not calling out anyone but take Oh Polly for example, they simply just sell and that’s it. Our brand is a whole experience which is why people gravitate to us so much.
S: Okay boys, here are some quick-fire questions. Top 3 tips for starting a business?
E: Number one, believe in your product/believe in whatever you’re trying to do. Number two, have a structured plan and number three don’t be afraid to try something new and just go for it.
S: Where do you see yourselves in the next 5 years?
J: Being one of the biggest fashion brands out there.
S: What’s next up for the Dirrty store brand?
E: We have a New Collab collection coming soon with Noorvana. They are also an amazing fashion brand with a good following. So, this collaboration will be worth the wait.
S: Lastly, name your top 3 fashion brands?
J: Off White, Louis Vuitton and Dirrty Store.
Shop Dirrty Store here.
