Images from S/S10 ldeeen by Dan Moody

New York-based emerging label Ideeen’s two designers, Junko Hirata and Atsuko Yanase, have a knack for beautiful textiles and elegantly translated streetwear. For S/S10 their African-inspired collection built upon signature looks from F/W09, including lace-up skinny denim and dreamy prints, kicked up this season with more embellishment, treated lace and deeper colors.

Deanne: I am fascinated by your name, Ideeen; can you tell us a little bit more about it?
Ideeen:Ideeen comes from the Dutch word meaning ideas. And the reasoning behind the spelling, which uses three letter “e”s, is that it makes the word plural.

Deanne: For the past two seasons you have given us some stunning prints, with floral pastels for S/S09 and hard acid wash for F/W09. Can you tell us about the mood and inspiration for S/S10?
Ideeen: Our collection for S/S10 is based on Africa. We chose Africa because of the focused culture that is found in the clothing. Tradition, symbolism and nature are deeply rooted within the garments, as is functionality. These are all things that we feel the mass market and the consumer have forgotten—due to mass production and commercialization. Swarovski Crystal Elements sponsored us this season, which let us incorporate raw materials with new development. For example, we were able to incorporate crystal glazed sheeting, which is like a sew-able semi-transparent rubber with crystals fused on. We found this combination to not only be modern but powerful as well. We also printed on sheer knits, focusing on the symbolism for female fertility; full of voluminous, and curved lines, using soft draping and asymmetrical lines.

Deanne: Give me three words that best describe your ideal customer.
Ideeen: Unique, refined, eclectic.

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