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INTERVIEW | Joyce & Dana from WALD Berlin
WALD Berlin is an intimate and surprisingly different fashion store in the heart of Berlin’s uber-trendy Mitte district. Owned by Buyer Joyce Binneboese and Creative Director Dana Roski, WALD (which means forest in German) is branching beyond it’s fashion boutique confines to work with stylists and publishers on their own bi-annual magazine.
Muubaa partnered with WALD for Wald Fashion Issue No.2 which was launched to the press last week, together with our A/W 2013 collection, at a Muubaa X Wald in-store party. While we were there we took some time out to ask Joyce and Dana some questions about their store, their style and their Berlin:
What was it that brought the 2 of you together?
Joyce, did an internship at my styling agency when she was 18. From this date on we did everything together, private and work-wise. We also started to work together at WALD as sales persons.
Why did you decide to open a fashion store?
WALD actually rather decided to open with us. After we worked 6 months as sales persons there was a big change in the management. We had the possibility to take over the shop one day and we just decided to do it.
What is your design/buying philosophy?
Just buy what you don’t want to live without. Never buy with the brain, always with your heart. Forget every rule and all logic. Be brave and different even though you might be the first.
Muubaa’s design philosophy is about pushing boundaries and inspiring with new possibilities. How does this fit with your store?
Breaking rules and doing things differently is a big part of WALD. If we would have done everything in the expected way, WALD wouldn’t be WALD as it is today.
What kind of customers do you have?
Customers with a love for fashion. Often they have creative backgrounds. They all search for a special item which is unique in Berlin.
Any famous ones?
We have a lot of German actors, singers and artists. In general we have a lot of people from the Berlin art scene coming in but also international ones like Elisabeth Jagger who loves our shop.
Why should I shop at Wald?
Because we are flying all over the wd to bring the most unique and fashionable styles together. At WALD you find a hand-picked selection of pieces from design talents from all over the world that otherwise are mostly unavailable in Europe. And maybe also because they have the most charming Wald Girls advising and styling you.
Describe the style in Berlin at the moment?
Still quite sportive, young and also avantgarde, always in movement and with an artist-touch.
Top 3 fashionable hot spots in Berlin right now.
DUDU (Asian Fusion Restaurant), Kingsize Bar & Hamburger Bahnhof (Museum of Contemporary Art).
Where in Berlin should one go for breakfast/brunch?
Cafe am Neuen See in summer.
What is a typical day in your working life?
Everyday is different actually. At times we travel a lot to cities like Paris, New York and Copenhagen for the buyings. When we are in Berlin, we might work on our Wald Issue Magazine or we are preparing a launch party with a cool brand in the shop. Moreover we have meetings with our customers in our shop to style them. No day is like an other. We try to see everyday as a creative experience and try somethin new.
How would you describe your style?
Classy, elegant with a hip-hop influence.
What are you listening to/reading at the moment?
Deephouse and the DJ “Keinemusik” from Berlin.
Do you have a fashion rule that you never break?
Never use a cheap perfume.
Are there any fashion icons or famous people whose style you admire?
We love the style of Florence of Florence & the Machine. She is brave, fashionable, funny, different and ambitious – just like we would describe us as a shop.
What are your three favourite fashion items that you could not live without?
Except Muubaa : Nike Jordans, the simple white A.O. cms T-Shirt from our shop and our Pierre Hardy bags from Paris.
If we designed a Muubaa jacket just for you what would it be like?
It would have a motorcycle back and a classy shape. Not too much on it, simple with a perfect cut. Probably a mixture of lamb fur and patent leather in black.
INSIGHT | Muubaa In Johannesburg
Image courtesy of Play Braamfontein http://www.facebook.com/playbraamfontein
Johannesburg may not be the first place that comes to mind when you think of fashionable cities. However, with its own Fashion Week twice a year since 1996, new designer malls like Sandton City and design hubs like 70 Juta Street, Jo’burg is ready to take its place on the international scene. Muubaa were there this week to open in some new stores and we met up with local Muubaa representative and Brand Manager at Square Hip Distribution, Batia Surat. We asked her a few questions about herself and Johannesburg.
What is your background and how did you get into fashion?
My great grandmother owned a CMT (cut, make, trim) in Krugersdorp in the 60s and my grandmother passed on her love of fashion to me. I knew from a very young age that I wanted to work in fashion.
I received a Bachelor of Arts in Fashion from the London International School of Fashion in 2009 and began working in Retail at Mango. I then went on to manage various international brands such as Banjo and Matilda, Bijules, Cyk and Silvian Heach in South Africa before working as Brand Manager for Square-Hip distribution where we distribute, merchandise, market and do the general management for Muubaa.
What is a typical day in your work as a brand manager?
Wow, where to start! I start off my day checking all emails and getting my admin work in order. I then check on all our stores; stand alone or independent! I will normally visit our retailers to see how they are merchandising our brands, spending a little time fixing up the stores to make them look perfect. On delivery days I will tag all the stock, separate it into stores for delivery and send it out. A couple of hours a day is spent calling boutiques and spreading the word about our brands. In my spare time I update our Facebook and Twitter feeds with any new up and coming information so that our consumers get full brand awareness.
How would you describe your style?
My style is very old-school. My inspiration definitely comes from Hollywood 50′s style. I like vintage looking pieces with lace, pearls and a little embellishment. I’m often out in a pretty dress or some high waisted shorts teamed with peep toe heels.
What are your three favourite fashion items that you could not live without?
A pair of pearl earrings, a great pair of heels and a versatile leather jacket that works in any type of weather!
If we designed a Muubaa jacket just for you what would it be like?
It would definitely be a black jacket with laser cut lace detail on the collar!
What do you think Jo’burg’s style is and what has influenced it?
I think there are many different styles as our culture is so diverse. We are called the rainbow nation after all.
There has always been a theme of people incorporating African culture into their clothing and most recently we’ve seen the the hipster trend getting really big (influenced by the opening of UK High Street stores in the last two months). It’s a really hard question as there is no set trend for South Africans.
Tell us a bit about what’s going on in Jo’burg right now. Where should we be heading for great food, fashion and culture?
Braamfontein is definitely the most happening spot in Jo’burg at the moment. It’s a recently redeveloped part of town that had been rather neglected that is now buzzing with rooftop bars and clubs, old stores and warehouses that have been converted into markets and a vintage cinema called the Bioscope. 70 Juta Street is a relatively new, super-trendy hub of restaurants and retail spots that is fast becoming Johannesburg’s next place to be seen.
For breakfast I would definitely visit Tashas, an upmarket restaurant in Sandton where you can have everything from muesli to a traditional English breakfast. If you are in Jo’burg over the weekend Arts on Main or Neighbourgoods Market is the place to go for delicious and different dining. For lunch Salvation Café at 44 Stanley has a chilled alternative vibe where you can get the best gourmet burger in Jo’burg, with the most amazing relish, and for supper I would definitely head for Turn and Tender in Illovo for a great steak!
For high end fashion shopping you can’t beat Sandton City for size and choice but if you want a more edgy, alternative vibe I would visit 44 Stanley and anywhere around Braamfontein.
Muubaa has just launched in Johannesburg in Stuttafords stores in Sandton and Eastgate Shopping Centres with a selection of our current (SS 2013) collection including Minsk Padded Biker in Silver, Agena Leather Jacket in Sandstone and Persei Leather Skirt in Black.
BLOGGER STYLE | Miista X Muubaa
Yesterday we hooked up with our good friends and fellow East London brand Miista to co-host a Miista X Muubaa bloggers styling event with four internationally acclaimed fashion bloggers and local film crew in an old converted textile factory only five minutes from our offices.
The concept was simple: Show how a basic outfit can go from ordinary to extraordinary with the addition of a killer leather jacket and some next level kicks. Step by step we had the bloggers break down the outfit creation.
Step 1: Throw on your favorite basics. That t-shirt you love like a best friend, the jeans that do magical things from behind, the jewelry that’s always on your body…they’re all invited!
Step 2: Select your Muubaa! We all know that a gorgeous leather jacket can take a look over the top — and with the diversity of designs offered in our A/W 2012 collection, it’ll be a piece of cake!
Step 3: Get some Miistas on your feet! Their Electric Witches collection offers a huge range from cool and edgy to sleek and sophisticated — and we know there’s a pair for each and every girl!
To help us out we had Shini Park from Park & Cube, Camille Kaasby Wang from Clamour 4 Glamour, Alice Zielasko from Alicepoint and Chantal van der Meijden from Cocorosa. Each bringing their own special twist and sense of style to the day.
Below area few photos of the day to give you a flavour of what went on. Keep an eye on our and their blogs for the video coming soon..
Camille, Clamour4Glamour, in her Silver Minsk
Chantal (Cocorosa) in Muubaa ombre biker and gold Miistas
Shini (ParknCube) just looking.
Can a girl ever get enough shoes?
INSIGHT | 5 Classic British Designs
To mark the Queen’s Diamond Jubilee celebrations this weekend, we have compiled a list of our top five British Design Classics of the last 60 years. Nominated by members of the Muubaa team.
Vote for your favourite on our Facebook page for a chance to win £150 to spend on a Muubaa British Design Classic.
CLICK HERE
1. The Sex Pistols, God Save The Queen single artwork designed by Jamie Reid 1977.
“I’ve always loved the way that this image pokes fun at the British Royal family. Now an accepted piece of art, design and cultural history that has been reproduced and re-worked in so many different ways, it’s hard to remember that back in 1977 it really did shock the British nation.
Discovering the Sex Pistols as a teenager in Sweden long after they had disbanded, I still felt the excitement of punk and it’s anti-establishment stance. At the same time, however, I viewed them as much a part of the “Britishness” as the Queen herself.”
Cecilia, Muubaa PR.
2. i-D Magazine logo and cover by Terry Jones 1980.
“i-D magazine’s photographic and typographic style is immediately recognisable and the logo, a stylised face winking, is an important part of the publication’s identity. It denotes being in the know, suggesting to the reader they’re entering a secret club.
Back in the 80s, it was the only magazine covering London based music, clubs and fashion that reached rural Suffolk and was my first indication that Young Farmers Discos were not the only nightlife available out there.”
Ruth, Muubaa International Sales.
3. The Barbican Estate & Complex, London, designed by Chamberlin, Powell and Bon 1957
“Designed in the unforgiving British Brutalist styIe, the Barbican makes no concessions to other more traditional architectural styles, while still acknowledging their influence. It makes me feel like I’m walking through a 60s vision of a socialist utopian future.
Controversial when opened and still likely to stir up strong feelings today, it was voted “London’s ugliest building” in a Grey London poll in September 2003. In my mind, however, The Barbican Complex is proof that concrete can be beautiful.
Simon, Muubaa Marketing.
4. Pirate Boots designed by Vivienne Westwood 1981
“Originally only available for a limited time in 1981, demand for these typically quirky Westwood boots was so high after Kate Moss wore a vintage pair in 1990 that they were soon put back in production. They are now one of the most highly sought after fashion classics. being reinvented every season in new colours and slight design variations.
Beautiful slouchy soft suede with contrast leather straps, they are amazingly versatile and can be worn with just about anything, dressed up or down. I’ve had mine for years and they only get better with age.”
Christiana, Muubaa Design Director
5.The Mini, designed by Sir Alec Issigonis 1959
“Watching The Beatles’ Magical Mystery Tour with my parents, George Harrison’s psychedelic Mini took my breath away; a car in harmony with the dynamic, unorthodox soul of the Sixties.
The British ‘miniature box’ was a rebel created to stand against the German ‘bubble’ cars that dominated the market. Now the most popular British car ever created and a globally distinguished icon, the Mini is surely a milestone of Classic British Design”
Kiri, Muubaa Ecommerce
Don’t forget to vote for your favourite for a chance to win £150 to spend at Muubaa.com. VOTE HERE