Do you wear your heart on your sleeves?
Text by Emese Dobos
Photos by Dávid Ajkai
Interest towards sustainability is bigger and bigger so conscious fashion brands are booming at the past few years as well. It is worth to follow WYHOYS: an organic, transparent, sustainable fashion brand from Hungary which offers cool design from high-quality materials.
Every brand has a story behind them: the story behind WYHOYS is its mission.
Designer and founder Lilla Pápai wants to lead people’s attention to environmental and social problems of our Earth with every collection. Probably the weakness of the new wave of sustainable, young brand are ’not cool enough to adore it’ design and too direct ’you live your life in a wrong way’-messages. But this is not the case at WYHOYS.
Every single pieces are designed and made locally (in Hungary, of course) under the watchful eyes of the young designer. GOTS-certificated and made-by-herself materials, furthermore a new level of zero waste production (Lilla re-uses all of the waste during design, modelling and production, that is how cool hangers made from patterns) is not enough, these requirements are so basic if you want to launch a sustainable brand.
What can grab the attention?
Yes, great, ’can’t live without it’ design is the answer.
Hard work always pays off: Lilla won the annual prize of renowned Hungarian Design Award this year with the WYHOYS’ debut AW17 collection named ’Wear your heart on your sleeve’. After the huge success of the first collection Lilla continued to unsew the inspiration behind oil pollution with SS18 pieces.
Environmental impact, biological process and the visual world of pollution inspired her. She attracts the attention with lace-knitted T-shirts and dresses, sporty but sophiticated pieces which represents a simple, relaxed way of dressing up. Dominant colours are neutral white, grey and black, a little bit of light yellow smuggles the breath of the upcoming spring.Next to knitted oil-patterns, the letters of WYHOYS and checks fly across the pieces.
Which is your personal favourite?
" Whisky, gambling and Ferraris are better than housework.
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