It’s been sometime since I featured a fashion brand- I’m happy to have Demi Lewis, born in Colombo, Sri Lanka and raised in Vienna, Austria. The idea for ISLAND GIRL was first introduced in 2016, and was launched in 2018 in Austria, focusing on products with a unique twist made to be rebellious and shiny at the same time. Sustainability knows no gender, and since launching ISLAND GIRL its concept was to create a clothing and accessories brand for those whose style falls in the in between.
I have been following this brand for sometime. It has such an island vibe with breathable fabric making it so easy to wear during our very hot New Year season, or surviving through these power cuts.
Check Island Girl out on Instagram, Facebook and shop at Design Collective.
I think it’s all about a brand’s quality and philosophy. You should stay true to your values and the right customers will find you!
Q What sparked your interest in fashion?
I started off with sunglasses, as I wanted to sell a product that you can take on your journey to paradise… eventually merch was requested by so many of my clients, that I started with t-shirts. The most important part about the t-shirt production was the fair sourcing. All our t-shirts are: 100% ORGANIC COTTON and certified with
• GOTS • Oeko-Tex • Fair-Wear • Peta approved Vegan
QTell me about your collection which you have featured in this shoot?
Our t-shirts mainly represent a minimalistic look - you can wear them casually, but they’d also look great with a suit or anything glamourous. It’s about how you mix and match our t-shirts. This collection is our Summer 2022 that obviously reflects our most favourite quote “YOUR VIBE ATTRACTS YOUR TRIBE” - which means that the same energies will always be drawn towards each other. Because we are energy beings we tend to draw people with similar energies in our lives. Think positive, stay around positive people that lift you up and remove yourself from toxic energies! Make sure to smile!
The t-shirts come in three easy, combinable colours: White, Black, Vintage White.
QTell me about your brand name and what you want to leave back as a TRADEMARK for your brand?
ISLAND GIRL is you, me, all of us - ISLAND GIRL is something bigger than just a brand, it’s about empowering women, empowering genderless fashion, focusing on inclusivity and helping people to indulge in the joy of their own identity. It’s a brand for everyone, regardless of one’s gender, class, or sexuality, ISLAND GIRL serves them all.
Q Your brand works with minimalistic artwork. why and what is the thinking?
We think that minimalism is always a great way to pair with something flashy and prominent, or you keep it a simple look - less is more.
QWhat are the retail outlets which carry your brand? Or is it online?
Now Sri Lankans will be able to purchase our exclusive collection at THE DESIGN COLLECTIVE Shop and also through their online shop. Visit our Sri Lankan website to be directly linked to our product page: https://officialislandgirl.com/pages/srilanka.
QWhat would you say is your personal style?
Classy, minimalistic.
Q What is the process of creating and marketing your design? Your design inspiration.
We concentrate on a colour theme, do mood boards and then start the creative process. The colours are inspired by nature and paradise settings. The final artwork is being placed on a mockup to visualize the final product, that’s how we move forward towards the production process. Marketing - this is a whole separate process. Marketing is all about Zeitgeist and adapting to the present generation that rules the fashion scene. Also adapting to various advertising outlets, depending on your brand’s target audience etc. If you don’t jump on the hyping bandwagon, you might not get to where you were planning to. We truly inspect our customers' behaviour, work with personas to focus on how and where to market ISLAND GIRL for its best outcome. Overall, what we have learned is - “slowly is the fastest way to get to where you want to be”. Quality and best sourcing is our focus.
QWho do you envision wearing your work? Do you always plan it for the fitness market, or it’s open to anyone?
First of all, I want my customers to feel good on all levels when they wear ISLAND GIRL clothing. ISLAND GIRL is a brand that represents genderless fashion - it’s not just for “he”, “she” - but for anyone who feels comfortable in whatever gender they represent. ISLAND GIRL is a brand where everyone can rock the products and represent their own style and personality.
QAre you self taught or did you study fashion?
Nada - I have a Master’s in International Relations but I’ve always been fashionably on time - LOL.
