Premium denim label Blessed & Cursed was founded in Germany in 2007. It’s now embarking on global expansion with London as its new base. This fresh move is celebrated with a new collection brought out in partnership with Isko and a pop-up shop in London’s Notting Hill, with a view to opening a permanent London store in the future. We caught up with founder and creative director Nicola Eibich at the launch event last Friday (Oct. 13) to find out about the new collection and how it’s been adapted to suit the UK market.
What prompted you to move your brand to London?
I’ve always loved the inspiring atmosphere of London, so it felt natural to move the brand here, using it as a base from which to embark on our international expansion. London is such a denim-specific capital, bringing countless opportunities. The city unleashes my most creative side, so I can’t think of a better place in which to take my brand to the next level. It encourages you to stand out from he crowd and develop incredible product.
What about the UK/London consumer – do you find yourself designing in ways you perhaps wouldn’t for the German market?
Yes, definitely. Germans are generally safer dressers than UK consumers. There are of course exceptions, but they tend to glance at their neighbors and choose similar brands and styles as them, whereas Londoners typically seek out styles and labels well beyond the mainstream – they want what no one else has, and they’re very open for new, creative expressions and ideas. This is good news for Blessed & Cursed – even though we’re not newcomers, we’re still something of a niche brand.
How have you adapted the collection to suit London tastes? Which pieces will work well in this market?
We try to take a state of the art approach, even for staple pieces such as the skinny jean, using advanced, sustainably made fabrics such as ISKO’s unique re-development of the original 14oz denim. Attention to detail is also important – we’ve given the hem and a distressed effect, which you’ll also see slight evidence of on the pocket.
I think the Icon style will appeal to Londoners. It’s inspired by Lady Diana, whose style I love! She wore a similar pair in the 1980s and our take results in a very high-wasted jean that shapes the body incredibly well. We modernized the stonewash-effect by combining it with an acid wash.
How was your teamwork with ISKO put into practice?
We’ve used ISKO denim exclusively. I worked closely with their Italian-based design and style research division Creative Room from day one to find the perfect balance between fit and fabric. Denim product is not all about design, it’s really a matter of trial and error before you hit the right balance between fit, fabric and wash. Certain washes go well with certain fabrics, and it’s not always an obvious coupling. I think the hard work has paid off … the jeans I’m wearing now (a skinny with subtle bleach-spots) are so comfortable I could sleep in them.
Blessed & Cursed
12 Needham Road
London W11 2RP