NICC: First of all tell us a little bit about yourself, where are you from and how was Hyena born?
So, me….for the past 10 yrs i’ve danced all over the uk, worked as a promo girl for various brands and lived out in ibiza for more than several summer seasons! i had a shop space in leeds for a yr (the closest i’ve come to a proper job!) and along the way have always dabbled in making stuff for myself and friends! basically anything to avoid getting a 9-5! it had been looming on me for a while that i needed to try and build something a bit more solid for the future, my friend owns the Vintage Warehouse and offered me the space i’m in now so i took it as it was a route back into an area i knew i should be working in and and an opportunity that has provided me with a base to get things off the ground! Originally opening the space with my brother Paul, this arrangement was short lived for a number of reasons, then i met Steven Attenborough, he came in the shop, loved it, we chatted for ages, he bought a few bits and then a month or so later got in touch asking if i needed any help or if he could perhaps somehow be involved! Steven is a trained pattern cutter with many yrs of experience, i am self taught which means i have certain limitations on the practical side of things, what’s great is that we literally have an opposing set of skills which makes us a brilliant team, but have a very similar design aesthetic so no fall outs so far!
NICC: You state that Hyena is ‘Influenced by everything from the 80’s, 90’s, pop, rock, punk and electronic era’s’ what is it about this era’s fashion that you enjoy?
The 80’s and 90’s were the last 2 decades that broke new ground in music and fashion and they still have an impact on style and design today and of course current music!
NICC: How much do you feel music influences fashion today?
Music has always influenced fashion and still does to some degree but everything is now so accessable that sometimes when you see people in the street and the style that they are repping you cannot assume that you know what they are listening to, it may be a punk outfit they picked up in topshop whilst listening to beyonce on their ipod!
NICC: What advice do you have for any aspiring designers out there looking to start there own brand?
Advice for future designers really applies to anyone starting there own business or any artist out there doing their thing, just to work hard and never give in, i struggle sometimes to refer to myself as a designer as i have no formal training or qualification but you know i’m just doing it because i really love it, you have to really love it though! Not just love shopping or like fashion! My brain literally does not stop churning ideas and neither does Steven’s!
NICC: What are your plans for the future?
Exciting times lay ahead we hope, aiming to launch a website early next year and then to secure some uk and international stockists (a shop is not really part of the bigger plan for us), then hopefully a move into footwear and accessories! Aiming high and gonna see where we fall!
More info here: http://www.facebook.com/shopHYENA