This collection also includes womenswear. Our clothing has always been unisex but this collection has specific pieces that are designed for women. It’s also the first time we are introducing pants, which weren’t there in the previous drop. But our hero product this time is denim. It’s the first time we’ve played with denim.
You teamed up with Disney on this particular drop. How did this collaboration come about?
My partners and I are always looking for the unexpected. Working with Disney may seem counterintuitive because both brands are very different in their nature and have very different styles. But merging the slightly edgy and unabashed nature of D’yavol X with the lighthearted, feel-good factor of Disney is what makes the collaboration unique. Disney has been a part of everyone’s childhood, and we’ve always believed our brand is age-agnostic. This collaboration opens up a wider audience for us.
Your father is the face of the brand. How is it working with him?
It’s always a pleasure and a learning experience. People talk about his work ethic, but experiencing it first-hand was really exciting. He has a wealth of knowledge, which makes my job easier. Some things that would take me some time to wrap my head around were seamless for him. Our brand is edgy, so he’s around to keep some semblance of sanity and respectability, otherwise, there could be too much madness.
Because we are an age-agnostic brand, I think we have an interesting balance: I have a more contemporary way of thinking; my father brings a dose of maturity into it. Having perspectives from both ends allows the brand to align with our collective vision as well, which is to appeal and cater to everyone, from a 10-year-old to a 70-year-old.
You’re working on your directorial debut with a new series. How is wearing the director’s hat different from being a fashion creative and entrepreneur?
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They’re both creatively stimulating in different ways. As the creative director of the brand, I shoot the ads, as well as oversee the photoshoots. I’m very involved creatively, but not as much when it comes to the logistics. On the other hand, as a director I have to look into every detail, every shot and every angle.
What’s next for D’yavol X?
Lots—we’re just starting and are very excited about the journey ahead. We’re planning our first experimental event soon. We also want to expand into other areas, like accessories, and keep adding more layers with each collection.
