“LostFriday” is a Lithuanian hand-made menswear brand created and maintained by the beautiful family alliance consisting of professional fashion designer Darius Jonikas and Agnieta Jonikiene, passionate fashion media and communications specialist. Established in 2011, “LostFriday” is all about the mood many people experiencing while waiting for a long-awaited weekend. Their motto is to create clothes that could bring the Friday everyday. The brand also reflects the vibe of post-industrialism era, when everyone seeks for their own visual identity. “LostFriday” is definitely a good place to look for exclusive, but not provocative clothes. Inspired by such talented designers as Acne, Alexander Wang, Miharayasuhiro and Kris Van Assche, the duo creates their own realm of informal, but modern menswear with a slight classical touch.
In this exclusive interview the persons behind “LostFriday” reveals their artistic influences, talks about fashion future, suggests some ideas how to be stylish and even share one vegetarian recipe.
Interview:
Does your brand Lost Friday have any symbolic meaning? How would you interpret it?
LostFriday name tells a bit of a story – everyone knows that wonderful and fulfilled feeling that is awakened on Fridays and usually forgotten on the other days of the week. So many people are waiting, expecting and hoping for a Friday to come sooner. They expect it to be unforgettable and exciting and it usually is. The problem is that Fridays, that Friday mood and feeling goes by so fast... That's why this ,,Friday” is lost. We would like to help people feel like it's Friday everyday, no matter when and where. Everybody should live the moment, not expecting for Friday, but feeling like it.
Also, there is another message behind our brand's name. LostFriday is associated with an idea of post-industrialism. Earlier, in industrial era, people didn't care that much about clothes as a tool to express their personality. They worked all week long and their weekends weren‘t any different than weekdays. Those, who lived through industrialism didn‘t have a point to wait for Friday. Fashion existed only between the members of the higher class. Now, when post-industrialism kicked in, everyone wants to look different and original. There is definitely a need to express one's personality now and to stand out of crowd. And also, we all know that Fridays mean so much more today. Post-industrial man has to have an individual style and that's what LostFriday can offer.
What makes you different/unique from other fashion designers?
LostFriday is a family brand. We work together with my wife and we both honestly care about men's fashion. We believe that when you work and create with the one you love, clothes gain this special and unique spirit.
Photo by Miglė Golubickaitė
What other fashion designers impress you as a personality and as a growing designer?
I'd like to mention a few world class brands and designers that I admire: Acne, Alexander Wang, Miharayasuhiro and Kris Van Assche. Acne is one of the best examples of Scandinavian minimalism. Designers of this brand perfectly know how to connect minimalism with modern menswear classics. Alexander Wang and Miharayasuhiro are two best modern street fashion creators that use new and developing technologies when making clothes. I also think that these two designers are able to combine different fabrics in a really creative and attracting way. Finally, Belgian Kris Van Assche is one more designer I'd like to exclude from others because his collections are full of tasteful clothes layering, oversized clothes and all of them are also filled with beautiful minimalism. Not so long ago he's been assigned as an artistic director in one of the most popular fashion houses Dior.
What would you say are your main influences when conceiving a piece of work?
We really enjoy observing people in the streets. Their style, originality and their manners can be such an inspiration. When you create for people, you are inspired by people as well. Watching them, talking to them and understanding their needs help us to create clothes they need. Also, we admire silhouettes and forms of Scandinavian minimalism. LostFriday is influenced by urban lifestyle, cities, architecture, parties, light installations (you should check out a wonderful artist Barry Underwood), ambient music and, undoubtedly, nature. Both of us are in love with nature: forests, sea, rivers, mountains... All that stillness and silence puts chaotic thoughts together and calm down. Also, we think of cosmos, the beginning and the end of a human kind, spirit, God, destiny, karma and the meaning of life. Also, our life is full of yoga and meditation that keeps us strong and close to universe. But to us the main and deepest source of inspiration is love and each other.
What comes first - the materials or the design idea? How do you choose your materials?
Usually, a design idea comes first. Then I do some sketches and we're off to a few days of material search. When we do a research, we decide which materials are suitable for our designs. Sometimes we can't find what we've imagined and it can even be a reason for changing a design. Also, there are situations when the process goes the other way – we accidentally find a perfect material and the design idea comes up instantly. Also, it happens that I imagine or think of an exact material for an exact design. It usually is the most difficult option, because finding a perfect material can be impossible.
Why do you think such things like warmth, intimacy and coziness are more important in design today than it was before?
These days fashion market all over the world is ruled by global mass brands that usually focus on cheap, quick and simple fashion. It's like fast food. If you've ever been in PRIMARK you will understand what I mean. While this kind of fashion is suitable and loved by a lot of people, there still are millions who need something more – an idea, quality, originality, connection with a designer – a feeling and a spirit of a product. That is why today there are more and more brands that focus on these intimate and individual designs – people are tired from mass consumerism. Today those belonging to this ,,new wave” would rather go to a small cozy boutique where they'd find inspiring goods created by local designers. People start missing clothes that are made specially to them by other people, not by machines. Well, that's what LostFriday is all about – you can talk to us, tell us what you dream of and we will do our best to fulfill it.
Photo by Linas Žukauskas
It seems that your wife helps you a lot in your work. When did you realize that you were made to work together in the same business?
Well, this idea of working together was already born in our heads on our first date when we shared our thoughts, dreams and activities. We both love fashion and we both wanted to start our own creative business. When I met her, LostFriday was just an idea and she helped me with it from the beginning. When we got married we've turned it into family business that we both are passionate about and seek to make it as best as we can. We really enjoy working together. It is so inspiring to know that your business partner cares about this common idea same as you do and puts all her energy and soul into it.
How do you imagine the future of fashion design, or are you concentrating just on the issues of today?
We see future fashion design heading three possible ways. Firstly, contemporary designs are constantly focusing and taking back tendencies and silhouettes from the past. It was, is and will always be like that – nostalgia and old good ideas always win people’s attention. The second tendency that we see is a huge technological contribution to fashion designs – more and more technologically developed fabrics are taking place in fashion industry. People enjoy wearing waterproof clothes or those made of ,,breathing” materials. Finally, the third possible scenario for future fashion design is that designers will focus mostly on comfort and functionality of clothes or the idea, story and philosophy behind them. The aesthetic view is becoming less important and valued. Talking about LostFriday future designs, we will stick to our vision and concept, taking all the best from new possibilities and trends, but always paying attention to an aesthetic view.
Did you have a mentor, how did he influence you? What was the best advice/guideline he gave you?
Actually, the best and most up-to-date mentor to me is internet and fashion magazines. All the news about fashion, its history and trends are easily and quickly found online.
If you weren't a fashion designer and maker what would you like to be and why?
I would be a merchandiser. Actually, I am. I've been working as a merchandiser and displays decorator in clothing shops for five years. At the moment LostFriday is starting a new project – LostFriday shop window design. We offer creating of individual concepts, merchandising services and shop display decorations to various shops.
LostFriday SS'13 - all about shirts from LostFriday on Vimeo.
How about music in your life? Jazz, electronica, industrial or mixture of everything? Could you share your favorite albums and artists? Why are they so special and important to you?
Music is very important to both of us. It is a huge part of our lives, everyday routine, activities, mood and almost everything. Also music is one of the deepest sources of inspiration. One of our most favorite genres of music is ambient. It helps to relax, free the mind, forget about meaningless and tormenting thoughts and just live the moment. We'd love to have more live ambient, chill and industrial parties in Lithuania. Also, psytrance is the sound that fulfills us with energy of the universe and keeps us going. In general, we're in love with electronic music. The names that are worth mentioning: Steve Roach, Michael Stearns, Solar Fields, Carbon Based Lifeforms, Burial, DoHm, Stellardrone.
A lot of people say that fashion designers are bad cooks. Could you deny this idea and share one of your favorite dishes recipe with Secret Thirteen audience?
Well, we‘re vegetarians, so the recipe we're going to share with Secret Thirteen audience is vegetarian as well. My wife often makes a really tasty vegetable stew that contains of potatoes, carrots, eggplants, courgettes, bell pepper, celery, broccoli and cheese. Of course, different variations can be made when stewing it.
Coming back to fashion, could you say that all designers are real artists? What do you think about being absolutely commercial? Doesn't it seem too harsh and brutal these days?
Well, I guess that a real designer definitely has to be an artist. Of course, today someone who has skills and some really good ideas can easily work as a fashion designer without being a real artist, but he'd not really be a designer, he'd just be a businessman. Talking about being absolutely commercial, we think that if a designer wants to make profit from his designs, he doesn't really have a different choice instead of going commercial. It's absolutely normal if these commercial designs are still original and creative.
What type of clothes models, colors would you recommend to choose this summer in order to always look stylish? What makes people look stylish? What can you suggest to our readers?
LostFriday recommends men to be not afraid of asymmetric forms, colorful patterns and prints, oversized silhouettes and modern sportswear. These are general recommendations that signify LostFriday style and are suitable for all the seasons of this time. We think that a person looks stylish when his style, clothes, accessories and look reflects his personality – it doesn't matter if he's a hipster or a punk. Everyone should find a kind of style that makes one feel good and confident.
The last, but very important question. What are your next big projects, shows etc?
Well, at present we're taking part in various festivals, events, projects and pop-up stores in Lithuania. Also, we've just finished our new spring/summer collection. Also, we‘ve opened our brand new LostFriday online shop. Hopefully, in future LostFriday name will be known in foreign markets, not only Lithuania. Some of our most important plans are to grow, expand, improve our designs, marketing and distribution and dress a lot of inspiring men.
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