A graduate of Parsons, Talia Eve created her sustainable sleepwear brand, Evewear, two and a half years ago after moving to LA from her native NYC. The brand creates alluring and comfortable nightgowns and three piece sets that can be worn from day to night. Crafted with care and created for womxn living their day-to-day life, Talia sat down with SHEESH! to discuss her aspirations, experiences, and the vision behind Evewear. It probably won’t be long before an Evewear piece finds a home in your closet.
Q: What was the mission of establishing ‘Evewear’ from the outset?
Sustainability and caring about our environment have always been really important to me. My grandmother was one of the few people who started the first recycling center in the state of New York, so you could say recycling, sustainability, and taking care of our environment is part of my DNA. I didn’t fully realize how important it was to me until I was in situations, in school or working for other brands, where there was so much wastage and I always had a hard time with the waste because I always felt you could find a way to reuse it. So, I knew when I started my own brand I would use deadstock fabrics which are fabrics that already exist, but no one’s ever used [it]or it was made in excess. I also knew I wanted to adopt different policies that aligned with who I was, and what I think this generation believes, which is sustainability and having a positive interaction with the environment.
Q: What is your role within Evewear?
I am the designer and creative director of Evewear, but when you start a small company you end up doing every single job possible. So it’s hard to place titles because all of us at Evewear; we really wear ten different hats. Some days I run production, other days someone else does it, our roles are always evolving within a small team. But it’s fun and exciting because everyday I get to learn and figure out what to do next and if something doesn’t work out you try it another way. Every mistake is a learning experience.
Q: How did you think of the name ‘Evewear’?
It was actually my dad’s idea. I was spending some time at my parents house in NYC before I moved to LA and there were multiple ideas running around with how I could incorporate my middle name, Eve, with evening or evening wear. One day my dad popped his head through the door and said ‘Evewear’ which I thought was genius.
Q: What are some current company goals?
Exposure. It’s very hard as a small brand and the noise is so loud on the internet with people and brands who have crazy budgets and access to create larger platforms. We are working on creating the best content we can and gaining exposure through word of mouth. Our latest collection dropped recently and it’s the best we have ever done. Friends of mine were asking why I think it had a bigger effect and I think it really came down to natural exposure over time and us figuring out how to reach more people.
Q: Any future company goals?
A big goal of mine has always been to make a brand everyone could resonate with. In design school you are always taught to know your customer so well. To know everything about her, from her dislikes to likes, eating habits to hobbies, and that always really bothered me because I couldn’t imagine people would fall into these categories. They never really resonated with me and I don’t think anyone truly does because we are all so multidimensional. I don’t want someone to come to our website and not have an item that they could resonate with. Someone may not want to wear a nightgown but feel more comfortable in a short sleeve two piece set. A goal of mine is to always create as much diversity and inclusivity in our styles to our sizes. As a small company we are always working towards growing and creating many different types of items that people resonate with.
Q: Would you like to collaborate with other designers or artists in some capacity?
Always. For our latest collection we worked with this artist named Keisha who drew these girls for our lookbook and it was such a fun experience. We became friends and she’s awesome and this similar thing usually happens because you have a lot of respect for someone who has a craft and a perspective and I love collaborating with different types of people. Someone once told me I should collaborate with Lisa Frank which I think would be iconic. Lisa Frank is nostalgic and we are nostalgic and colorful so it would be really cool. So, Lisa Frank if you read this, holler.
Q: What have you learned from running your company?
I’ve learned that things are limitless. If you believe in an idea you can make it happen. Every mistake is a learning experience and it will take you down different paths that you never thought you would go down. It’s really exciting to think about everything I’ve learned in the past two years and realizing how hard it is as a young female entrepreneur. I’ve been told in numerous situations ‘no’ because of what I look like or how I might sound on the phone. Moments like these were really frustrating because people don’t realize the power that young women have, which is unfortunate because we rule the world!
Q: What is the creative process like for you?
I truly believe in wearing blinders. The only thing I look at for references are vintage catalogues or vintage magazines because the world is always learning from the past. I usually sit for two weeks and draw whatever comes to mind. I have this journal where I draw, draw, and draw and then I transfer my favorite designs to the computer where I can modify and move things around to see how they look next to each other. Sometimes I start with fabric, other times I don’t, it’s random. It depends on when inspiration strikes and my designs change all time due to seeing samples that I didn’t like. [My process] is very visual and I like to create worlds where we feel our customer and our community can step inside and understand. For the latest collection I created a zine for our customers to have something physical to look at. In the zine I talked about where all the designs came from and had these fun interactive personality quizzes, so you could see the world we are trying to create.
Q: How would you characterize your pieces?
There are always really fun details in our designs from the accents to the buttons. I am insanely detail orientated so there isn’t a detail that’s not thought out. A design of ours called ‘The Princess’ has these rhinestone heart details and a tie so it can adjust based on your bust size.There are silk bows, lace, and when you’re wearing it the shape is perfectly made to compliment your back. The way I go about fit is to always flatter the body. People don’t realize until they put it on. Our return rate is 0.002% because of these details and I’m very proud of myself for that because I work so hard ensuring our clothes are made to last, wear all the time, and are of good quality.
Q: How would you describe the ethos of your customer?
I think our customer is a multidimensional woman or person who cares about the environment and they care about the future. They have a positive outlook in life whether it be in terms of the environment or in feeling confident, comfortable, and strong. They are experimental, playful, love fun colors and prints and don’t take themselves too seriously.
Q: When did you know you wanted to start creating clothes?
From a young age I had a journal that I think was called ‘Talia’s Designs’ and I would always draw in it. I always liked to paint and draw and was always creating designs. I definitely didn’t choose it, it’s always been there for me. My mom went to FIT and has worked for magazines as a merchandiser and buyer. She’s a very fashionable woman and seeing her interested in it as well, I think I got that from her.
Q: Who is Talia Eve?
Woah. It’s so hard because the whole ethos of this is that we are so multidimensional. There are so many aspects of us that are on display or are hidden and available only to our close family and friends. There’s the face we wear to the world and the ones our friends and family know. I think I am an observer. I’m definitely more introspective about everything and that’s why I like to create narratives or these worlds for my ideas and inspirations. Talia is someone who is hustling, looking to evolve and become a better person. To turn inwards and listen to my inner voice, know who I am, be confident with who I am and surround myself with people on a similar path.
Q: What are your fondest memories dealing with fashion?
I designed my Bat Mitzvah dress which was my first design ever. It was pink and had pearls, so totally on brand. Being able to go to Parson’s and finding out all my textbooks dealt with fashion. It blew my mind that all these things I loved my whole life and had just been a hobby, I could now study. Being able to go to a school and read textbooks that were about fashion and all my friends in school loving fashion was so awesome.
Q: If you could change anything about the fashion industry, what would it be?
Fast Fashion. Literally destroy it. It ruined the consumer and put this demand on brands which is impossible to fulfill and allowed people to amass hoards of clothes. They say that we wear 20% of our wardrobe which translates to wearing our clothes only seven times which is crazy. You should buy items that are made to last and not fall apart and are not trends.
Q: Who are some of your style icons?
Chloe Sevigny- she’s iconic. Zoe Kravitz, Frida Kahlo, my mom, and my friends.
Q: Any advice for those starting out?
For starting out in general I would say if you want to have your own business have an idea that you are comfortable with and can think about for a long time. You need to sit and marinate on it because if it’s not your obsession or you don’t love every aspect of it, it’s not going to last and you are not going to have the patience or energy to do it. Make sure it’s an idea that is not only a good idea but can usually solve a problem in your industry or category you are in. For starting out as a fashion designer, my advice is to figure out how to get your samples as quickly as possible. I think people spend too much time trying to figure out how to get to that part. I think it’s really important to have something concrete and 3D so you can hold and believe in it, work on it, and show how to get it made to different people who are going to help you make your vision. I think people get too bogged down on what your branding might be before even knowing what your product is.
Q: Any question I should have asked?
What’s my favorite piece? No one has ever asked me that. Right now, it’s ‘The Charmer.’ I didn’t know wearing three pieces that are all the same print could be so much fun. I don’t take it off. It feels very editorial to me when I’m wearing it. Before this collection my favorite was always ‘The Cherry Bomb.’ I think the fit and the detail of this cotton fabric and bustier style with ruching in the front, back, and ruffle sleeves allows you to wear this dress in so many ways and I love it so much.
This interview has been edited and condensed.
