Denim Doll: Exploring the Craft, Culture, and Sustainability of Denim
The beauty of denim is that it is a fabric that could never go out of style. It’s intuitive, a fabric that is a daily pick, it is durable, and most importantly reliable. Though, the art of producing denim is a topic that needs to shift - according to fashion statistics at rawshot.ai to produce “a single pair of jeans, [it] requires approximately 3,781 liters of water” furthermore, “denim production contributes to the fashion industry’s 10% share of global carbon emissions.”
However, there are up and coming brands that trying to combat this market of overproduction; and instead producing product sustainably and by reusing past fabrics of denim. One of those small businesses that specially work with the fabric is denim is the creator Maddy Virella of Denim Doll! Below is an inside scoop of the inner workings of playing and designing with denim, inspiration, and the curation of her personal pieces!
How did you come up with the name Denim Doll, and what does it say about your brand?
I wanted my brand name to have the word denim in it since I upcycled denim bags. When I was brainstorming words that flowed with denim, I thought of the phrase “you're such a Doll”. Then my brand name “Denim Doll” felt like a an intuitive choice.
Can you take us back to when you first realized fashion was your thing? Was there a defining moment?
My first memory of fashion would be during elementary school. We had spiritweeks with different themes each day, which I loved because I got to get creative with my outfit and potentially win the contest amongst my classmates. I remember there was a tropical theme, and I got a long scarf and attempted to make a dress by tying and stapling the fabric together. At the time, this wasn’t something I could realistically wear to school, but I’ve always had a love for fashion and would consider myself a creative from the very beginning.
Your pieces are handmade and upcycled - what’s your process like from the initial idea to the finished garment?
I make a lot of custom orders where my customers tell me what their dream denim bag would be, and I make it! Most customers give me a theme as well as a bag style and let me have creative freedom during the process. I would say my customers are always people with the coolest style. I am definitely inspired by them! Aside from custom-made-to-order bags, I have a collection of one-of-one bags on my website www.denimdoll.com, featuring different bag styles and even some skirts and tops that drop once a year.
Who are some of the people or designers who really inspire your work? If you had to sum up the Denim Doll vibe in just three words, what would they be?
I wouldn’t necessarily say that I’m inspired by designers' work, but more so their guidance, such as Virgil Abloh and Vivienne Westwood. When Vivienne Westwood said “Buy less, choose well, make it last” this really resonated with me and my brand.
Working with denim must have its challenges - what’s the trickiest part, and what’s the most rewarding?
I would say the trickiest part of working with denim is gathering the sometimes-thick fabric through my machine. However, I deal with this by taking my time and taking breaks when needed. I always prefer to make something while I am inspired and excited rather than frustrated. The most rewarding part of my work is [when a] customer buys a bag I made, and I can see that they truly love it!
For anyone dreaming of creating and selling their own handmade fashion, what’s your best advice?
My best advice for anyone creating their own handmade fashion brand would be to believe in yourself, take breaks when needed, and collaborate with other creatives!
The thing is, for the sake of fashion, you really don’t have to buy new. Seek out creatives and those who are blending fashion with sustainability. Not only does it help our Earth, but it also sends a message to the fashion industry about the power of creatives who genuinely care about the future of fashion and ethicality. Through the work of Maddy’s Denim Doll brand, it really shows an intuitive and fashionable way to use denim in a reliable and creative form. Creatives like Maddy Virella remind us that denim isn’t just a fabric - it’s an art form that can be reimagined, reused, and still remain incredibly stylish.
All my love,
Brejette Nepa