Delores Daywear

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"She was Dolores on the dotted line.But in my arms she was always Lolita." One of my favourite novels of all time is Nabokov's Lolita, so when I saw Delores Daywear keep popping up my Instagram feed I wanted to know who this was, making embroidered casualwear that references some of pop-culture's finest moments. And who better to give us the lowdown than Sophie Rees, the brand's creative director.

Who’s your dream customer?

It would have to be Chloe Sevigny or Winona Ryder. Whatta pair of babes. Am I allowed two?! But in all seriousness, any customer is welcome. Boy, girl, young, old, Mum, or a teenage girl wanting to make a statement. We welcome everyone and anyone with open arms.
What’s your favourite piece from the collection?

That's a tough one... it would probs have to be the Wu Tang Forever tee. It just looks great and Wu Tang stitched in pale pink satin is the stuff of my dreams.

What inspired you to start the brand?

I was running a womenswear store, Finch, at the time and we were selling super Scandi-cool brands. So I started something up that was more fun and let me stretch my legs a bit more creatively. I literally just started embroidering lines from my fave films on tees and it all took off from there.

What have you got in the pipeline?

We’re about to go into production for our next Autumn/Winter ‘Lux’ collection which will be on sale hopefully August 25th. We’re using lines from Virgin Suicides, Heathers + Clueless! Definitely my fave collection so far. Also working on some accessories…pins, totes, etc.

Where does the name come from? 

Delores was the actual name of Lolita in the cult classic book by Nabokov. I wanted to work using iconic girls, and she has to be one of them. And then Daywear, just because! 

What five words sum up your brand?  

Sassy, smart, inclusive, welcoming, and PINK.


Shop Delores Daywear here