Inside The Label : Shio Designs Melbourne

11:00 PM

Shio (pronounced sheeohh) is a Melbourne based design label created by the talented duo Fozia & Hannah. I usually don't get to meet designers face to face when I do my interviews but after this one it is something I definitely want to do more often. These girls cracked me up so much with their quirky and witty personalities. You can see a lot of it being reflected in their collections. Made me love and respect their hustle more after meeting them. We saw down at their cosy studio in Brunswick East where all the magic happens. After the endless giggles on various on/off the record topics e.g. Melbourne fashion scene, nightlife and our love for Hip Hop we got down to business.
 Peep the interview and pics of the hunky boys from their Collection below ! 

shio designs melbourne hip hop fashion everyday like this blogger designerWhy did you start?
We did our graduate collection shoot together and had similar tastes and interests in fashion. Our friends were starting c-lab (concept store). We worked so well together and were doing similar things we thought why not start a brand.

What influences your designs?
90s pop culture, hip hop, Japanese street wear, kawaii...Just in general we use what we wear as a guideline we would never make something we wouldn’t wear. Fashion can sometimes be uncomfortable so its important that our designs are functional and practical.

Where can we buy SHIO?
www.c-lab.com.au & Social Studio



Describe your personal style?
- black, monochromatic, functional & textured. That’s my style.
- I never wear jeans, mix sports wear, colour and lots of pattern. Sporty and simple.

Tell us a little about your next collection?
We’re sticking with things were really known to do well.Our next collection is all women’s.  It's Japanese inspired. We've use a lot of silver, pinks and pastels in this collection.
It is very sophisticated, sensual and feminine. 
mac miller hip hop melbourne rapper shio everyday like this fashion bucket hat

We've seen Celebrities such as Mac miller, Cj Fly and Schoolboy Q who have been seen in Shio. How does that feel?
It's always exciting to see talented artists supporting Local labels. Mac Miller got our Plastic bucket hat and a t-shirt, We've seen Cj Fly wear our tall tee a few times and Schoolboy Q caught our bucket hat when we threw it to him on stage. We were lucky enough to meet him afterwards and had a nice little chat to him which was just awesome. 

Where do you girls see yourself in 5 years?
Throwing dollar bills at King Of Diamonds with Bad Gal RiRi (a girl can dream right?)

Tips for future Design hopefuls?
We're still learning about the business as its still all new to us but I think it's important study in design even if it’s not a degree. If you don’t broaden your mind how are you going to create new things? Knowing the basics like pattern making is going to teach you what’s possible and whats not in terms of the designing process. 

What does fashion mean to you?
Fashion is a Form of expression also about identity. The way you dress reflects what mood you're in or who you identify with. You don't necessary have to spend a lot of money on fashion. If you have style you can make it work no matter what your cash flow is.


shio designs melbourne hip hop fashion everyday like this blogger designer street wear

shio designs melbourne hip hop fashion everyday like this blogger designer street wear

shio designs melbourne hip hop fashion everyday like this blogger designer street wear

shio designs melbourne hip hop fashion everyday like this blogger designer street wear

shio designs melbourne hip hop fashion everyday like this blogger designer street wear

shio designs melbourne hip hop fashion everyday like this blogger designer street wear

shio designs melbourne hip hop fashion everyday like this blogger designer street wear

shio designs melbourne hip hop fashion everyday like this blogger designer street wear

shio designs melbourne hip hop fashion everyday like this blogger designer street wear

shio designs melbourne hip hop fashion everyday like this blogger designer street wear


MENS AW14
Limited Edition 'BALLERS' Capsule Collection.
Only available on www.c-lab.com.au
DIGITAL PHOTOGRAPHY | Nadeemy Betros
FILM PHOTOGRAPHY | Nynno Bel-Air
MODELS | Jayden + Jacob + Leo + Mawut + Bol

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