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Q&A: Designer Kara Messina Of Y’OH Talks To HighSnobette

15 August 2012, 03.36 | Posted in Design, Designer Collaboration, Fashion, activewear, streetwear | 1 comment »


Y’OH founder and designer Kara Messina ends her Miadidas video with a shout out out to “all the sisters who are stepping up.”  As part of Adidas’s London-based customization crew, Messina is shown above discussing the inspiration behind the Adidas boxing kicks she customized in tribute to the first-time addition of female boxers to the recently-completed London Olympics.  HighSnobette was excited to quiz Messina about her views on design:

What is you relationship with streetwear and menswear ?
My relationship with fashion in general started at quite a young age. I was writing letters to Versace (he didn’t reply) when I was about 12. So I have pretty much dedicated my life so far to studying it. My interest in fashion very much lies in its impact on people, how it connects us and how we make use of it…

Read more on the next page.

What is you relationship with streetwear and menswear ?
My relationship with fashion in general started at quite a young age. I was writing letters to Versace (he didn’t reply) when I was about 12. So I have pretty much dedicated my life so far to studying it. My interest in fashion very much lies in its impact on people, how it connects us and how we make use of it. Menswear is subtler and men shop for durability which I found appealing. My transition into streetwear came about through my love for subcultures. I held back from doing it as I didn’t feel I had the necessary “qualifications” (skate, graffiti, live in certain areas etc) to be part of the movement. But I connect to people, how they live their lives, how they evolve into adults and how they respond to culture including music, art and film. I wanted to represent part of what was happening in London.

How would you define streetwear?
Defining streetwear is very personal to the wearer. I think the core of the brand is as important as the product. I would say in its true form it has a purpose, whether it be functional or as a means to change people’s perspective.

Do you read streetwear blogs? If so which ones?
In all honesty I would love to have the time to read more blogs. I print off articles to read when I’m on the go but I get very little time to sit down and browse. Plus I keep buying books and trying to read three-four at a time. I’m obsessed with learning.

What is your favourite piece so far?

The dark red Kanja shirt that BMXer Jordan Smith wore. Equally important as the shirt itself was the context in which it was presented.

What’s in store for Y’OH in the future?
As boring as it sounds I think it’s important for us to carve out how we run the business and retail part of Y’OH. That’s what will ultimately allow us most creative freedom.

See more of Y’OH here.


Related posts:
» Kara Ross ‘LEGO ‘ Clutch Bag
» Kara Janx Waterfall Dress
» Black Adidas Track Shorts & Grey Hair
» First Look: adidas Blue Women’s Spring 2013
» Adidas Instinct Hi Womens
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  1. [...] more of Kara’s work here. First seen here. Share me:FacebookTwitterMoreStumbleUponLike this:LikeBe the first to like this. This entry was [...]

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