MadeMe: "Maiden" streetwear brand from New York

IN THE WEEKLY RUBRIC "NEW MARK" we present young designers and tell them where and why they should buy their things. Our heroine this week is Erin McGee, creator of the brand MadeMe.

Strictly speaking, MadeMe is not exactly a new brand. Designer Erin McGee - a cult personality in the field of street clothes and director of development Supreme (she has been working in the brand for more than 12 years) - started working on MadeMe eight years ago. But because of the main work, she could not devote all her free time to her, so the collections mainly consisted of a very small number of things and appeared irregularly.

Erin decided to get down to business and expand the MadeMe lineup from the last fall-winter collection, inspired by the 70s punk and uniforms of students from Catholic schools. According to her, she just felt it was the right time. Skirts in a cage from that collection became a real hit - in them, for example, Katy Perry performed and went to Rita Ora parties. Communication with celebrities, professional experience, an excellent understanding of industrial rules and, in fact, a great desire allowed Erin to bring the brand to a new level - now it can be called a leading street brand focused on girls.

Erin invented MadeMe due to the fact that most street brands (and this is not only the Supreme) see their audience mainly as men. The designer believes that there was actually no particular alternative, besides buying clothes in the men's section, for girls keen on street-vir-culture, was not. She herself admits that the development of the style of her own brand was influenced by the city in which she lives and works, and the street style of the 90s (which is easily seen in every thing), and heroines like Patti Smith.

Now MadeMe is on everyone's lips, and this is a great merit of Erin, who continues to work in Supreme. In an interview with Dazed, she confesses: "It's hard, but it's New York. Your waiter may be an actor on Broadway. If you are not ready for two jobs to fulfill your dream, you better move, for example, to Ohio." Erin also boasts collaborations with Stussy and Vans. But the most anticipated - with the legendary brand X-Girl, at the origins of which were one of the leaders of Sonic Youth Kim Gordon and director Sofia Coppola - will see the light very soon.

The latest MadeMe collection, made in the spirit of the old dELiA clothes catalog for teenage girls, is also dedicated to the rave culture of the 90s. It has a place and bright bomber, and hippie sweaters, as if crocheted, and jeans, on which like a pen drawn icons and symbols that are drawn in school notebooks in the fields. No complicated design or hyper-volumetric things - according to Erin, she is not at all delighted with this global trend. All MadeMe items are easily combined with each other and with any basic clothing. Actually, this is their main strength.

It is difficult for people to accept and understand why women's streetwear is needed now, since it is popular to simply buy men's brands. I think a girl who buys a MadeMe thing for herself or simply associates herself with a brand is the one who is brave enough to just make her own, and not follow any trends. She is stylish and smart. She is definitely not a fashion victim. After all, for a long time the girls were shy in front of their boyfriends and thought something like: “Ok, I can also just put on the hoodie Gosha Rubchinskiy”.