MEOKO Presents Hidden Treasures - Introducing SDG
- Published on Wednesday, 23 July 2014 11:14
Excellent, personally sourced fabrics and minimal designs are the key elements behind the success of SDG East London.
Founder and head-designer Stefania Di Ghionno achieved a degree in Costume and Fashion History from the University of Bologna and soon moved to London to follow her passion. She started engaging with the fashion market in the UK by selling vintage garments and customized vintage clothes in the hottest spots of the city: Camden Market, Portobello, Spitafield and Birck Lane's Up Market.
Back in 2010 she decided to move on and create their very own brand: SDG East London, a brand that could represent their ideas and deliver the best quality and design, rigorously handmade in London with love.
Stefania personally sources each material: fabrics arrive and are ordered from all over the world. In her studio precious silks from the east are piled together with modern high-tech materials. Each jacket from the Match collection is a colourful, spot-on clash of different patterns and textures. Patterned cotton, velvet, faux and real leather, jacquard and quilted fabrics enrich and distinguish every single design. The combination of different patterns and textiles results in never ending possibilities of matches, which spice-up the basic, well cut shape of the SDG jackets and make each one unique.
Beyond quality, commitment and passion, the focus of the brand is on delivering pieces that can be worn in several ways and all around the year, for an effortlessly chick look. SDG Match Jackets are perfect on both, laid back clothes or elegant ones. The attention to details and care for quality will always make them the right choice to complete an outfit.
Easy-to-wear is the word that better represents the brand concept, as jackets are unisex and has also been recently launched Puffetta, the baby line for those mums and papas who can't escape the matchy-matchy charm.
Fell in love with a pattern and would like to mix it with another? SDG provides also a bespoke line. Just book in an appointment to come over to the showroom in East London and choose your favourite materials amongst the rich stock. Sleeves, bust, pockets and even the zip colour can be combined accordingly to the customer's tastes.
For our dearest MEOKO readers SDG has raffled a beautiful, unisex jacket that boosts a dark, plain body brought to life by the warm coloured, African print sleeves. The jacket is from the Match Collection, which SDG has created after receiveng an order from her friend and promoter at BP (Beautiful People). The contact with the music scene triggered the idea of developing a collection from that first prototype - which is the exact same we are giving away - and to launch the collection with the aid of the Crew Love, collaborative concept from Wolf + Lamb, Soul Clap and Double Standard. For this year Sonar Festival she made 14 jackets especially tailored for Soul Clap, Wolf + Lamb, Pillow Talk, Slow Hands, Tanner Ross, Nick Monaco, No Regular Play, Navid Izadi and other members of the Crew. Being mostly Djs, she opted for colourful designs which can easily stand out amongst a big crowd, altering her usual minimal style in order to play with patterns and details.