How did the duo come to life, and when did you realise that the future of fashion held a place for you?
We first met in Amsterdam as friends: Danial was studying fashion, and Imruh was working at a fashion concept store. That’s where we connected and actually began what would later become Origin. Starting a brand had always been our dream, and two years ago, we took the leap. Now, here we are.
You’ve shocked and amused everyone with your invisible bags presented last season in Paris. What do they represent for you?
It’s like saying, “What if we couldn’t afford to make a full bag?” or poking fun at how much some people spend on designer bags. We're not criticising it, but it is wild how expensive bags can be. So, this was our fun, slightly crazy take on that world.
Unlike some of your colleagues in the industry, black is rarely seen in your collections, and bright colours seem to be your signature palette, why is that?
We want to bring positivity and joy to both the runway and the streets, and for us, color is the way to do that. It’s not that we don’t like black, we wear it ourselves sometimes, but we feel a responsibility to show people that you can look just as good, if not better, in colour.
You also like to literally turn your back on fashion, with a majority of your pieces of clothing worn backwards. What’s the concept and idea behind this styling decision?
It all started with a conversation between us, a shared desire to revisit the past. From there, we began experimenting through styling, and eventually moved into design. Some pieces were intentionally created to be worn backwards, while others were shaped through styling itself.
How do you balance working as a duo? How can two creative minds collaborate effectively, share ideas, maintain harmony, and create space for each other's contributions?
For us, it’s always a conversation. If one of us doesn’t like something, we move on, no ego involved. We've learned that it’s not about personal preferences, but about what’s best for the brand. We also divide responsibilities: Danial leads the design, while Imruh shapes the visual language.
What has the LVMH prize taught you? Has your approach to seeing and creating fashion changed throughout the competition?
It is a great pleasure for us to be a part of LVMH. It provides an incredible platform and in a way a form of validation. The first round was a lot of fun. You get to meet industry experts, connect with them, and receive valuable feedback, which is a really nice experience. We did not necessarily learn something completely new, but it became clear that today’s designers need help in everything. That can be challenging, especially because strong communication skills are now essential, and for me that is a relatively new requirement.
What advice would you give to young creators trying to find their place in the fashion industry, now and in the future?
Get deep into the industry, learn and network. That’s the first thing you need to do.
In your perfect vision of zomer’s future, what’s in and what’s out?
Wear what feels right for you. If it’s from a past season, that’s perfectly fine. No one should worry about that. For us, it's all about feeling comfortable and authentic in what you wear. With that said, of course, we would love to see more color in your wardrobes and on the streets.