Amy Currie and her sister Lauren Milligan are the founders of the London based clothing brand Deetz. This creative duo have spent almost a decade working with in the fashion industry, but in 2011 they decided to collaborate and create their own unique brand. Deetz is a Women's wear label that focuses on hand-drawn illustrations that form the base of digitally printed products. The result is bright, bold and at times quirky patterns that are statement pieces worn by the likes of Rita Ora. We caught up with the Scottish sisters to find out about their style and what inspires them to create such distinctive garments.
DONNA IDA: Who is your Denim Icon?
Lauren: It's gotta be Cindy in those Pepsi ads. I think she was wearing 501s. It's the first time I realised that a simple pair of jeans could make me simultaneously cooler and hotter. What power.
Amy: Brooke Shields did look ridiculously cool in her CK jeans. I just need a maroon corduroy shirt and some big hair and i'm set!
DONNA IDA: Where in the world are girls best dressed? What kind of style do you admire?
Lauren: London of course. I admire take-a-chance style. Being safe is not chic. If no one is looking at you, you need to ask yourself "Why?"
Amy: I agree. And other then London I'd have to say L.A or New York.
DONNA IDA: Where do you see the future of denim?
Lauren: I think people now are much more embracing of the idea of a denim wardrobe. Whereas people used to get their favourite skinny, maybe in a couple of washes, and stick to it, now I think most girls I know will have a bigger range: a retro pair, some flares, some rolled-up boyfriends, maybe a cropped straight leg. Everyone is playing the denim field. Denim polygamy.
DONNA IDA: Which style of jeans is your favourite?
Lauren: Having said that, every girl has to have her favourite and I'm a high-waist skinny all the way. Why would I not want to make my waist look smaller and my legs look longer? Hello?!
Amy: I'm torn between a simple black skinny and a high waisted, indigo bootleg. Anything to elongate and help my 5ft 6 stature!
DONNA IDA: Where is your hometown?
Lauren Milligan: We grew up in Kilmarnock just outside Glasgow.
DONNA IDA: Where is your favourite place to unwind?
Lauren: Bed! The only time I unwind is the last 5 mins of the day talking to my husband before I fall unconscious!
Amy: Maybe the gym or on a long walk. It's a time to prioritise yourself and you can ignore the rest of the world!
DONNA IDA: What’s on your iPod at the moment?
Lauren: I'm just as loyal to my music as I am to my Ida Ivys: Kings of Leon and Taylor Swift. That pretty much sums me up.
Amy: I'm a mixed bag when it comes to music. I love 90's RnB and Hip Hop - anything Missy Elliot or Ludacris - but I also love more poppy stuff from female artists like Iggy Azalea (who we'd love to dress in Deetz) or Rita Ora who is already a fan. We like take-a-risk kind of girls!
DONNA IDA: What’s your favourite food?
Lauren: Kraft cheesey pasta. A classy Scottish delicacy. Fortunately for my waistline you can't buy it in London.
Amy: I have an unreasonable addiction to Almond Butter. I'll literally eat it from the jar with a spoon and a cup of tea. Unfortunately for my waistline, you can buy it in London....
DONNA IDA: Where do you like to shop?
Lauren: I never shop ;-)
Amy: I love Whistles and COS for plain basics that I can pair with my more outlandish Deetz pieces.
DONNA IDA: How did you get started?
Lauren: I badgered Amy for 10 years to set up our own label and eventually she gave in.
Amy: It's true, she did.
DONNA IDA: Where is your Head Office?
Lauren: We live 5 mins away from oneanother so our HQ is currently in my kitchen or Amy's study. Or the pub in between.
DONNA IDA: What inspires you?
Lauren: Everything. People I meet who've made something out of nothing. Our friends. My family. My sister. Myself. Beyoncé. Mostly just Beyoncé.
Amy: My sister. Books. Movies.
DONNA IDA: What is your business mantra?
Lauren: Think about where you want to be and make decisions like you're there.
Amy: Put in all the hours you can. Weekends, all nighters, it doesn't matter. You don't realise just now but all the hard work and incredibly long hours you're dedicating to your business is building something amazing. It will pay off, have faith.
DONNA IDA: If you weren’t a owner/designer what would you do?
Lauren: Find another way to boss people around
Amy: I'd probably be a full time Taxidermist. Or an old school Medical Illustrator.
DONNA IDA: Describe your style highs and lows?
Lauren: I think my purposely paint-splattered dungarees were possibly a low, although I thought I looked rad, and maybe the crop tops weren't great... But generally I embrace my youthful learning curve. The highs are all Deetz. Fun, colour, humour?! What's not to love?
Amy: I think that my really ace tie-dye dress in Primary 5 was probably one of my fashion highs! And our neon, padded ski type jumpers as kids. Fashion lows maybe my selection of Dash, block colour onesies when I was young.
DONNA IDA: What advice would you give to a younger you?
Lauren: Don't change a thing. It'll all work out in the end.
Amy: Don't think too much about what other people are doing, just focus on what you believe and you'll live a life that's true for you.
