Instagrammers: Edith Blue
Denim is finding new footing in the arms of social media—Instagram in particular.
Lovers of the blue stuff have taken to the visual platform to share their denim finds, favorites and feature-worthy looks. And fans and consumers alike have found Instagram a new place for denim inspiration. Carved in Blue caught up with one such denim ‘Grammer to hear about what inspires her and what makes the page.
Posting all things denim from her page @doyouknowedith, Kelly Magopat, the trend forecaster behind Edith Blue, finds Instagram an ideal place to share her excitement for jeans and everything they mean to her. You may not be able to feel the fabric through her photos, but you can feel the passion for denim—and that passion leads to a collection of posts that channel the trends shaping denim.
Carved in Blue: Why did you start Instagramming?
Edith: I set up Edith Blue as an outlet for all of my denim-y thoughts and finds. When you have your first child—which I did nearly two years ago—friends and family tend only to ask you about your baby, which, whilst lovely, does leave you craving some time to talk about the other loves in your life! I am lucky enough to have nurtured somewhat of a technical knowledge on denim through time spent representing a variety of manufacturers overseas, and once I know about something I love to talk about it. If I find a beautifully constructed pair of jeans or hear about an intriguing new fabric innovation I want to tell people about it! It is also fantastic to be a part of the larger denim blogging scene and see what other people have found, created or written about.
Carved in Blue: What is your take on denim both in your personal life and in business?
Edith: It was my father who brought me in to the world of denim. He has sold fabric and garments for over 30 years and took me on as an account manager half a decade ago. For that reason, my love of denim is intensely personal and something I take pride in carrying with me in my everyday life. In all of my childhood pictures, my siblings and I can be seen wearing samples from jeans factories all over the world; my own daughter now lives in double denim and she only learnt to walk a matter of months ago, proving that it really is all in the genes. I enjoy friends coming to me for advice on where to find the perfect pair of authentic looking, Boyfriend fit jeans, or the best denim shorts for summer, or what next season’s trends will be. A few of these have featured on the blog and I have to say these denim expeditions are one of my favourite stories to publish!
When it comes to business, I am extremely blessed to be able to work with some of the most eco-conscious and forward-thinking factories on the planet, and not only that but I work alongside my father and—our newest recruit—my husband. Knowing that my daughter will grow up with a sound knowledge (and a full wardrobe) of great quality denim gives me a fantastic feeling.
Carved in Blue: What was your first pair of jeans?
Edith: It is hard to say what my first pair of jeans would have been as I was probably still in nappies when I acquired them. But my first adult pair of jeans were a sample from Mustang, in Germany. Unfortunately I don’t still have them. If I had only known as a teenager what they would one day mean to me I would most certainly have kept hold of them!
Carved in Blue: What is your motto/style angle?
Edith: I have been told previously that I can “get away with” wearing garments and looks that might not be considered mainstream. I figure that’s a polite way of people telling me I don’t conform to popular trends, despite forecasting them for a living for the last two years…My motto would be something like: I am a trend forecaster, not a mannequin. Having lived in 80s orange peel, rigid fabrics as a teenager and having somewhat of a tomboy quality to my personal style I much prefer to invest in a long-lasting pair of jeans made from a robust and authentic denim fabric, than buy cheap and watch the jeans lose their shape and character over time. Denim should gain character with time, not disintegrate at the inner thighs after a matter of months. I’m not a fan of fast fashion and its effects on the quality side of the denim manufacturing industry—and moreover, of course, our planet and its inhabitants—and would love to see more people pay that little bit extra for a decent and consciously made pair of jeans that they can wear for years and give their own identity to, and that doesn’t, literally, cost the Earth.
Carved in Blue: What is missing from the denim market now?
Edith: Product-wise, I feel like a consumer can find and buy anything they might desire. All the shapes, washes, finishes, details—it’s all covered by somebody out there. But where I see a gap is in people’s knowledge of the origins of what they are buying. The great news is that people are finally talking. The Fashion Revolution movement, for example, are making waves when it comes to educating the masses on the dangers of buying cheap and blindly trusting fast fashion retailers and suppliers to take good care of their workers and the environment. The next step, though, is to transform this from a clever PR exercise into a full on shift in the way we behave as consumers. We need to stop turning a blind eye and start caring about the people behind the scenes, the practises we endorse by buying certain products, and the mess it can all leave behind.
Carved in Blue: What’s your favorite denim brand right now?
Edith: I love anything that comes out of Monki. They’re a Swedish brand whom I discovered totally by accident on a wander down Carnaby Street, London, after a meeting I was rushing to was cancelled. Their product offer is quirky, celebrates individuals and, currently, is hugely focused on utilising eco-friendly fabrics and fibres. They have also nailed their silhouettes and fits as far as I’m concerned, as every pair of jeans or jacket I have ever put on from them has fit like a dream. I tell everybody who will listen about Monki’s black Oki jean as the ultimate in Black Skinny jeans! They’ve now got a “deluxe” version made using 69 percent organic cotton, so the next time I’m in the area my first port of call will be their store to try on a pair and marvel at the unique fabric quality in person. I would also be lying if I said I didn’t adore Levi’s; any mother will know the frustration caused by a pair of saggy jeans that continually needs hoisting up by the belt loops while you’re chasing a toddler around. In my Levi’s 721 selvedge I no longer have this problem; they are absolute heroes of innovation.
Carved in Blue: Who do you look for denim inspiration?
Edith: I find that if you have a love of a certain artist who is authentic in what they do, for example singers and bands, you can find yourself identifying with a lot of their style choices, too. I’m a huge fan of the Red Hot Chili Peppers, for example, and while you won’t find me drumming with my shirt off, you may see me subconsciously emulating their laid back, skater style if I’ve had one of their albums on. Similarly, I like to look to the people around me for inspiration; I have two sisters and two sisters-in-law, all of whom have hugely differing personal styles, so I like to take bits from each of them—with permission, of course—and experiment with garments I may not have chosen for myself but might have seen on one of them. When it comes to inspirational blogs, I am a huge fan of Kelly Harrington and adore pretty much every photo she posts on Instagram along with her discernible sense of humour. I follow all the international Levi’s accounts too, what with my style being more on the Scandinavian and the authentic sides of things, as they cover all the bases and stay true to their style ethos even after so long. There’s a unisex brand I recently discovered, too, called Fade Out Label, who are based in Berlin and they use deconstructed vintage garments and artisanal methods to create what can only be described as timeless pieces that are all just so unique and beautiful, so I’ve been following them closely recently as well.
Carved in Blue: Where do you shop for your denim?
Edith: In other people’s closets! I am a huge advocate of swapping garments with friends and even strangers at bring and buy events, kilo sales and the like. Charity shops are like Aladdin’s cave sometimes. I have to admit I try not to shop online anymore as I don’t feel comfortable buying a pair of jeans that I haven’t absolutely fondled from top to bottom to decide whether I like the fabric or not. It’s easy to get lost in a Levi’s store and come out with a bunch of new treasures, but for me, it’s the old stuff I enjoy, so you’re more likely to catch me at a vintage sale or perusing what’s on offer down Brick Lane or Portobello Road.
Carved in Blue: What does “Carved in Blue” mean to you?
Edith: The Carved in Blue blog says to me that the industry is littered with people and organisations who are doing the right thing. The focus on sustainability, the celebration of innovative collaborations and the hard work of individuals striving for the greater good; all of these angles are explored and discussed and it gives me not only pleasure to read about them online but also pride that I can be part of this movement. It is so important to be starting these types of conversations, and this publication is evidential of the fact that, finally, people are talking about the right topics and taking leaps in the right direction.