INSIDE X BANK - DEMURE

INSIDE X BANK - DEMURE

For INSIDE X BANK, we ask one of our designers
5 Questions to learn more about who they are and
their work. For this edition we have asked Yuki Yisshiki,
the owner and designer of Demure, a couture hat brand
from Amsterdam.

Originally from Osaka, Japan, Yuki Yisshiki comes from a family of creators, her mother traded
in kimono fabrics and her father had a wood carpentry background. She moved to London at
the age of 23 to study millinery and launched her collection Demure in Amsterdam in 2016.
She uses traditional hat-making techniques to deconstruct and reconstruct classic
shapes and creates couture hats that anyone can wear.

Who is your favorite X BANK designer, and why? (besides yourself of course) 
There are many but if I have to pick one, Jouez les Enfants. I love their creativity in the
otherwise potentially less creative world of men's fashion. They have a love of materials, resources and people.

What does it mean for you as a designer to have your products/collection at X BANK?
First of all, it is a huge honor to have my hats lined up with other beautiful products from brands with so many talented people behind them. Secondly, I get so much inspiration from the store, every time I visit, regardless of category. Lastly, as a foreigner, I finally feel truly settled to have my brand added to the 'Vault of Dutch Designs.’

What is in your opinion is typical for Dutch art, fashion and design?
Very conceptual, adventurous, free and with a touch of humor. I think Dutch design represents the general characters of people living here.

When and how did your love for hats begin?
I have loved making things by hand since I was a small child. However, it was not until I lived in London that I had a chance to learn a serious handcraft. I wanted to make accessory products of fabric rather than leather or metal so I thought it was probably
a hat. Around the same time, I found out that a milliner for Vivienne Westwood was
giving lessons so I asked to learn from her.

How do you determine the characteristics for a hat when you are designing one for a certain person?
I look at the physical features of the person (size and complexion) and taste for outfits.
I have a conversation with the customer over their wishes and how I see the customer’s personality. If I think the customer’s ideas for designs may not be suitable for them,
I will at least tell them what I think. This way we are both happy with our plans for the design!









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