When I started this hat brand more than 5 years ago now, I had many people suggesting that it should be called by my own name. I was however convinced that it had to be called ‘demure’. All in lower case. Following are some of the reasons.
My teacher (who I believe is the BEST hat maker/designer) would often use the word and when she did, I knew that she liked the design. (Being an in-house hat maker for Viviene Westwood,) Not that she never made flamboyant designs but subtleness and attentions to almost unseen details was definitely her signature.
I am introverted and solitaire and I like small subtle things.
By the time I picked the name, I had been rather bothered by the trend seen in things like ‘I AMSTERDAM’, ‘i-phone’, ‘the brand is all about the person behind’, ‘personal story telling’ ‘identity’ . While the messages are meant to be positive ones, in many cases I felt that these slogans were in fact signs of absence of identity or lack of confidence of those who were screaming these terms. I knew that, if I was gifted in what I did and worked very hard, my identity would definitely be manifested in my own works and even if the label didn’t carry my name, people could tell that I put my soul in my products.
I also wanted to see, within the states of minds of my customers, certain peace and calm from the fact that they were wearing something they feel truly comfortable (physically/emotionally) and truly confident.
‘demureness’ therefore means my customers’ relaxed selfless state of mind which comes from real confidence that everything is in good order as well as my quiet confidence knowing that I have at least tried my best to make nice hats and belief in humbleness to continue with such efforts.
I feel that consumerism and social media craze cause us enormous sense of insecurity and drive us to scream and wave for wrong kind of attention but I will strive to stay anonymous, humble, shy and anti-social and only share stories that I consider important for crafts, however ‘ineffective’ it is for ‘business’ point of view. And I would like to say a big thank you to many people who see that through and extend their supports. I appreciate your company on this journey!
