This is an interview with Joel Adebayo, the founder of UTTER Couture. UTTER is an Online fashion store that delivers forward trend, innovative fashion from the hottest emerging brands from the UK and around the world.

Tell us a bit about yourself?

I am 28 years old, originally from Hackney East London. I grew up in an area called Hoxton and come from a single parent home where I lived with three other siblings in a small flat. There wasn’t a lot of opportunities around us growing up but my mother worked hard and ensured we were educated and got everything we wanted, so we didn’t turn to crime like others around us at the time. Ended up at university and graduated in Law. I worked as a civil servant as two years before deciding to pursue my vocation in fashion.

Why did you open UTTER Couture?    

I decided to launch UTTER as I felt there was no sense of exclusivity in the way of fashion on our high street. Everyone was making the same things and fast fashion was taking over. If you wanted exclusivity in way of fashion, you had to pay over the odds for it and for a twenty something that is approximately 25% of our wages in some cases.

I believe fashion is away of communicating ourselves and a conversation starter, it defines who we are. I felt that I could create a retail platform that:

  1. Offered young people like myself, exclusive fashion in the way of international contemporary and emerging fashion brands at good for value prices and create a sub culture.
  2. I also felt that emerging fashion brands needed a platform like UTTER to grow and meet their intended target market and beyond.


What inspires you?    

I think everything around me inspires me really, I like speaking to people and tend to listen to peoples stories; their wild nights, places they went on holiday, their awkward dates and those funny anecdote inspires me. Travelling to various countries and seeing how they live inspires me, and the fearlessness of my generation inspires me.

If you had to wear just one fashion designer for the rest of your life, who would it be? 

I actually would wear one of the brands we stock at UTTER, it’s called MLTV! They are a Swedish menswear brand and I love the use of asymmetrical shapes in their collection, it’s also very gender neutral in style and very affordable might I add.

What are your top 3 high street stores and why?    

Haha, as much as I respect the high street and its commercial objectives I don’t have a top three unfortunately. I would say if I had to pick; then Cos, All Saints and the Topman Lux collection is very interesting.

What has been your best ever bargainbuy?

Biggest ever bargain is an Original Sherling coat in great condition that I bought from Bricklane market; worth over £300 for £50 although it cost me another £50 to clean it.

And what has been your biggest ever splurge?    

I own a very expensive pair of Gucci loafers, that is probably my one and only splurge.

What is your beauty routine? 

I don’t really get the time these days for a beauty routine.I get up, shower, brush my teeth, moisturise and get out the house as quickly as possible.

Do you collect anything?    

I’m not really a collector. I do have over 20 pairs of Vans! Does that count as a collector?!

Which celebrity would you love to dress and why? 

I’m a Rihanna fan so it would have to be her! She’s well dressed and so relevant; everything she wears is so effortlessly cool…

Which celebrity do you think has the best style?

I’m really loving Harry Styles at the moment, and of course Rihanna.

What is your favourite current trend?

So, I am loving this oversized look at the moment, people just look super cosy and comfortable. After all, that’s why most of us where clothes.

How do you turn around a bad hair day?

Wear my Fedora hat..

What would you wear on a first date?

I would Probably go for the good old turtle neck, over coat, fedora hat, and Jeans..

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