Ahead of Moda, which takes place during Autumn Fair (NEC, September 4-7), GiftsandHome.net chatted to Demi Pendakis – who co-founded fashion brand Fika with his partner Helen Barker – about the synergies with his home fragrancing brand FYG, as well as what gives Fika its edge.
Having been thrilled to see your home fragrancing brand FYG win a coveted Gift Of The Year award in May, why the decision to launch a fashion brand this Autumn?
“Fika and FYG both have the same brand ethics, which are to offer high quality sustainably driven products that provide the consumer with an empowering experience, whether it be through fragrance or clothing.”
Has the brand been officially launched, or will Moda be the first time that it is unveiled?
“Although we officially launched on Instagram on 19 August, Moda will be our first trade show, so we’re excited to showcase the brand and meet and engage with other like-minded businesses. Plus, our website will be launching shortly, so people will be able to sign up to our mailing list and receive exclusive offers and brand updates.”
Why the name Fika?
“Fika means to take a moment to slow down and appreciate the good things in life. Our moment to slow down was the pandemic where we realised, after decades of industry experience, that the fashion world needs to change. Therefore our aim is to make a positive impact using the knowledge we have gained over the years to promote a slower paced, sustainably conscious brand. We not only want to make women feel amazing but to empower them to feel confident in everything they do so that they can ultimately concentrate on appreciating the good things in their life.”
Ahead of Moda, can you give us a sneak preview of your debut collection please?
“The first collection is made up of key elevated shapes that create the ultimate capsule wardrobe. It enables the customer to create full looks from our clothing or to pick key items that they are missing. Each piece has been designed using sustainably conscious materials, from fabrics to trim, and we strive to constantly re-evaluate and improve our processes in order to ensure we are always creating as much of a positive impact as possible.
“The product offer is therefore a mix of outerwear, denim, jersey basics, dresses and tailoring. Following the pandemic, comfort is still key, so we have incorporated this into the design of our products as well. The range is designed to be worn across the seasons and features carefully considered timeless pieces.”
Where we can find Fika – and FYG – at Moda and Autumn Fair respectively?
“At Moda, we will be launching Fika in Hall 8, Stand No. 8B62-C63, and showcasing FYG at Autumn Fair, Hall 6, Stand No. 6L21.”
Top: Timeless clothing from Fika, launching at Moda in September.
