Emily Woolerton from The Know. Image supplied.
Emily Woolerton is the designer and founder of contemporary fashion label The Know which is based in Mount Maunganui. Hailing from a creative background, Emily has utilised her graphic design and illustration skills to create a range that offers hand-drawn designs with printed, embroidered and hand-sewn pieces. She launched the label in 2019 with a considered collection of men’s and women’s clothing offering each piece as a walking canvas.
We caught up with Emily to find out more about her brand, what inspires her and what you would never catch her wearing!
Tell us about your latest collection?
Every collection starts with a spoken word on a topic that I’m learning, and the written imagery of the poem then informs the visual imagery of the clothing.
My middle name is May, and so the latest collection Dear May is an open letter to myself about what it means to sacrifice something.
While it’s extremely hard to give up something when you can’t see the next thing yet, I found hope in the fact that everything works together for good.
“From the grand total of nothing, came everything.
In the gap between what was and what isn’t yet, lies more than an enigma.”
You can watch the spoken word on our website or Instagram @theknow.nz
What made you become a designer?
I love the idea that clothing is a walking canvas. What you choose to wear is such a statement.
Looks from The Know’s Dear May collection.
What inspires you?
Theoretically – The fact that we can make a difference.
Visually – I love natural textures and patterns, and the way elements interact with each other.
Describe your personal style and how it influences your designs?
I love a good oversized dress, which friends lovingly refer to as my collection of tablecloths.
Comfort is key – clothing has to be comfortable to move about in, and practical to sit or do whatever you like. Great design makes life easier, not more restricted.
What is your all-time favourite purchase?
A giant woollen coat that a friend was parting with. It’s a size or two too big and so doubles as a blanket, and has inner pockets that are the perfect size for a bottle of gin.
What wardrobe item should everyone invest in?
Comfortable shoes. Investing in a good pair of stomps will set you up for a heap of good days.
Do you have a style rule you always obey?
Layer it up!
Looks from The Know’s Dear May collection.
What has been the highlight of your career so far?
Alongside The Know, I run a design studio in Mount Maunganui called Calico where we create brands and spaces. It’s been so fun to let the two intertwine a little. In 2019 we created an immersive launch party for The Know with huge hanging fabrics printed with poetry and projected large looping videos across the room. It was so fun to create a space where people could step into the collection as a whole, where it’s more than just clothing but is about ideas to wrestle with too.
What can’t you live without?
Quality people to refine ideas.
Finish this sentence – You would never catch me wearing…
Anything fabric that’s sparkly, unless it’s for a costume party.
Images supplied.