Studio 27 was first featured back in July in the article ‘Fashion Trends: Caribbean Streetwear Brands‘ by Andia Wellington. CARIB VOXX recently caught up with the brand’s creator Maya Angelle and got to know some more about Studio 27’s conceptualization and product offerings Here’s what we had to ask and what she had to say.
Tell us about the mastermind behind Studio 27, Who is Maya Angelle?
I am a creative from Kingston, who is passionate and patriotic about Jamaica and its culture. I attended art school every summer and loved expressing myself through the visual and performing arts from a tender age. I consider myself a minimalist – less is always more. Aside from being an entrepreneur, I am a full-time educator.
What was the inspiration behind Studio 27? How did it become a reality?
Studio 27 is an outlet for my creativity. I enjoy designing – both fashion and interior spaces. Living in the US, it is important for me to express myself, stick to my roots, and be self sufficient. I wanted to communicate Caribbean culture, Afrocentrism, and minimalism through a brand that people would resonate with. I have achieved this by making my Instagram a cross-promotional platform (working with up-and-coming artistes, models, creatives etc.) After graduating from Florida State University with my Bachelors in Marketing, I decided that if I could not find a job in marketing I would use my skills to market my own brand… (BLACK POWER!)
What is Studio 27?
Studio 27 is a lifestyle brand – created for the stylish minimalist. It offers its clientele a fresh way to express themselves and to showcase where they’re from.
Tell us about your products?
All my designs are influenced by modernism, minimalism, timelessness, culture, and roots. For me, the absence of color and simplicity makes things timeless. LESS IS MORE.
Are all your products designed by you?
Most of my products are designed by me – the exception is the KINGSTON and MONTEGO BAY maps, which were curated by me. I then used that design to create the beach towels.
How effective was it to incorporate home décor within your brand and does the market gravitate to this?
As a lover of interior design, it was necessary to incorporate it into my business. I express myself through fashion and designing spaces. Solitude is also very important for me, and where I get that solitude needs to be aesthetically pleasing and peaceful. I believe the market gravitates towards the simplicity of it all – minimalism and modernity are becoming more popular.
What role has social media played in the success of your business?
Social media has played a significant role in the success of Studio 27. Most of my campaigns are ran through social media, which then leads to referrals and sales. I think having an instagram page was one of the wisest decisions, as it is easier to engage an audience and communicate a brand essence using that platform.
What type of impact would you like your brand to leave on consumers?
Express yourself. Whether that is through fashion, art, music, etc. Caribbean fashion does not have to be the typical red green and gold – simplicity is key, less is more. Minimalism is liberating, peaceful and satisfying. It should be a priority to stay in tune with self by being in-tune with culture and roots. And most importantly, black businesses are DOPE.
How do you feel when you see someone in your brand?
A few weeks ago my friend sent me a random video of a girl walking on the road with a Jamaica (1962) Backpack and I got goosebumps. It was surreal, and I felt accomplished. It is a great feeling to know that people like the brand and are using my products every day.
If you could do a Studio 27 collaboration with another brand, who would it be?
There are a few brands out there that I would love to do a collaboration with. Off the top of my head I would say, Caribbean – House of Marley, and international – H&M.
The streetwear culture is getting very popular amongst Caribbean brands, what would you say is the reason behind this?
People are always looking for an outlet to express themselves. Streetwear is about culture, which is a timeless aspect of fashion. I think everyone is striving for longevity while being casual and comfortable.
Were there any challenges faced in your journey of becoming a fashion designer as well as owning your own business?
Life’s challenges was the motivation to start a business. The journey is not an easy one but it is definitely worth it. Fashion can be tricky, often times you’ll find yourself wondering if people will even like what you’re doing – you just have to believe in yourself and trust the process.
What’s next for Studio 27?
I hope to have more collaborations with Caribbean creatives that have the same mindset as I do. I eventually would love to move from an online store to a concept store in Jamaica. My long term goal is for Studio 27 merchandise to become an everyday staple for black people everywhere who are proud and patriotic.
