One To Watch: Matthew Wade creator of SHADE

Fashion labels are popping up every were.. so its not often you see one standing out from the crowd. That was until SHADE came along! With a strong distinctive energy that epitomises the core of East London style and attitude. SHADE is pegged to be a big name of the future. KALTBLUT magazine was lucky enough to meet the creator of the brand Matthew Wade, for this short and informal interview about what inspires, motivates and the future of this über cool fashion led streetwear brand SHADE.

KALTBLUT: What’s your inspiration behind your current collection?

SHADE: Well SHADE London’s inspiration starting point is always ‘über graphic streetwear’, we love bold, body conscious looks made from plush fabrics. But in particular with this collection we were inspired by early 90s club culture, house music and late night raves. We wanted something that seemed authentic, versatile pieces that gave an essence of the era but were also timeless in a way. Iconic.

KALTBLUT: Who would you most like to see wearing your clothes?

SHADE: Everyone! people just out and about enjoying themselves and doing there own thing. Putting their own spin on an outfit and feeling confident in expressing themselves.

KALTBLUT: Who’s your favourite fashion icon and why?

SHADE: Fashion icon is a bit of an uncomfortable label for me to place on someone, I’m very much a nostalgia freak and naturally drawn to style that denotes a certain period or essence of a time. Famous women who I am generally inspired by are the likes of old school Janet Jackson, Sinead O’Connor, Madonna, Left Eye and Rihanna if considering someone of today.

KALTBLUT: Whats the best piece of advice you were ever given?

SHADE: Don’t sweat the small stuff, if it doesn’t matter in a 1 month it doesn’t matter.

KALTBLUT: Tell us about your journey that lead you to this point.

SHADE: Well I’ve had a label of some kind since I was 17, cutting up cheap curtains and making them into mini dresses to sell on eBay during the holidays. I did this throughout university as a way of earning money and gained a lot of confidence in my abilities to successfully create something an audience would respond well to. Then after university I decided I wanted to expand outside of eBay and create a label that had a point of view and a following all of its own. So while interning for other fashion related businesses I ignited the beginning of SHADE London with a couple t-shirt and sweatshirt designs marketing solely on social media, it became successful pretty much instantly and 3 years on we’ve expanded and I haven’t looked back since.

KALTBLUT: Why did you become a designer?

SHADE: I never went to design school or trained formally in pattern cutting, grading etc. so I don’t really deem myself as a designer. I feel creative director is probably a better title to give myself and I think the reason why I feel most comfortable in that role is because I like being the overall visionary of the brand. I think it’s so important to keep your aesthetic consistent and narrate a cohesive story for customers in order to relate and speak to them in some way.

KALTBLUT: Whats the best thing about being Matthew Wade?

SHADE: Flexibility, control of your own destiny, travelling and parties.

KALTBLUT: What do you do to let your hair down?

SHADE: Probably go out and get too drunk with friends.

KALTBLUT: What does the future hold for SHADE?

SHADE: New website, more collections, new ranges of products, collaborations, new stockists and more. Watch out!