CEO and founder, Innes Dudakova tells us more about her brand. PSYCHO as your style being a reflection of your personality.
What made you want to start a fashion brand?
I’ve been in the fashion industry for almost 20 years, learning all there is to know. From modelling, I ventured into wholesale businesses in clothing and footwear. Starting your own business though is quite different! I always knew I wanted something that is mine, but the motivation came from a very close friend of mine, who really pushed me to believe in myself and take the leap. I’m forever thankful.
What does ‘PSYCHO’ mean?
Psycho is a blend of modern psychology with technology. For me, the brand is something that belongs to everyone, from all walks of life. Every person has something quirky, and different about them. The concept of Psycho is to embrace yourself, flaws and all, and be proud to be unique. We print codes of ‘diagnoses’ or ‘addictions’ on our clothes to make light of modern-day ‘flaws’.
PSYCHO is a blend of modern psychology with technology
Can you tell us the idea behind the diagnoses?
Scientifically, there are very few people who don’t have any psychological issues, phobias and concerns. We are very in-tune with psychology and how to be mentally healthy. The idea for the Psycho diagnoses, is to accept yourself as you are and to proudly acknowledge your flaws/addictions/traits.
How did you come up with all of the text?
My psychologist has worked with my family for years and I trust her expertise, which is why I asked her to work with us on this. We write the code for each diagnosis as an insight into the thoughts of that addiction but in a positive spirit.
Why is your branding on the clothing quite minimal?
I have always preferred minimal branding, so I avoid using too many logos at Psycho. Good style is not about wearing an obvious logo, it’s how you express yourself by what you choose to wear. Your style is a reflection of your personality.
Be yourself.
Be Psycho.
