How A School Project Turned Into A Fashion Brand

An Interview with EVADE HOUSE founder Evangelina Julia.

EVADE House: https://www.instagram.com/evadehouse/?hl=en

Esteban: Let’s dive in. For those who may not be familiar with you and your work, can you give us a brief introduction to yourself and your brand? 

Eva: Sure! I studied at the London College of Fashion, and I actually built the brand as part of my final major project. However, with the onset of COVID, it was a bit of an ambiguous year. So, I often tell my clients that we officially launched in November 2021 when we finally went live with our website. Before that, we were mainly operating through Instagram. Our brand focuses on blending ancestral techniques like crochet in a contemporary way, making them more wearable and less rough, which I think sets us apart.

Esteban: And the name of the brand is EVADE HOUSE, right? Could you explain the story behind the name?

Eva: Yes, that's right—EVADE HOUSE. Initially, the brand was going to be called just EVADE, but due to some copyright issues, we had to rethink the name. I decided to add "House" because it resonated with the idea of inclusivity and expansion. I liked the idea that it could represent a space where people could either embrace their true selves or explore new identities. Plus, looking at the bigger picture, I wanted the brand name to be flexible enough to extend beyond clothing. Whether it's furniture, perfume, or any other lifestyle product in the future, EVADE House feels versatile and encompassing.

Esteban: So, it started as a school project and transitioned into a full-fledged brand?

Eva: Well, not exactly just a school project. I’ve always been someone who thinks efficiently, so when we were required to create a collection for our final project, I thought, why not make this the first collection for my actual brand? That’s how EVADE HOUSE started. It wasn’t that the school forced us to create a brand, but I saw an opportunity. Instead of letting the collection gather dust, I decided to launch it properly—with an e-commerce site and everything.

Esteban: What did you do early on to make it more than just a school project?

Eva: I was fortunate in that my designs were well-received. At university, we had to create seven looks, and mine were pretty layered, with each look consisting of multiple pieces. I managed to break those looks down into more outfits, which allowed me to present a fuller collection. I didn’t need to create new garments; I just styled the existing ones differently. That strategy gave me around 15 to 17 looks, which is substantial for a new brand.

Esteban: So, you had foundational pieces that you reinterpreted to create a fuller collection. Did you also start selling right away?

Eva: Yes, I did. But beyond just selling, I introduced a rental approach, which was a strategic move, especially during the uncertain times of COVID. We started renting out not just our collection but also pieces from my private collection of antique garments. This approach worked well, particularly with clients like Netflix and various editorials. The concept of rental was relatively new in Spain, unlike in places like London or Northern Europe where it’s more common. It became a key marketing strategy for us.

Esteban: Renting out pieces—especially from a private collection—is an interesting move. Did this strategy help in terms of revenue and brand exposure?

Eva: Absolutely. It provided us with a steady cash flow and exposure while also educating the market on the value of renting. It’s different from simply lending items; clients pay for the rental, which ensures they take care of the garments. Over time, people started understanding and appreciating this model, which was quite new in Spain.

Esteban: I can see how that could really help, especially early on when cash flow is critical. It also sounds like a way to validate whether people truly want your products. How did you manage the logistics of it all—communicating with stylists, setting terms, etc.?

Eva: We handle all our communications via email to maintain clarity and organization. Each project undergoes a thorough assessment to determine how well it aligns with our brand values and vision. When there's a strong alignment, we are delighted to lend our garments without a rental fee.In instances where a project may not fully align with our brand vision or where the garments might be subjected to more wear than usual, we still see the value in enabling creative expressions and opportunities for collaboration. In such cases, we offer our garments for a rental fee, typically about 10% of the retail price. This approach not only supports the sustainability of our collections but also provides a chance for diverse visions to be showcased through our designs.Regardless of the situation, we require a signed contract for every transaction to ensure protection for both parties against potential issues like lost or damaged items.

Esteban: That makes a lot of sense, especially as a way to filter out serious inquiries. What’s been the biggest change for the brand since you started this rental strategy?

Eva: The biggest shift was when we launched our website, which led to a significant increase in orders. Initially, this was overwhelming, especially since we were hand-making items like our signature crochet bonnets. But as we grew, we started working with stockists, which allowed us to outsource some production and manage our inventory more effectively. Nowadays, most of our sales come from stockists, which has eased some of the pressure on direct sales.

Esteban: It sounds like a lot has evolved. Looking back, if you could give yourself one piece of advice when you were just starting, what would it be?

Eva: I’d say, find a partner who specializes in communication and business from the start. My university focused heavily on creativity and design, but the business side was another course entirely. I’ve spent the last two years learning on the go, and while that’s been valuable, having someone with that expertise from the beginning would have saved me a lot of stress, time, and energy.

Esteban: That’s great advice, especially for creatives who might not naturally gravitate toward the business side of things. Evangelina, thank you so much for sharing your journey and insights.

Eva: Thank you, Esteban! I’m glad to share, and I hope it helps others on their journey.