ROODMOOD gets chatty for our first ever spotlight session – with the light shining brightly on Cheianna Wilson, founder and designer at clothing label Shy Denim. At just 22 years of age, she is changing the denim game with unique and affordable pieces that she customises herself from pre-loved denim.

Q: It can be scary putting yourself out there, especially as a designer. What pushed you to create your own label? Was anything holding you back?
A: I have always loved sewing and creating things, but it wasn’t until the end of my university degree that I decided to turn my hobby into a label. When I started wearing my own pieces, I began to get a lot of compliments and found the market for what I was making.

Q: Shy Denim is proof that one man’s trash is another man’s treasure. What are your go-to places to find that perfect piece of vintage denim?
A: As soon as I started Shy Denim all my friends and family began to collect / keep their denim pieces for me to recycle. Since moving to Sydney my “go-to” places are thrift stores (out the suburbs so it’s cheaper, Newtown etc. are quite overpriced) and I like browsing through different markets for some denim goodness (Glebe used to have this amazing international denim stall, but they seem to have left *sad face*).

Q: Your instagram is chockablock with creative inspo. What are your fave feeds to follow?
A: I love finding colourful, inspiring accounts to follow for inspo. Sophia Athas (@hatrikkk) is a huge inspiration for me, I think she’s doing amazing things! Sophie Hannah (@sophiehanna) is also a creative queen!

Q: Now for the hard stuff. You can only wear one outfit for the rest of your life. What is it?
A: Easy: DENIM ON DENIM! Take a look at my Coachella fit by Shy Denim for an idea of what you’d see me in…

Q: Denim DON’TS?
A: There aren’t any “don’ts” with denim… that’s why I love it so much. It looks good on anyone, any size, any skin tone etc. etc. As long as you’re applying general styling tips to whatever denim it is that you’re wearing- you’re good to go!

Q: What’s the best piece of fashion advice you’ve ever received?
A: I think the best piece of fashion advice I’ve ever been told is to just dress for your body type… work out what works for your shape and then your style!

Q: What’s the best piece of fashion advice you could give us?
A: When in doubt… it’s always better to be overdressed, than underdressed.

Q: Favourite Met Gala look Of All Time?
A: Ah, I don’t know if I could pick a favourite?! I loved Lili Reinhart’s look this year- magical. Kylie & Kendall’s from this year as well… obviously!

Q: And finally, where do you see Shy Denim in ten years?
A: My main goals for Shy Denim are to keep developing this into a professional business. I have been researching online shops & working on the graphics for this to look amazing. I also want a Shy Denim studio so I can create pieces whenever I want! We’re in the process of trying to move into a bigger apartment, so this can come to fruition. In 10 years’ time Shy Denim will be huge!

Keen for more Chei? Check out her website and Shy Denim’s Insta!


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