Local Brand I.E. Pformed From Traditional To Exquisite

Women's clothing brand Individual Expression (I.E.) is the local famous brand Allure's "sister", which belongs to the fashion design company BY3, and is the baby of local designer Ye Dekeng (50 years old).

In 1986, ye de Kai and his friends founded BY3 fashion design company, which owns Allure, Melange, Myra B and Tamara. In 2000, he felt that there was a local clothing brand specially designed for young women, so she decided to create I.E.

The brand was first noticed, because its clothing was made of batik cloth, which had a lot of color and color. However, traditional fabrics rarely appeared in the new generation lines, adding modern charm to the tradition.

Ye Dekeng said, "I love batik. At the beginning of the brand building, I put a lot of batik into fashion, hoping to make a local culture fashionable."

Three years ago, he took the brand to a friend Liu Youhua (33 years old) at the helm, the latter joined the drastic reform, the current I.E. is all behind Liu Youhua's promotion.

Unconsciously, enter the fashion circle and learn from scratch.

Liu Youhua, the helmsman of I.E., has a baby face and two deep dimples on his face. On the day of his visit, he wore a T-shirt shorts into the mirror, and the overall modeling was childish. It was hard to imagine that he brought I.E. to the backstage people in Spain, Turkey, Japan and the United States.

The big boy from Kuching turned out to be a computer engineer who studied in the United Kingdom for master's degree. In a few years ago, he accidentally helped Ye Dekeng design clothing and promotional materials for fashion.

He said: "I love painting from childhood, when I grow up to contact clothes and arouse my love when I was a little boy. I didn't charge for him, I said, it's better to do some clothes for me as a reward."