Design Ireland's Reuben Avenue proves a hit with Kim Kardashian West

Photo of Design Ireland's Reuben Avenue proves a hit with Kim Kardashian West

Founder of Irish clothing brand Reuben Avenue, Eoin Dillon, says that the traffic to his website has gone up by 1,600 percent since the social media icon and television personality, Kim Kardashian West, who has over 147 million followers on Instagram, was spotted wearing a coordinating outfit from his current collection on American talk show The Today Show on the opening day of New York Fashion Week.

The beautiful silk two piece came from one of Reuben Avenue’s US stockists - Church Boutique in West Hollywood - known for its luxury streetwear, high-end and avant garde collections. Closer to home, Reuben Avenue is currently stocked in Kilkenny on Nassau Street as part of the Scéal collaboration between Design Ireland and Kilkenny.

Photo of Design Ireland's Reuben Avenue proves a hit with Kim Kardashian West

“It’s kind of unbelievable that Kim Kardashian West opted to wear my designs for her appearance on The Today Show," said Eoin Dillon when we caught up with him by phone. “It is pretty surreal to see someone like her wearing something you’ve made. It’s like a sketch being brought to life. She’s like a modern day deity and one of the most influential people on the planet in fashion terms - it’s like a modern day Cleopatra wearing one of your designs."

Eoin believes that Kardashian West was drawn to both the beauty of the garment as well as the quality of the fabrics and the comfort they provide. His collections feature high quality natural materials which include silk, Irish linen, organic Mongolian cashmere and wool. He uses shell buttons in his designs and natural cotton thread so that the garment is completely biodegradable not just at the end of its life (though these garments should last a long time being beautifully made in a small manufacturers in Rathfarnham in Dublin) but also to ensure that, in the washing of the garments, no polluting microfibres enter the ecosystem.

Photo of Design Ireland's Reuben Avenue proves a hit with Kim Kardashian West

If luxury wellness and sustainability are huge trends right now then Eoin Dillon has certainly tapped into these trends with the Reuben Avenue brand. “Wellness is a big trend right now and so is sustainability,” says the fashion designer who previously studied both engineering and architecture at degree level. “However people do not want to sacrifice comfort in order to look good so my brand is about creating clothing that uses biodegradable materials that are locally and ethically produced in Ireland where I live - it’s about slow, luxury fashion.”

Eoin established his brand last year having worked in various roles over the past number of years both in the United States and in Britain. He has previously worked as a set and prop designer for television and film and has worked in creative direction on advertising photo-shoots for brands such as cult glasses brand Linda Farrow and sportswear brand Lacoste.

Photo of Design Ireland's Reuben Avenue proves a hit with Kim Kardashian West

His design process involves sketching by hand into notebooks and developing his designs with his pattern cutter. “I sketch it, design it, work on cut and shape, source the fabrics etc. and then I work with a pattern cutter. As an engineer and architect I work in 3D but the designs start in one of my two notebooks which I always carry around. The other notebook is full of my to do lists.”

Aesthetically, the designer says that he is drawn to clean lines but has varied and eclectic sources of inspiration. He is inspired by space, space travel, nature, architecture and the 1980s among others. As someone who has lived abroad and travels regularly he says that he is inspired by various cultures and people of all age groups that he encounters.

Photo of Design Ireland's Reuben Avenue proves a hit with Kim Kardashian West

While Reuben Avenue fan, Kim Kardashian West, might be one of the most overtly female personalities on the planet, it is the case, nonetheless, that Reuben Avenue has been conceived of as a unisex or gender free brand. “A pair of tracksuit bottoms are just a garment - it doesn’t matter who is wearing them - there are lots of clothes that are unisex. It’s just clothing. Those identifiable marketing tools are just too restrictive - I reckon you should just wear what you want," he says.

The Reuben Avenue collection runs in sizes 6/7 to 15/16 (extra small to large) and can be found online at reubenavenue.com. Items unavailable at the time can be made to order within approximately one month.

Stories you might like

Brookwood Pottery: From garden garage to studio shop

Features

Brookwood Pottery: From garden garage to studio shop
Read more
Symbolic jewellery proves a hit at the Oscars

Features

Symbolic jewellery proves a hit at the Oscars
Read more
Written in Metal: The Jewellery of Enibas

Features

Written in Metal: The Jewellery of Enibas
Read more