Daisy Emerson is the super cool artist, illustrator and sign writer who we enlisted to hand paint names and initials on IDA Sadie the Boiler Suit at our recent launch at Rolls-Royce. Living and working from her East London flat, she's creative and passionate, surrounded by art within her modern space. After studying at Central Saint Martin's, she's worked with brands including Facebook, John Lewis, Virgin Media and Scotch & Soda plus has exhibited at Somerset House's Pick Me Up show in London. We caught up with the talented typographer wearing her favourite classic denim pieces.
DONNA IDA: Where are you from and where did you grow up?
Daisy Emerson: I’m originally from near Brighton but I moved to London about 12 years ago as soon as I could to go to Art School. I definitely call London my home now and I’m not sure I’m in any rush to leave.
DONNA IDA: How did you get started in the sign writing and illustration world?
Daisy Emerson: I’ve always been artistic and it’s all I’ve ever wanted to do from as long as I can remember. However when I left university, I somehow fell into marketing, events and creative agencies so it’s only recently I’ve been able to do my illustration full time. I don’t think I had the confidence back then or the hunger for it, but now I’m a little older and wiser I’m loving it.
DONNA IDA: What inspired you to start your business?
Daisy Emerson: I was freelancing in a Creative Agency part time as well as trying to do my illustration on the side, this always proved difficult as there was never enough time for me to dedicate to my personal work. After a few years there I decided to leave to go it alone and become freelance again, this time focusing fully on my illustration. I attended a sign writing workshop shortly after and instantly I was hooked…..Now I can’t imagine not working for myself ever again!
DONNA IDA: What are your tips for customising clothes?
Daisy Emerson: Less is more…
DONNA IDA: Have you ever ripped, frayed or distressed your jeans?
Daisy Emerson: Yes, perhaps when I was a teenager! Although I’ve definitely ripped the knees of some older jeans I own more recently.
DONNA IDA: You have customised lots of Sadie the Boiler Suits, how does it feel when you see someone wearing an item you have customised?
Daisy Emerson: It’s nice to see my customisation on Sadie the Boiler Suit, the feedback has been great from everyone especially at the events I’ve done…It’s nice to be able to customise something for someone as it’s makes it their own and it’s more personal to them. It’s good to see my lettering and customisation up on Instagram from some of the well known fashion bloggers and other interesting people, that’s nice to see.
DONNA IDA: What can we expect to see from you in terms of your next project? What are you looking forward to working on?
Daisy Emerson: I am working on a set of greetings cards for a client at the moment, it will be the second set of cards I’ve done but this time we are incorporating some different print techniques like foil blocking and specific colour ways so I’m really excited for the finished result. I’m also going to be doing some bespoke signage for a selection of events working with an event styling company and some other festival stuff which I’m looking forward to. I’ll also be releasing another couple of editions of screen prints around July time too which I’m excited about.
DONNA IDA: What are your wardrobe essentials and how do you wear your jeans?
Daisy Emerson: A good handbag and good shoes….oh and good nails! I always try and have manicured nails. Your hands are one of the the first things people see when they meet you so they should always look good! I also love a fresh white shirt or t shirt paired with my Whistles leather biker jacket…I wear this combination a lot. Whenever I shop I always seem to come back with a few new white tops! In terms of how I wear my jeans, well I pretty much live in high waisted black skinny jeans. I wear a lot of black, white and grey so this is pretty much my staple along with a Superga platform pump or a silver metallic brogue….
DONNA IDA: Why do you think jeans are such an iconic item?
Daisy Emerson: I think they’re so iconic as they’re so versatile and they can look good on absolutely everyone, you can probably say at least every person owns a pair of jeans...
DONNA IDA: Which are your favourite jeans from our shoot and why?
Daisy Emerson: I loved the feel of IDA Rizzo in Blackest as they felt really snug and fit perfectly, the denim was incredibly soft and of course they were black and skinny!
DONNA IDA: Who is your denim icon?
Daisy Emerson: Donna Ida Thornton of course! ;-)
DONNA IDA: Where in the world are girls best dressed? What kind of style do you admire?
Daisy Emerson: I’d say London….I love simple and fresh, nothing too fussy or with pattern. I’ve got a bit of a phobia of pattern when it comes to clothes, apart from the odd monochrome stripe. There’s a good few fashion bloggers I really like in terms of style, they’ve nailed the monochrome theme which is probably why!
DONNA IDA: Describe your style highs and lows?
Daisy Emerson: Lows are having to wear old paint covered clothes on a messy job…..Highs are wearing brand new clothes, I like that feeling when you’re excited to wear something new.
DONNA IDA: What’s your favourite restaurant?
Daisy Emerson: I love the new Soho House in Dean Street, the outside courtyard is a nice relaxed spot in the middle of Soho and the food is always good. I like Granger & Co in Clerkenwell too. Oh and for when I’m feeling naughty I love Bird for their Buffalo Wings!
DONNA IDA: Where’s your ultimate holiday destination?
Daisy Emerson: I love the USA, I’ve been to Las Vegas, New York, San Francisco, Yosemite and parts of California but I would love to do a road trip through America. There’s so much more to explore and see. I always feel like I’m in a film when I’m there - I’d love to visit even the obscure and lesser known states, it’s definitely on my 'to-do’ list. For this Summer however Greece or Ibiza will have to do!
DONNA IDA: What is your favourite fashion magazine?
Daisy Emerson: I’ve subscribed to ELLE Magazine for years so I’d probably say that…I’ve got years worth of issues I can’t seem to ever throw away.
DONNA IDA: What advice would you give to a younger you?
Daisy Emerson: Have confidence in what you do…..
DONNA IDA: What’s next?
Daisy Emerson: Apart from work related stuff, we are in the process of buying a house so I’m super excited about the interior design aspect of it! I’ve always wanted to make my first home so I can’t wait to do so, I’m spending far too much time on Pinterest at the moment getting lots of inspiration.