Drifters London Designer Latifah Usman, where does your creativity come from?
I'm very inspired by people, culture and ethnicity. I think most of this is due to the fact that I myself am British, Nigerian, Lived in Egypt for 4 years and attended an international school and then came back to a very English boarding school. I've been surrounded by so many different languages and cultures. I find it beautiful to try, explore and express them through design.
Do you feel more inspired when you are happy or with the darker state of mind?
I definitely get more done when I'm happy! I'm more inspired when I’m happy for sure, but a lot of my really creative moments come from a darker state of mind where I'm more pensive and focused on whatever the task is at hand.
Where does the brand name come from? Is there something behind it?
I have always seen myself as and called myself a drifter. I think because I have moved around quite a bit and definitely have a travelling spirit. I almost feel a little lost if I am not seeing something new and discovering a place I haven’t been to before. I’m trying to hit 30 countries before I hit 30, all of the travelling forces me into new environments, inspiring me every time.
The brand itself is based around the idea that as people we are always changing, personality, style, choices. We are not static, so we almost drift through life discovering new things, new clothes, new interests... this is what the Drifters man is about, he embraces change. This is also why no two collections will ever be the same. I love to integrate new pieces and styles into every collection to make sure it’s always a little different while still sticking to the main aesthetic.