REPLAY Takes Luis Dobbelgarten and Elli Drake Beyond The Stars
What imbues productions with their larger than life audacity that stops people in their tracks? While these shoots seem to sometimes drop from the sky, the reality is that every star-studded cover is backed by the work of dozens of creatives. Their tireless efforts and long sleepless nights are all done in the pursuit of producing shoots rich in reference, detail, and quality.
Knowing a thing or two about star power, REPLAY Jeans is launching its new campaign, “Going Beyond the Stars.” Spinning the spotlight onto the behind the scenes stars we don’t always get to see, REPLAY is offering a glimpse into the craftsmanship that goes unsung far too often.
Check out the campaign as it re-centers the attention onto the creatives who go above and beyond in their own work and are reshaping the landscape of creative production along the way. First in focus: Designer Luis Dobbelgarten and stylist Elli Drake.
Dobbelgarten and Drake were both natural choices for the campaign. Their unabashed creative talent is matched only by their own commitment to commitment to community-driven fashion. REPLAY, whose own dedicated community of fans appreciates bold innovation and craftsmanship, recognizes the significance of these unsung heroes in pushing fashion boundaries and elevating creative industries to new heights.
German designer Luis Dobbelgarten is the founder and creative force NO/FAITH STUDIOS. When he started the brand back in 2016, his intention was simple: create innovative fashion. The popularity of his brand has taken off in recent years, and has built a particular reputation for its much coveted denim and leather pieces. His early start in the industry and quick rise to success has hardly gone unnoticed by the fashion world, with Dobbelgarten’s exceptional achievements landing him a spot on the 30 Under 30 Europe 2024 List.
Can you tell me a bit about yourself?
I’m Luis Dobbelgarten, founder and designer of NO/FAITH STUDIOS. I started my brand when I was just sixteen years old, and it's taken me a lot of sleepless nights, hard work, and a bit of luck to get where I’m at now.
How did NO/FAITH STUDIOS get founded? How did the journey toward your career lead you to building your own label?
At first it was just an idea in my childhood room. I sold my first pair of Jordans and bought the cheapest screen printing machine on the internet. People who grew up in my area were oftentimes pretty bored, and I wanted to break this cycle of boredom for myself.
How does fashion intersect with personal nostalgia? On set you’d mentioned that REPLAY was a nostalgic brand for you, given your father used to wear them. Did this project feel full circle for you?
Nostalgia is the biggest player in fashion right now. A lot of brands are trying too hard to play with the nostalgic emotions. But for me, REPLAY was one of the main denim brands my dad used to rock when I was younger. So, it just felt natural for me to work on this project.
You’re still primarily based in your hometown of Eifel, Germany. Why have you chosen the countryside over fashion capitals like Paris, London, Berlin, or New York? How does being rooted in your hometown inform your work?
It improves my creativity. In the Eifel area, I can find influence from things that people in the big cities won’t see. Admittedly, it’s not easy to find people who are willing to work in our area, especially as we want to grow our creative team. I also have an atelier in Berlin now, so I’m constantly switching between Eifel and Berlin.
Distressing fabrics is something you’ve made yourself known for. What is it about this technique that you find attractive when you are designing clothes?
Most of my personal clothes are distressed because of their age rather than from a factory process. There’s something personal in a distressed piece of clothing, which is exactly what I tell the people when they ask me how I prevent heel-bites on NO/FAITH STUDIOS pants—I don’t.
What are common motifs in your work? What visuals do you enjoy playing with most and why?
Eifel is the most common motif in our work. We use local sayings, pictures and figures in a lot of our clothes. It’s mostly hidden in plain sight and unknown to anyone who is not familiar with our area—that’s what I like about it.
What advice would you give to someone who is trying to develop their own eye for fashion?
Don’t listen to the “tastemakers”, find your way and use your voice.
Elli Drake is a renowned stylist who has developed a name for herself through a trademark use of vibrant colors on the talent she styles. Her loud and maximalist styling, however, are not all that she is known for in the industry. Drake has also made a clear commitment to promoting diversity through her styling work. Having a number of high-profile collaborations with prominent names such as Sulwhasoo, 6PM, and Hely Doan already under her belt, Drake’s vision for what the industry could be for others is guiding her forward.
How would you describe your signature styling aesthetic?
My signature styling is all about combinating colors, mixing patterns and addings lots of fun jewelry to it. There's no such thing as too much or too colorful!
What excites you about styling? Which aspects of this creative field do you draw your energy from?
It's whole package. From researching, understanding the direction, working with people to organizing the clothes. Stylists need to be everything at once, and this forces me to push my own boundaries.
Where do you draw inspiration from and how do you incorporate that into your work?
I’m influenced by my family, friends, and all the people I work with. My little baby brother is turning 18 soon. Talking with him and about the differences between Gen Z and my own generation, and then learning about our differences make me understand my audience better.
What challenges have you faced in the fashion industry, and how did you overcome them?
When I started as a stylist I always thought I was invisible. It was a classic case of suffering from imposter syndrome. But in reality, it was always a representation of my surroundings. With my cultural background I felt alone and that I don't belong to ‘the others’. By now time has changed a lot and I see so many POC and BIPOC who are changing the industry.
What advice would you give to aspiring stylists who want to use their work to drive change and promote diversity in fashion?
Don’t be afraid to tell your story. Use your cultural background as a weapon and a super power. Start small, be consistent with your work and go the extra mile. Everything takes time, but if you put enough passion into this, you will sooner or later succeed.
