Style: Catchin' up with Di Trends

Kymone Booth, Gleaner Writer

IF I were to tell you that clothing store Di Trends is one year old, you would probably not believe. On the day I went to conduct my interview there, I could hardly find a place to stand; so I asked co-owner Venal Milligen if it was a bad time, and before he could answer a customer responded: "No, it's like this all the time!"

In the midst of eager customers and the staff's positive attitude to each customer's needs, Venal was able to sit with Saturday Life and tell us about his store and personal style.

How long has Di Trends been in operation?

Well, you know, Di Trends started operations on December 10, 2009, so that makes us a year and a month (laugh).

So, why did you decide to open a clothing store?

The idea came from my partner. She got the store and had asked me to come on board with her.

Is this a unisex store or do you cater to a specific sex?

Definitely not. We cater to both men and women. I deal with the menswear aspect, and my partner deals with ladies' wear.

What brands do you carry?

To be honest, we carry mainly European brands and most are unknown - the ones that people overlook. You know, people forget the brand is not what makes the clothing stand out, it's you. So we decided to carry those brands that most people don't know of, yet the clothes look great. But you can find one or two brand names, but we try not to, as everyone else does it.

How would you describe your store's style or better yet what do you strive to portray to your shoppers?

Well, we are very urban-chic, extremely trendy with a bit of unusual spunk. The image we portray is that seen in magazines, such as Complex.

Tell those who have never been to your store, what makes your store so different from the other clothing stores?

That is easy, we run our store on a policy geared towards getting our customers the best pieces for extremely low prices. In essence, we run the store on a 'savings base'.

So ... you cater to everyone right?

Yes, we do. Di Trends caters to everyone, especially the teens - those in high school.

What was the hottest trend of 2010 for men?

Last year, it was all about the cardigan for men.

And what in your opinion was the hottest trend of 2010 for women?

The look for women was definitely the rock-style look - leather pants, tights, jackets and bold jewellery.

Now, tell me Venal, which artiste or socialite shops at Di Trends?

Oh well, I-Octane loves the store, if he can't come he sends someone, also Konshens.

Which designer should people look out for in 2011?

The designer to look out for in 2011 is definitely Rojah Trends. He specialises in menswear, but he is in the process of designing his female line.

What is fashion to you?

Fashion, to me, is about personal style, what best fits you. To be honest, I do not take my style from anyone, it comes from how I feel about a specific clothing item.