Dear Ermina

05/09/2024

Dear Ermina Updates,

1. After months of meticulous creative planning, we are excited to announce the upcoming launch of our latest campaign, 'The Fútbol Club,' scheduled to go live this Friday, May 10th, 2024.

2. This collection comprises six new pieces, each intricately designed and initially conceptualized in early December. However, it has taken about five months of refinement and adjustment to achieve the perfection we were going for. Since December, we've established a partnership with a new manufacturer in Portugal, taking a leap of faith in the hopes of aligning their vision with ours to bring our creations to life.

3. One particular piece that we hold in high regard is the 'FÚTBOL ZIP-UP CARDIGAN,' which will also debut this Friday. This item has undergone extensive attention and care to ensure its perfection. From intricate details on the front, back, to the sleeves, every aspect of this knit has been meticulously crafted with tons of love.

4. With each piece, our aim is to encapsulate the stories of immigrants through stitched threads. This collection specifically dives into the immigrant experience through the lens of a profound love for Fútbol, a universal sport that embodies themes of love, struggle, and aspirations for many.

5. A large piece of this collection drop was our latest campaign shoot that took place in late April. It was a huge success, thanks to the collaboration of creatives from diverse backgrounds who helped turn our vision into reality. From conceptualization to ex*****on, every aspect, including finding the ideal location, selecting the perfect photographer, videographer, models, and team, culminated in a result that exceeded our expectations and more.

6. We want to take a moment to thank our photographer for this shoot, Oscar Ozbay and our videographer, Damir Osmanovic, along with every individual who contributed their creative flair both in preparation and on the day of the shoot.

We are immensely grateful for the overwhelming love and support we have received thus far and aspire to continue this journey with you all.

Love, The Dear Ermina Team.

04/16/2024

THE FÚTBOL ZIP-UP CARDIGAN | COMING EARLY MAY.

Fútbol has always been a way of life. With this piece, we aim to connect with you on our shared love for the game, while continuing to tell an immigrant’s story through stitched threads. This jacquard knitted piece has been handcrafted in Portugal and has touches of embroidery throughout that tell our story and where it all began — Brooklyn, New York 1992.

We are very excited to share the next pieces of our Fútbol collection with you. Available on dearermina.com

08/10/2023

In the realm of meticulous planning, sometimes the beauty lies in the unplanned. 📸

Our 'Planted From The Roots' shoot day took a turn when we encountered a hiccup at our original location and had to quickly find a substitute. What we later realized is, the second location not only resolved the situation but also enhanced our creative narrative beyond our original intentions.

Within our tight-knit team, each member wore multiple hats, seamlessly transitioning between makeup, curating diverse looks, capturing content, and much more. The shots and campaign video exceeded all expectations, reminding us that the unforeseen can, at times, outshine even the most detailed plans.

Today, we embrace the unplanned, and the unmatched creativity that blossomed from it. 🌿 https://dearermina.com/

08/10/2023

Cream Garden Work Jacket. Live now at dearermina.com

08/10/2023

How did the inspiration for 'Dear Ermina' take shape?

Today, we wanted to take you behind the scenes of our creative process that led to the creation of, "Dear Ermina."

For those new to our story, "Ermina" holds a special place in our hearts as the name of our mother. She's been our rock, showering us with boundless love and unwavering support. Over the years, we often dreamed of finding the perfect way to give back, to show our deep gratitude for all that she has done for us.

Finally, one day, we decided to pool our collective strengths and embark on a creative endeavor. The idea of crafting a sincere 'love letter' to Ermina was born—a heartfelt tribute to the incredible woman who has given us the world.

Drawing upon each of our unique talents and abilities, the journey of creativity and collaboration began to take shape. Together, we carefully created a tapestry of ideas, capturing the essence of our mother and expressing our profound appreciation for her.

'Dear Ermina' is the beautiful outcome of our combined efforts, a testament to the power of love, family, and the shared experiences of struggle and hardship. 💌 It embodies the impact that a shared vision can have when brought to life with passion and dedication.

https://dearermina.com/products/cream-garden-work-jacket

08/10/2023

Welcome to Dear Ermina - a place where fashion intertwines with an incredible journey of love, determination, and a shared dream among four siblings. It's not just a brand; it's a heartfelt tribute to our extraordinary mother, Ermina, who bravely moved to Brooklyn, NY in 1992, seeking a better future for us during the tumultuous times of the Yugoslav war.

Dear Ermina is a reflection of her unwavering strength, the values she instilled in us, and the unbreakable power of family bonds. We couldn't be more excited to share our unique creations with you, each carrying a part of our mother's legacy and the essence of our shared experiences.

We invite you to join us in celebrating resilience, cultural diversity, and the beauty that blossoms from a family's unyielding love. Together, let's embrace the spirit of Dear Ermina and make a positive impact in the world of fashion, fueled by our compelling story of love, hope, and determination.

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