Painting Black Stripes, with Ieva Li
’Clothes deserve a second chance’ is the slogan scrawled across the top of the Black Stripes website. Scroll down and you’ll find punk reworked jackets, dripping in hand applied white illustrations by owner and artist Ieva Li.
Hi Ieva. Let start things off with introductions. In your own words, who are you, where are you from, and what do you do?
My name is Ieva Li. I’m originally from Lithuania, but after finishing school, I began traveling and living in different places, including Sweden, New York, and now London.
I’ve always been deeply involved in the fashion industry while also considering myself a painter at heart. Even while working, I found myself constantly painting-whether it was after work or sketching during my lunch breaks. Looking back, I realize that was the true beginning of Black Stripes!
How did you decide to start Black Stripes?
The beginning of Black Stripes was very organic. Since I was living out of a suitcase, my wardrobe was simple-mostly black. But because I painted every evening, my clothes naturally became covered in paint. I honestly didn’t have money to buy new clothes every time they got stained, so instead of replacing them, I embraced it, and added to it, and the style evolved from there.
People at work and strangers in the street started noticing my pieces, and I realised this was something unique. Musicians and actors began requesting custom jackets, wearing and posting them, which led me to start an Instagram account. As more people wore my designs, Black Stripes naturally grew into a brand where art meets fashion.
Alongside the illustrations, your garments are covered with words, and ideas about life, and fashion. Was there a particular discovery about the fashion industry that made you decide you needed to speak up about its non-sustainable practices in your work?
Working in the fashion industry, I quickly realized how much waste is generated. That’s when I saw an opportunity. I started approaching bigger brands, offering to repurpose their dead stock into exclusive, one-of-a-kind pieces. It all began out of necessity, but I soon recognized the potential in transforming discarded materials into something new.
Living in East London, surrounded by vintage stores, I became obsessed with hunting for unique pieces. In big cities, fashion can start to feel very impersonal, so I wanted to create something sustainable, personal, and artistic, bringing creativity and craftsmanship back into everyday wear!
Tell us about the garments you make, your creative process and the steps you take to make them ethical?
Most of my garments are locally sourced in East London from vintage stores and foundations that give back to the community.
In my studio, I hand-paint the clothes using leather and textile paints or distress them to add character. I ensure that new pieces, like t-shirts or jumpers, are made from recycled or organic materials. For me, sustainability is an essential part of the creative process.
Sustainability also means creating items that are easy to wear and versatile. Everything I design for Black Stripes has a strong graphic aesthetic, but I focus on making pieces that can be styled for any occasion, from day to night. With black and white as the foundation, the pieces are easy to mix and match. I aim for shapes and forms that are unisex and easy to wear repeatedly. As someone with a very small, cohesive wardrobe, I design each item with the intention that it can seamlessly fit into any wardrobe and be worn constantly.
Love that! Love a capsule wardrobe! So how has the journey been as a founder so far? What have you succeeded in and what has been a learning opportunity?
The journey has been incredibly unpredictable, full of ups and downs, and at times it can feel very lonely. But the key to success has been consistency and intuition. What I’ve learned is that it’s not just about what you do, but how you do it. Paying attention to the details, your own intuition and to the people around you is crucial.
Most importantly, while you’re pushing your limits, it’s vital to take care of yourself-your thoughts, your body, and your health. The more you can manage yourself and stay calm in challenging situations, the quicker you’ll be able to move forward and achieve your goals. Multitasking, being flexible, and staying true to who you are is a tough balance to find, it’s something I’m still working on every day.
You also organise flash mobs, tell us a bit about how you had the idea of these, what they consist of and what they mean for the brand?
I want to make fashion fun and inclusive! It’s important to create an open space for those who love to express themselves!
I chose flash mobs over traditional runway shows to bring the brand to life through real people and authentic experiences. It’s about taking fashion back to the streets and celebrating creativity and community in a more spontaneous, engaging way! It’s an amazing experience for everyone involved!
Do any personal experiences inform the designs you paint onto your garments? Or are they mainly inspired by external events?
Art has always been my outlet, especially through the darkest moments of my life. It’s deeply personal to me-almost like a diary-but external factors also influence my work.
When I create, I often lose myself in the process, doodling and writing words that hold meaning to me. Despite being so personal, I find that others resonate with these expressions. The messages I write are always uplifting and motivating. I aim to inspire both myself and others to push through hardships with positivity and strength!
What’s an easy way readers can give new life to old clothes in their own wardrobe?
Don’t be afraid to lean into your unique talents and perspective. Work with what you have!
Try to reimagine what already exists in a way that feels personal to you. For example, I don’t know how to sew, but as a painter, I used my skills to create something completely different and unique. Instead of following trends or adjusting to someone else’s vision, let your creativity flow-you never know where it might lead you.
Finally, what’s coming up next for you? Is there anything you want readers to have on their radar?
It’s been a really busy year, and right now, my focus is on expanding internationally and building a stronger community-both in-person and online. I’m grateful to have a store in London and sections in L.A. and Hong Kong, and I’m working on launching my online shop so people from all over the world can connect and access my work.
I also have an international show coming up, but in this industry, everything can change in a minute. So, I’ve learned not to say too much before things are confirmed. Keep your eyes open, though-I’m always full of surprises!