STOCKHOLM ST. X HEIMA
Quirky lifestyle brand, Heima, announces its second collaboration with silkscreen mastah, Ava Paguyo! With fantastic fluorescent pieces, they’ve joined forces to take the next steps for Ava’s textile brand. Wear her artwork on your neck and even take it to bed.
You can choose from scarves and pillows or take them both! See the organized chaos as projected by supermodel Pauline Prieto—shot by the awesome duo of Everywhere We Shoot!
Named after a random village street in urban Manila, Stockholm St. is a homemade design madhouse that individually produces each piece with care. Its specialty is transforming plain fabrics to cloth graffiti that’s made to wear or as an interesting accent in any home. The Mash-Up 2008 collection is exclusively available at Heima Store.
Unit 229 LRI Design Plaza
210 Nicanor Garcia St. (Reposo)
Brgy. Bel-Air II Philippines 1209
Business hours are from 10AM to 6PM
Reach us through 02 798 0027
Ava Paguyo is a fashion/ textile designer.
After graduating with a BS Clothing Technology degree and being Mich Dulce’s past protégé, she’s come a long way. Learning to be a ‘ silkscreen mastah’, she found home in a pink studio found in Stockholm Street and unleashed explosions of color on textile.
With bright contrasts and organized splatters of neon, her first prints were released in 2008. And soon later, she applied her work in upholstery by teaming up with Heima Home and Lifestyle. Now after her hiatus, she’s back with their second collaboration in a collection of print mash-ups through her textile design brand, Stockholm St.
An Attempt to Explain Chaos
Starting with a blank canvas, each process is an experiment that’s evident to Ava’s work. She can manipulate the layout and layering of the prints and their colors, but every piece always surprises her with the outcome.
Dubbing herself a ‘textile maximalist’—only to an extent, mind you, Ava’s goal is always to make tasteful stuff. “When developing something, Basquait’s one-line on crude always comes to mind.”
And one of the things she’s most proud of is that it’s all made by her own hands. “I like that I am able to create pieces from basic prints and simple, old school silkscreening techniques. I have no sophisticated machines to help me develop my fabrics. This homemade crudeness is the quaintness of Stockholm St. That and my love for 80s neon pop,” says Ava.
Uniformity is not a resident of Stockholm St.
Named after a random village street in urban Manila, Stockholm St. is a homemade design madhouse that individually produces each piece with care. With pieces that have their own unique quirks and oddities, its specialty is transforming plain fabrics to cloth graffiti. Everything is made to wear or as an interesting accent in any home.
[Stockholm St. x Heima]
Even before their first collaboration, Ava Paguyo was already a fan of Heima. “We were both Cubao X kids! Working with them is one of the biggest thrills of my career,” says the designer. Heima gave her creative freedom and successfully transformed her prints into a product that boasted both of their styles. So it wasn’t a surprise that the pieces from the first collaboration sold out.
Now Ava, is releasing the creations of her textile brand, Stockholm St., exclusively with Heima. What started as a consignment deal, turned out to be a collaboration of the hottest names in fashion and interior design. But for Ava, it was more of working with a brand she loved and believed that made this project poignant for her.
“I knew only Heima could complement Stockholm St. And when they saw my prints, they decided to expand the products into pillows. I could not be happier! It’ll be great seeing my textiles hugged and cuddled. ”
Shot by Everywhere We Shoot (EWS), this collaboration is more of a fun project among friends. Working together, they were able to conceptualize and develop Ava’s brand campaign. And afterwards, Heima was more than happy to represent it.
“She has talent that most people should know about. Her use of bold colors and patterns fit our aesthetic perfectly, complimenting every design. And best of all, Ava’s prints gives us what you wouldn’t normally see in the local scene. ” - Heima’s Rossy Yabut and Bong Rojales on Ava Paguyo
This is a press release