CFE is a young streetwear brand founded in Belgium by Tonya Schamp. As a big coffee lover and its international hype, she links each coffee flavor to a personality to express her love for fashion.
How did you start with CFE (pronounced COFFEE)?
I was having a coffee in Pain Quotidien when my creative spirit started to bubble. I realized that the different names they give like: Noir, Au Lait, and all the different tastes could be compared to personalities. For example “Noir” is pure, strong, independant.
So did you go from idea to concept?
I started to realize that with these names, I could do more than make a regular clothing brand. I’ve always been interested in fashion, so I started to do some research on how to market a product. Social media was already a big part of my daily life so I that’s what I wanted to use to promote the brand.
What was the public’s reaction to your first collection?
Launching my first collection was pretty exciting, people started to gravitate to the concept and really liked the designs. So what started as a test, has now become a full-time occupation.
Can we assume CFE is an extension of your personality and style?
The whole concept of CFE is about showcasing your personality in the clothing you wear. You can tell a lot about a person just by looking at the way they dress or accessories they wear. Not to be judgemental but you can get different elements of how a person wants to be seen in this society. I’m a big fan of people who dare to be themselves no matter how some people might feel about it. With me, you’ll get a glimpse of my mood of the day just by looking at the clothes I wear.
What’s your favorite accessory?
I’m not a big fan of little charms and small accessories. If I had to choose, I definitely choose a watch as my favorite accessory. Also because I always run late, it comes in handy (lol). But for the lifestyle that I live, a watch is a necessity.
What advice would you give to young entrepreneurs?
- Be yourself
- Don’t be afraid to follow your ideas
- Make no excuses and “Just do it!”