Founded in Berlin in 2017, Souvenir Official has since made a name for itself via “opinion wear”: fashion that makes bold, meaningful statements. Their signature EUNIFY hoodie is a case in point. Originally released in summer 2020, the hoodie speaks to the mess of BREXIT, the rightward drift of renewed nationalistic politics throughout Europe, and a critical engagement with the European project. We talked to co-founder David Mallon about what inspired him to make Souvenir Official, what makes EUNIFY so special, and the release of the StockX exclusive all-black EUNIFY hoodie.
The following interview has been lightly edited. Images by © Souvenir Official
How did Souvenir Official get started?
My wife, Karin Oender, and I founded Souvenir in December 2010. It started as a concept gallery store with a rotating selection of souvenirs made by artists. Later in 2013, it turned into a space for exhibitions, performances, readings, and workshops. By 2017, we started to connect fashion with contemporary culture, coming out with our EUNIFY hoodie. Our mission was, and still is, to create lasting memories and share alternatives for a better world.
Why did you decide to create politically-focused fashion?
We felt like we had too many opinions and no power. We were tired of the extreme political parties repeatedly giving their opinions on important matters while the moderate parties failed to articulate any coherent messages against such views.
What influences your work?
My experiences have always strongly influenced my work. The status quo has always been my biggest source of inspiration.
What is the most overrated right now?
Death, individualism, capitalism, fashion, and art are overrated topics in the world as we live it today.
What is the most underrated right now?
We should definitely shift our focus on science, spirituality, climate change, and the power of the youth.
What are you most excited about at the moment?
The change towards sustainability, especially when it comes to the fashion and food industries.
What’s next for Souvenir Official?
We are now experimenting with plant colors and the art of natural dyeing. We would also like to increase our engagement in the education system: the world is constantly evolving while, unfortunately, the school system has not changed much.
You’re releasing an exclusive version of your EUNIFY hoodie on February 2nd for StockX. What is special about this version compared to previous ones?
In contrast to the other designs, this is probably the most subtle version. But it has such depth, and it is in-line with the current status quo of Europe.
Why is the EUNIFY hoodie so popular?
It is a simple symbol everyone can understand combined with a strong message and question. It’s dynamic: It can be applied to so many episodes and topics impacting us right now, not just BREXIT but calling into question what is happening in our world and with the European Union.
The hoodie is made from 100% organic cotton and brushed fleece in an environmentally friendly production facility. The hoodie features an embroidered Souvenir Official logo on the sleeve. This is the first and only time that the hoodie comes in an all-black black colorway. The hoodie is limited to only 94 pieces and is only available here on StockX for 110 €.
