ELLE UK Interview - Designing the Future: How Dren Abazi Brand Blends Art and Sustainability

Few brands manage to blend cultural heritage, artistic vision, and technological innovation as seamlessly as Dren Abazi Brand. Co-founded by designer Felice Emanuels and the Albanian musician Dren Abazi, the label reflects their shared commitment to meaningful storytelling and sustainable craftsmanship. "At its core, our brand isn't just about creating clothes," Felice says. "It's about telling stories rooted in where we come from. We want to evoke an emotion in the people who wear our designs." Since its inception, Dren Abazi Brand has grown into a bold and versatile name in the industry, pushing boundaries while staying deeply personal and authentic.

Dren and Felice's Albanian roots are a defining force in his creative journey. The designs avoid traditional motifs, yet the spirit of Albanian culture seeps into every aspect of the brand. "It's in the way we work," Felice explains. "Our team is Albanian, and we bring positivity and passion to everything we do. Balkan culture is very emotional and we aim to channel that into our designs, processes and packaging. For instance, some products feature song titles in Albanian, it's a way to infuse meaning into even the smallest details." This fusion of culture and art is evident in the designs inspired by Dren's stage performances. For Dren's summer stadium concert, the team created a custom satin ensemble that combined flamboyant aesthetics with practical comfort. "Musical performances need to be attention-grabbing and so does the fashion," Felice explains. "We used lightweight satin with elastin to keep the look sharp yet breathable, reflecting the energy of the music on stage."

Felice, whose industrial design background complements Dren's artistic sensibilities, adds another layer to the brand's creative process. "I think about functionality and purpose," she explains. "Why are we making this piece? How can we improve it? By testing materials and prototypes, we ensure every design is visually striking as well as versatile and comfortable." The brand's approach to design is all about inclusivity. "We cater to our bold and more reserved customers by offering options. For example, our rose-print collection has a vibrant red execution for those who want to stand out and a subtler black one for those who prefer understated elegance. Every piece has versatility, allowing people to wear it in a way that fits their style."

Innovation drives much of Dren Abazi Brand's success, with digital tools enabling a more agile and sustainable approach to production. "Digital printing has transformed the way we work," Felice explains. "We can test and refine our designs quickly, allowing us to grow in confidence of what we create." The ability to adapt and experiment extends beyond printing. Felice describes how they’ve pushed the boundaries of fabric manipulation: "We've worked with sublimation transfer, even printing on both sides of fabrics, which isn't widely done. Our laser-cutting process also allows us to create precise patterns without excess waste. These innovations make the designs unique while keeping production efficient." This focus on efficiency ties directly into the brand's sustainability goals. Operating on a made-to-order model, they minimise overproduction and waste. "Prototyping means we rarely have leftover stock," Felice notes. "When we do, we find ways to repurpose it-whether it's scrunchies from fabric scraps or exploring recycling partnerships."

The team is also exploring natural fibres as a more sustainable option. "Technology is evolving, bur we're not there yet with certain materials," Felice says, "It's a process, and we're committed to adapting as new solutions become viable."

When asked about the future, Dren and Felice are focused on refining their existing collections while branching out into new ventures. "I have creative ideas that don't fit within the brand's identity," Felice shares. "Eventually, I'd like to launch a parallel brand to explore those ideas while keeping Dren Abazi Brand true to itself." Felice is also channelling her expertise into new projects, including a startup that addresses sizing issues in fashion. "It's all about reducing returns and waste," she explains. "By integrating better tools for sizing, we can make the industry more sustainable and customer-friendly."

Through it all, the team remains committed to creating designs that transcend trends and reflect their values. "We don't follow what's popular," Felice says. "We create pieces that will look good now and in years to come. That's what matters to us."

By blending cultural pride, artistic passion, and innovative technology, Dren Abazi Brand is shaping a future where fashion is both meaningful and sustainable. They are not just making clothes. They're building connections between art, heritage, and the people who wear their designs.

This interview has been organized by Enchanté Communication and written by Fashion Editor Lupe Baeyens for the February 2025 ELLE UK magazine.