Andrew “Hollow” Yomi has come from humble beginnings. Born in what he describes as a “dead-end” cul-de-sac in Dublin, the switch from the tranquillity in Ireland to the loud and lively scene in London, is still something Yomi is somewhat getting to grips with ten years post-arrival. In what he calls The Big City, Yomi won’t deny it’s nice to have all eyes on him as he paves his way in the fashion world with new clothing line Hollow MS. As his moody, dark pieces begin to take off globally, I caught up with the designer at the Hollow Headquarters in the South East.
Hi Hollow. Tell us about yourself. What’s at the heart of Hollow MS?
I’m Hollow! Or Andrew. I make clothes. I’m twenty-three, I’m at university, I’m enjoying life. I was born in Dublin, living in the big city of London.
When did you establish your brand?
Mid to late 2023 is when things started pushing and became a serious thing, but it’s been going on for a long time. I would say maybe four or five years now, around the beginning of the COVID era.
That’s interesting. I think lockdown allowed a lot of people to tap into their creative side. Were you passionate about fashion before? Or was the pandemic when everything truly began?
I wasn’t passionate about fashion at all. I did biology, chemistry and psychology. The original plan was to go into biochemistry at university but then COVID hit. I was kind of just forced to be stuck at home doing nothing and at that time, I decided to make some clothes. I either couldn’t find the clothes that I wanted to buy, or they were far too expensive. So, I thought to just make them myself. My time was divided into learning how to code, sew and Photoshop.
How did you learn all these new skills?
Through YouTube! I think DIY is a foundational point with creatives in Gen Z. I would make my first edits in programs Daz or Blender.
You’re from Clooney, Ireland. Do you think if you were living there during lockdown, you’d have started Hollow MS?
I absolutely wouldn’t have started the brand if I still lived in Clooney, but I do miss it. Life was peaceful but people are close-minded. Though, it’s been a while since I’ve been back. I’m sure it’s changed a lot. It’s very small, there’s not much to do. There’s no jobs and no ability to change your story. Moving to London is great for me as it’s one of the major fashion cities.
What makes London stand out to you? Does it impact your style and the way you run your business?
Historically, London has had a unique taste. These days, I think street style in London is fast-moving and can be quite trend-based. In-person pop-up shops are very “London” to me, I think they’re quite cool. Only about 40% of my customer base is in the UK. Most people that have inspired me are from America. There’s Ronning, who’s just moved out to London.
You said you think the London fashion scene is fast-moving. Do you see Hollow MS changing to keep up?
The way I’ve approached the brand is that I’m just going to make whatever piece I, myself, would want to wear at the time. In the future, that may end up following trends.
Who is the ideal wearer of Hollow MS?
Anyone who likes the piece as much as I do, that can appreciate the craftsmanship. They don’t have to be super into fashion.
What is the future of the line?
I’m making a lot of wacky things! I’m in the process of making a phone, where you can play little mini games and play music. I’d like to make some figurines. Maybe a granny trolley! You see a lot of people wheeling them about in South London!
Do you have any advice for anyone starting a clothing brand in London?
Make something you would use. Fashion designers, make something you would wear! If you wouldn’t wear it, no one will. Enjoy the process and understand it’s probably going to take a long time. Networking is important, making friends, getting and giving advice is something I’ve been doing a lot. Can I name drop?
Sure. I’ll link their Instagrams.
You’ve got By Gaucho and Celestial Minds. The London underground scene is one to look out for.
Any last words, Hollow?
Bye-bye!