Local brand Luella Rockerfella is no stranger to Jersey’s street-scene. The familar hats and designs have been adorning the backs and heads of Jerseyites for almost ten years. The brand’s origins fall back to a love of Vintage clothing, having started life as a designer online boutique. They did have a foray on the Highstreet as a popup at Elmina back in 2015 but 2022 sees a new, bigger retail expansion; brand-owner Lauren is back, fired up and has forged a relationship with the fashion-forward folks at Voisins.
Lauren reiterates the ethos of Luella Rockerfella as a brand “representing the wild, the misunderstood, those that bounce to their own beat, unafraid and unapologetic of who they are and what they stand for….#GirlGangsters”. The new collection sees extensions to previous designs and some new creations, “I wanted to keep it simple with sweater designs that represent the brand and our customer base. We have two new designs and our original More Issues than Vogue”. She’s upbeat about the new relationship and supply chain; “We went quiet for a while but like all GirlGangsters we rest, we don’t quit and then we come back stronger’.
The Luella hat collection is also part of the range, with original beanies and new skull caps in pink and black.. The Silkworth recovery caps were made in prison by female prisoners and profits from their sale go to Silkworth Rehabilitation charity. Robyn Cardno, buyer at Voisins said “ We think Luella Rockerfella will be a great addition to Voisins downstairs, Luella Rockerfella has a great local following so we are happy with our collaboration”.