1. When did you know you were going to be a designer?

Alia: I’ve been interested in fashion from a young age; it’s always been a passion of mine. I started doing illustrations as early as 13 years old and then interned with retailers and designers in high school.

Jamil: I knew I was going to be a designer once I started helping Alia with her fashion business while looking for a job in finance. I really started to enjoy it and it felt like a natural progression for me to follow that direction. Once a few months into it, we decided to launch JUMA together.

2. Where do you find inspiration for your collections?

Alia: Inspiration is derived from dark imagery in movies and music. Films by Tim Burton, with their grim aesthetics and multi-layered outcasts are intriguing for me. My upbringing also plays a big part into how I approach design. I’ve lived in various countries in Asia, Africa and North America and its impacted my outlook.

Jamil: I get most of my inspiration through people and music. I’m fascinated by the grittiness in Toronto’s street culture combined with the looks of androgyny. I also lived in various countries when I was younger and it definitely had an influence on my approach to design.

3. What are the 3 skills you require most to do your job well?

Alia: passion, innovation, ambition

Jamil: passion, imagination, business savvy

4. What do you love most about your career?

Alia: I enjoy being able to be creative under my terms

Jamil: I love being innovative and evolving from season to season

5. Describe your label in three words.

Alia: I would say our collection is sophisticated, understated, and downtown.

Jamil: I agree and would add fresh.

6. Describe your personal style in three words.

Alia: Progressive, understated and eclectic, basically I design what I would like to wear.

Jamil: My personal style is clean, understated and relaxed

7. What is the biggest challenge you face working in Canada?

Alia: Canadians in general tend to be a bit more conservative, but it’s slowly changing and therefore it will get better over time.

8. If you could change one thing about the Canadian fashion industry what would it be?

Jamil: I don’t find the Canadian fashion industry all that bad. People are very supportive here and there are lots of facilities to help designers. It would be good to see the industry continue to support Canadian designers and their new ideas.

9. What designers have influenced you?

Alia: I like designers like Comme Des Garcons as well as Yohji Yamamoto. I love their progressiveness and approach to design. I buy into the notion that not all clothing has to be pretty but can also be interesting and individualistic.

Jamil: I like the concepts of androgyny and art and have been influenced by designers like Ann Demeulemeester and Comme des garcons. I’m not into the loud, flashy kind of look. Something that’s more restrained and elegant yet progressive.

10. What trends are you most excited about for Fall/Winter 08.

Alia: For fall, I’m excited to wear our halter dress over a pair of slender jeans. I also love the double breasted merino wool sleeveless knit. It’s super comfortable and looks great over a pair of black slim pants.

Jamil: I’m into the hooded button up cardigan we have as well as the oversized merino wool Hoodie with pockets. The look is very casual and still refined looking.

11. Who would you love to see wearing your duds?

Alia: I think we would love to see Uma Thurman and Chloe Sevigny wearing our stuff.

Jamil: Ditto

12. Describe your perfect day.  Where would you go? What would you do? What are your favourite spots in Canada – coffee shops, boutiques, fabric stores – we want to know!

Alia: I wake up at 9am and go to the gym for spin class with Connie followed by yoga with Paula at Extreme Fitness. I come back and make a nice brunch at home. The brunch consists of a cheese omelet with fruit and freshly squeezed orange juice. After brunch, I head to the studio to work on some sketches and fittings throughout the day. I then head to Stolen Riches to buy a pair of yellow high-tops by Reebok. I then head to Verity spa for a nice deep tissue massage. Afterwards, I go sit on the patio at One Restaurant in Yorkville to have dinner with a few of my friends from Thornhill. Then, I head home and change into something JUMA with my new pair of shoes and head out to the Beaver on Queen west for some drinks and dancing.

Jamil: I wake up in the morning and have a breakfast at the Four Season hotel. I go to work for a bit at the studio to work on our next collection. I have a late lunch in Korea town where I’ll get some tofu stew and rice. After lunch, I’ll stop by the studio where I’ll finish up my day by writing a blog on our site, www.juma.ca . After work, I’ll do some shopping at Uncle Otis in Yorkville and pick up a nice t-shirt and slim jeans. I’ll then go to So Hip It Hurts on Queen st to buy a new skateboard deck and DVS shoes. I’ll then go to the skate park on Bathurst and Dundas to do some street skating and hopefully not wipe out. After, I’ll get ready and throw on some JUMA with my Reiss London shoes and trilby hat and head to Unit or Social on Queen west for a few drinks with my friends and then go see a concert where hopefully Thunderheist or Crystal Castles is playing.

STORES:

Pho Pa (toronto)
Ukula (toronto)
Hunt & Gather (Vancouver)
Tenth & Proper (Vancouver)
Pink Sugar Boutique (Calgary)
Nokomis (Edmonton)
Victoire (Ottawa)
James Boutique (Montreal)
online store: www.juma.ca