In a world of identikit floral dresses, inspiring slogans and cookie-cutter high street fashion, it feels like a breath of fresh air when you find a brand that knows exactly what you’re thinking. Especially if what you’re thinking is ‘go to hell’. That’s why we love Phaedra Peer, founder of Creep Like Me – a line of bold, brazen 90s and noughties-inspired pieces which she prescribes as “an antidote for the modern day jaded Londoner.”
“Creep Like Me is essentially a basics brand with a twist, encouraging people to embrace their inner creep,” she says. The brand’s eye-catching tees are emblazoned with “dark, tongue-in-cheek inner thoughts” – like ‘Anti-everything’, ‘I’m so dope and you’re so nope’, and of course the immortal ‘I can’t live without you / Then die’ – plus twisted illustrations from Phaedra’s own fair hand. Think April Ludgate from Parks and Rec meets the girls from Ghostworld. On Halloween.
But is the woman behind the tees all sweetness and light, or as darkly funny as her designs? And how do we become a creep like her? We met Phaedra to find out.
What was your catalyst to start Creep Like Me?
My background is as an artist and for a long time I wanted to create something less premium that formed a community, was affordable and not shaped by the exclusivity of only being seeing in art galleries. That's always how I've tried to market this brand – as wearable art, or design-driven fashion. Obviously with a little bit of a creepy twist, as that's just me!
Who and where do you look to for inspiration?
I like drawing inspiration from pop culture, so you'll see lots of references to iconic films, music and literature. The brand itself also takes inspiration from the gritty back streets of London and the grunge style of the LA skate scene.
Who do you have in mind when you’re designing your range?
It's a bit of a rookie mistake, but I design things mainly for me. I'm lucky that it seems to have resonated with fellow individuals who like bold graphics and have a slightly dark and extremely twisted sense of humour!
“If you don't build your own dreams, someone else will employ you to build theirs.”
What’s the best thing about working for yourself?
Absolutely bloody everything! I'm not very good at taking orders or being told what to do so that was never gonna work. And most of my family are self employed so it's always seemed like a very natural career path. My favorite quote is “if you don't build your own dreams, someone else will employ you to build theirs.”
And what’s the worst thing about working for yourself?
It's hard sometimes to stay motivated and keep momentum going, even about something that you’re completely passionate about. Hangovers are the worst, as you can kiss goodbye to any kind of productivity. Christmas was very problematic in that way!
Do you steal your mates’ clothes?
I actually don't! I have a pretty serious shopping addiction... and quite an extensive wardrobe!
“Hangovers are the worst, you can kiss goodbye to any kind of productivity”
A lot of people claimed last year as the year of the woman – do you think it was?
I think every year women get more of a foothold on equality, but at the same time there were a lot of events that were derivative to us as a nation and individually as human beings. So I wouldn't revere 2017 too much as a year of progress.
Who is the most influential woman in your life?
My mum. She's an incredible hypnotherapist and the most influential woman in a lot of people’s lives, I would imagine.
