An artist, designer, tattooist, photographer, Aussie Rules football player, firefighter, and founder of the fashion brand, ‘Ur So Cool’, Jemilla Pir really is a hurricane of creativity with a contagious appetite and energy for doing everything and anything in life.
She is a lover of film, fashion, football culture and in everything in-between. Her style is an eclectic fusion and explosion of retro, vintage, and nostalgia, and her brand ‘Ur So Cool’ is influenced by anything from cinema, and music to local pizza shops and graffiti.
Jemilla’s designs also reflect a number of very prominent issues that are important to her and our generation, raising awareness around homophobia, fascism, racism, sexism and ‘Fuckin the Patriatchty’. ‘I’m happy if I can raise awareness by making designs with wearable messages that could be a conversation starter around these issues,’ She tells us.
Born and raised in Hull, Jemilla was brought up with a strong sense of community, in an area that celebrates its multiculturalism and diverse population. In the last couple of years, she has found a home from home in the city of Hamburg, living in the neighbourhood of St Pauli, with her partner and footballer Jackson Irvine. It is here she has discovered the same sense of community pride that exists in Yorkshire, explaining that, ‘I have been welcomed into every community in St Pauli, that I’ve stepped foot in, be that our neighbourhood, the arts scene, or sports clubs.’
St. Pauli is most definitely a place where diversity, creativity, and an undeniable sense of freedom intertwine to create a unique and unforgettable atmosphere. Nestled in the heart of the bustling city of Hamburg, it is a neighbourhood that defies conventions and embraces its reputation as a cultural melting pot. It is a kaleidoscope of colours and eclectic architecture, and it has a rebellious spirit and creative soul that pulses through every corner.
There is a deep sense of pride in St Pauli, and it thrives on its multiculturalism, welcoming people from around the world with open arms. Ur So Cool celebrates these aspects of St Pauli on its T-Shirts with bold graphics, retro typography, and unique imagery, and the message of St Pauli, Neighbourhood – anti-fascist, anti-racist, anti-sexist, anti-homophobic.
From Hull to Hamburg is quite the journey but it almost feels like this neighbourhood was meant for her. ‘I had my ideal day not long ago – a small group of mates, beers at the pub, watching the football, went for a meal at our local Indian, went to a gig (Young Fathers – the coolest band I’ve seen this year), back to the pub, danced on the tables, kebab shop then home. Perfect.’
The Atlantic Dispatch had the pleasure of catching up with Jemilla, as she told us more about Ur So Cool, what inspires her and why she loves St Pauli.
MY DESIGNS ARE HEAVILY influenced by the sense and pride of the community
I was born in Hull, and my mum is from Yorkshire and my dad is from Pakistan, we lived in Pakistan for a few years when I was young, and I can’t really distinguish between memories and photographs, but my whole upbringing and life has been British.
I have always had a passion for design and I have always created something or other (mostly clothing, artwork and photography) on the side of my main job, which for most of my working life was as an Executive Assistant, and in more recent years, as a Firefighter. I am now working part-time as a Merch Designer.
My designs are and have often been heavily influenced by the sense and pride of the community, which I love about Hull, and the north of England generally, and I feel living in St Pauli, Hamburg. A community that has welcomed me from different angles and made me feel at home.
My interests are mainly in music, food, design and sport – I love going out to a local gig or travelling for festivals and finding new music, as well as listening to the same albums that I have for the past 15 years and adding them to my mind’s “Desert Island Discs” list. I love eating, I love taking photographs, I hang out with my friends, playing sports, and just enjoying all the good stuff at the moment! And I am very lucky to be able to. I don’t know what I’ll be doing in 5 years’ time but if my life is close to how I live now I will not be complaining.
TRUE ROMANCE
Ur So Cool came from a need to channel my creativity and designs somewhere. The combination of Instagram and Everpress was a no-risk and accessible way to do that. The name is from the film True Romance and was firstly a longstanding Instagram bio line. I am influenced daily by the things around me both physically and online, stickers on walls, gig posters, pizza shops, graffiti, cool kids in the street, football subculture, the local fan scene, and high-street fashion.
The retro football kit interest was initially half-forced by my partner Jackson, who dons a different retro strip every other day, but I must admit it didn’t take much to get me scouring Vinted for a vintage sports gear bargain, every evening, for weeks on end. The obsession has thankfully waned, however, the appreciation remains, especially for this current wave of juxtaposing the old style stuff with modern fashion like Arsenal and Man U, and for straight-up beautiful and stylish designs and shoots like Venezia or Athens Kallithea.
I would say that my style can be quite eclectic
I love fashion! I love to see what people are wearing to football matches, festivals, around and about cities. I find it really interesting to see how people express or portray themselves through their fashion choices, whether they mean to or not. I would say that my style can be quite eclectic, I like a hot pink sequin mini dress, I like a full Adidas tracksuit.
But my daily style is pretty casual; loose jeans, a small business or band t-shirt with a vintage jacket and gold hoops is probably my go-to uniform. The social issues reflected in my designs are very prominent in our generation and of course very important to me. I’m happy if I can raise awareness by making designs with wearable messages that could be a conversation starter around these issues. Also, it shows you’re an ally – and that you’re cool, on the inside and out.
I LOVE ST PAULI
I’ve had a great reaction to my designs which is really flattering – having friends spot strangers around the area in my designs and send me photos is the best feeling, although I am yet to spot one in the wild first-hand! I love St Pauli – I have lived here for nearly 2 years, and it’s been great. I have been welcomed into every community I’ve stepped foot in, be that our neighbourhood, the arts scene, sports clubs (I play Australian Rules Football in a team here, which I know is very strange), the football fan scene, everywhere really.
I love the left-wing culture surrounding the area, it always has and always will resonate with me. Jackson is my biggest fan, and, as you can tell, my number 1 model! Which is pretty lucky for me as he is very easy to photograph and is usually wearing my t-shirts on his in-between football shirt days.
With thanks to the wonderful Jemilla Pir.
You can follow Ur So Cool on Instagram and find their EverPress store here