From the North East to Tokyo: Allanian Genevieve Devine launches international menswear collection

Genevieve’s eponymous label, known for its commitment to sustainability, has launched its first-ever menswear capsule in Japan. The three-way collaboration – with cult British streetwear brand Gimme 5 and Tokyo-based NEXUSVII – features hand-crafted bomber jackets made in her London studio, shipped exclusively for sale in Tokyo.

“This is my first foray into menswear,” said Genevieve, who excelled at art during her time at Dame Allan’s in Newcastle. “It’s energising to do it through a transnational project with two iconic labels. These pieces are streetwear with soul – rooted in my values of craft, care and reuse.”

This summer Genevieve will also launch Devine Baby, a conceptual new collection created in collaboration with House of Beauty and Culture legend Dave Baby, set to premiere in Tokyo.  

Despite her expanding international profile, Genevieve’s creative identity remains connected to her North Eastern roots. Her signature jewellery pieces – including the Pearl Spoon and Petit Déjeuner necklaces– are handcrafted from antique silverware sourced at Tynemouth Market. “When I return home, I go to Tynemouth to see my ‘spoon lady’; she’s really special!” Genevieve said. “There’s something magic about the materials I find in the North – each one has a story.” 

Storytelling runs through all Genevieve’s work. Her garments – sculptural, surreal and slow-made – are constructed from repurposed fabrics and found objects, imbued with layered histories. 

Her London studio on Durham Road now includes two permanent assistants and recently hosted two fashion interns from Newcastle. With stockists in London, Rotterdam and now Tokyo, Genevieve’s label is scaling up thoughtfully. “Fashion often demands constant output,” she explained, “but I’ve always created one collection a year. I want each piece to carry intention, and I never want my work to harm the world.”

Her bespoke designs are increasingly sought after by stylists and artists drawn to her sculptural, hands-on approach. Working directly with materials rather than sketches, Genevieve invites clients into a collaborative process – resulting in one-off pieces that feel ‘deeply personal and individual’.

Among her standout commissions is a custom leather chainmail dress worn by presenter Maya Jama on Love Island. “Each leather disc was individually punched out from salvaged offcuts and linked by hand in our London studio,” said Genevieve.

Reflecting on her journey from school in Newcastle to the international fashion scene, Genevieve added: “At Dame Allan’s, I was always encouraged to be curious and creative – that foundation shaped everything. I still see each piece I design as a kind of living relic. That sense of story began at home.”