“I want to share my attitude towards life, not just through clothing, but also through the music, posters and toys I like,” says Wu, who collects toys from the 1980s and counts Swedish indie-pop group Hello Saferide among her favorite bands. “I want people to feel like they can share their own interests with me, so we can strike up a conversation.”
Eureka! eureka! eureka!’s logo is a unicorn based on a drawing Wu made of a vinyl figure her grandmother gave her when she was a little girl; the same image is also tattooed on Wu’s ankle. “A store’s logo is very important and this image is very special to me, but it doesn’t have any particular meaning,” says Wu.
Even though she believes clothing is a form of self-expression, Wu believes people should also not take it too seriously — especially when they shop at eureka! eureka! eureka!.
“People think of our store as having a very specific style, but I don’t think you need to wear our clothes any one way. You can find really unique pieces in a chain store and we also sell basics here. It’s not about copying a particular trend, but of the message you send to the world through what you wear,” says Wu. “You have to trust your own taste, but also not be afraid to try new things.”
RSS