From an Idea to a New Beginning

There are moments in life when you feel pulled towards something that doesn’t quite make sense yet. For me, that feeling became Where’s Eugene.

For years, I worked full-time as an electrician. My days were spent on construction sites in steel-capped boots and high-vis, while every spare moment outside of work was dedicated to something completely different. I found myself constantly drawn to fashion, photography and design, and to the idea that clothing could be more than just something we wear. It could be a way of expressing who we are.

Where’s Eugene wasn’t built overnight.

It was built before work, at smoko, during lunch breaks, and after long 8–12 hour days on site. It was built on weekends, in the hours most people were watching a movie, having dinner with their partner or family, or switching off after a long day. Those were the moments I spent sketching ideas, researching fabrics, working with my awesome production team at Dzyna, refining samples and slowly turning a vision into something real.

There were plenty of moments where I questioned whether I was capable of creating something from nothing. There was financial pressure, uncertainty, setbacks and sacrifices. More than I ever expected. But every challenge only strengthened my belief that this was something I needed to see through.

I didn’t come from the fashion industry. I came from construction sites, male dominated environments and early mornings. Maybe that’s why I’ve always seen fashion differently. I’ve never been interested in following trends. I’ve always been more interested in creating something that encourages people to embrace what makes them different.

Eugene AKA Wally is my German Shorthaired Pointer. He’s been by my side through every stage of building this brand and, without knowing it, became its greatest muse. The name isn’t just about him - it’s about what he represents to me. Curiosity, character and individuality. The things that make each of us different are often the things worth celebrating, and that belief has become the foundation of Where’s Eugene

That belief has shaped every decision behind Where’s Eugene.

This first collection is more than just a collection of garments. It’s the result of years of persistence, thousands of hours, countless lessons and an unwavering belief that taking the unconventional path is always worth it.

As launch day arrives, it’s hard to put into words what this moment means. You’re putting something you’ve poured your heart into out into the world and hoping it finds the people it was always intended for.

Whether you’ve followed this journey from the beginning or you’ve only just discovered Where’s Eugene, thank you for being here.

This isn’t the end of a journey.

It’s the beginning of a new one.

Welcome to Where’s Eugene.

— Ella