The label you need to know right now is DI$COUNT. Kylie Jenner has been cavorting around Coachella this week wearing one of their bikinis, the brand’s signature evil eye motif staring back at us from her Instagram feed. But DI$COUNT is no stranger to attention--the label has a strong cult following internationally, including lots of high profile celebrities. You’re definitely familiar with the label's styles, even if you’ve never heard of it before, which is why you should commit the name DI$COUNT to memory now. You’ve probably been wanting to wear DI$COUNT without ever knowing its name--a true crime against fashion. To get you up to speed, here’s what you need to know about DI$COUNT Universe:
1. Two Badass Babes Launched the Label
DI$COUNT is made up of two badass babes: Cami James and Nadia Napreychikov. James and Napreychikov launched DI$COUNT in 2009, and are best friends, creative teammates and business partners who are just quietly taking over fashion in the pop culture canon.
2. They’re Australian
You might not immediately think of Australia when you think "fashion," but DI$COUNT hails from Melbourne, Australia, where James and Napreychikov studied together at RMIT. The antipodeans have since spread their reach, and are taking over the entertainment industry with their designs.
3. Their Style Is Bold, Colorful and Graphic
Marrying camp, tacky style with modern luxury, DI$COUNT is a child of the Tumblr, club kid generation. With sequins and pop art-y graphics featuring heavily in their ready to wear collections, DI$COUNT isn’t afraid of making a statement. You can shop their RTW range on their website.
4. Katy Perry, Rihanna And Other Celebs Love Them
On her Prismatic world tour, Katy Perry wore a custom DI$COUNT bodysuit to sing "Birthday," the image of which has now become iconic for Perry’s image. Meanwhile, Rihanna’s been spotted wearing multiple DI$COUNT items, most notably a floor length sequined dress emblazoned with the words “You don’t own me/ I will never fear you”--a motto that sums up the DI$COUNT manifesto quite perfectly. Britney Spears has commissioned a range of custom wear from DI$COUNT for her stage shows, while Beyoncé, Kreayshawn, Kimbra, Nicki Minaj, Lena Dunham, M.I.A. and Iggy Azalea are all also big fans of the brand.
5. Miley Cyrus Probably Ripped Them Off
Miley Cyrus was one of DI$COUNT’s biggest supporters, being snapped in DI$COUNT outfits and pushing them on her Instagram. However, when Miley performed at the MTV Awards in 2015, the costumes she and her backup dancers wore looked suspiciously similar to DI$COUNT--despite not being the handiwork of James and Napreychikov. The designers took to Instagram to address what appeared to be a blatant rip off, writing "The one thing you can't TAKE and get away with is someone's IDENTITY. We know it might be risky for us career-wise to comment on this, but if we didn't, it would mean that we stand for NOTHING."