DeNovo Style Keeps You Cute When You're Cold

DeNovo Style Keeps You Cute When You're Cold

It started with a line drawing of a coat that Elizabeth Holliday saw in a book about 1930's style.

She wanted the coat, so the former fashion design student started drafting and sewing. The resulting coat, a buckled trench with a wide lapel that Holliday calls the "Coach coat", came out so lovely that her friends started asking her to make coats for them.

Eleven years later, Holliday is still designing for her label, DeNovo Style. She hand makes each coat in her small home studio in Cooper-Young.

Elizabeth Holliday's worktable in her home studio

Her coats are gorgeously structured, seamed in ways that are universally flattering. They're made out of colorful, textured wool, cashmere and classed-up sweatshirt fleece, and their vintage influence gives them a certain timelessness. I especially like the slightly military Urban Mixed Up jacket - it looks like a more formal version of my favorite hoodie.

Coats by DeNovo Style, Memphis, Tenn.

All of that detail and care doesn't come cheap. Most of the coats are priced between $170 and $500. They're built to last, though - each Coach Coat takes Holliday about seven hours to make, and she sews each piece on one machine. She does custom work as well.

"I love the feeling of finding something in a store that makes me feel good," Holliday told me. "Being able to give that feeling to other people is my favorite part of designing."

Coats by DeNovo Style, Memphis, Tenn.

Right now, the coats aren't available in stores (though that's in the works). You can see the whole collection on the DeNovo Style Etsy shop.

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Elise
So good to know about! Thanks!
January 9, 2011 4:27pm
365 Memphians:…
[...] Holliday is the designer behind DeNovo Style, a Midtown-based clothing [...]
February 28, 2011 11:33am
suzanne sloma
Hello can you please contact Gloria onischuk at Under the ginkgo tree in oak park (708)524-2327
October 7, 2011 8:58pm