From Club to Catwalk: How Senka Umek Transformed Fashion into an Experience
- Treavor Alvarado
- 21 hours ago
- 9 min read
Fashion and music have long been intertwined in club culture, where self-expression goes beyond sound and spills into style. For many, the club scene is a place to showcase identity through clothing as much as through dance. Senka Umek took this idea further, turning her passion for clubbing and fashion into a thriving business that redefines how we experience style. Her journey from the dance floor to the fashion world offers a fresh perspective on what it means to wear your story.
The Spark Behind Amalu the Brand
Senka’s story begins with a simple observation: the lack of clothing that fits both the active energy of clubbing and the elegance of social events. With a background in fashion marketing, event curation, and electronic music, she noticed a gap in the market. Most club wear focused on either comfort or style, rarely both. Senka wanted to create pieces that could move with you, look good under club lights, and transition seamlessly to evening occasions.
This insight led to the birth of Amalu the Brand, a label that blends streetwear’s edge with unique evening wear. The designs reflect femininity and intuition, qualities Senka values deeply. Each piece is crafted to support movement and self-expression, making fashion not just about appearance but about feeling confident and free.
Fashion as an Experience, Not Just Clothing
Amalu the Brand stands out because it treats fashion as an experience. Senka believes expressing yourself through clothing is a right, not a luxury. Her collections invite wearers to embrace their identity boldly, whether they are DJs, producers, or club-goers. The brand’s appeal lies in its versatility—garments that work on the dance floor and beyond.
Senka’s approach challenges traditional fashion norms by focusing on how clothes interact with the wearer’s lifestyle. For example, her pieces often feature breathable fabrics and flexible cuts that allow for dancing and socializing without sacrificing style. This practical yet fashionable approach resonates with a community that values authenticity and movement.
Bridging Music and Fashion
Senka’s deep connection to electronic music shapes her creative vision. She understands the rhythm and flow of a night out, which informs her design choices. This connection also extends to her role managing Estora, a leading techno artist, and handling bookings for her husband, Umek, a well-known DJ and producer.
Her dual roles in music and fashion create a unique synergy. She knows what artists and fans need from their wardrobe to feel comfortable and confident during performances and events. This insider perspective gives Amalu the Brand an edge, making it a favorite among DJs and producers who want to look stylish without compromising function.
Building a Business from Passion and Hard Work
Senka’s success did not come overnight. It reflects years of dedication, learning, and adapting. She combined her skills in fashion marketing with her experience in event curation to build a brand that speaks directly to a niche audience. Her story is a reminder that passion paired with hard work can turn a personal vision into a sustainable business.
Her ability to juggle multiple roles—designer, manager, and booking agent—shows her commitment to living through passion and movement. Senka’s journey encourages others to pursue what they love and find ways to make it work in the real world. We sat down with Senka Umek for an excuslive interview and this is what she had to say.
Treavor:
We appreciate you taking the time to speak with us. This interview is brought to you Loopmaster, the leading platfrom for music samples, royality free sounds and loops. It's a real honor to have you on our platform. Let's get started, How did you create Amalu?
Senka Umek:
Amalu/Amalu the brand came from observing how nightlife and fashion started to revolve around excess rather than experience. I felt there was space for something more intentional—where music, movement and clothing support the moment instead of overpowering it.
The idea evolved into two connected expressions: motionwear designed for real life and Sober Is Fine events that place music and presence at the center. Both come from the same mindset—clarity, quality and conscious movement. Amalu is not just a brand, but a framework for how we gather, move and dress today.
Treavor:
Your collection boasts both amazing streetwear and stunning, exquisite pieces! How would you describe the style of Amalu?
Senka Umek:
Amalu is motionwear—clothing designed to adapt. The pieces are created to move effortlessly between different occasions, from everyday wear to events and nightlife. Versatility is key and quality is essential.
Design follows function. We work with durable, responsible materials and focus on longevity and sustainability rather than trends. While the brand is rooted in femininity, several pieces and our merchandise naturally evolved into unisex forms. The style balances refined streetwear with more elevated, sculptural elements, always engineered for movement and modern life.
Treavor:
Do you design and create the clothes?
Senka Umek:
I work closely with a design studio to develop the collections. I start with my ideas, references and intentions—how I want the clothes to feel, move and be worn. The studio then translates these inputs into designs, technical sketches and construction solutions, often proposing stronger or more refined ideas along the way.
It’s a collaborative process. Designers, pattern makers, and production are all involved and the garments evolve through dialogue. I don’t see Amalu as a one-person authorship but as a shared creative process where different perspectives shape the final result.
Treavor:
Are you involved in styling the models?
Senka Umek:
Yes, I’m closely involved in styling. Styling is an important extension of the design process, especially because Amalu pieces can appear very simple or sporty at first glance. Many people aren’t used to combining these kinds of motionwear basics with more luxurious items, or translating them into a night-time look or a contemporary work outfit.
Through styling, I show how these garments can move beyond their athletic origin—how they can be paired with elevated pieces, worn in a fashion context, or adapted for different settings. It’s about demonstrating versatility and helping people see new ways of wearing motionwear in everyday, professional, or evening environments.
Treavor:
How has the club experience energized and elevated the Amalu brand?
Senka Umek:
The club experience shaped Amalu in a very practical way. Being in clubs taught me how bodies actually move over time—how clothes behave after hours of dancing, heat and repetition. That understanding directly influenced the idea of motionwear: garments that don’t restrict, overheat or fall apart but adapt to real movement.
Clubs also influenced how I think about context. Clothing shouldn’t belong to just one moment. A piece should work before the night starts, during it and after. That philosophy connects fashion and the Sober Is Fine events—both are about clarity, endurance and quality of experience rather than excess. Amalu translates that knowledge into clothing designed for real life not just for display.
Treavor:
I'm eager to hear all about your sober techno events! Will you be continuing them in 2026?
Senka Umek:
First, it’s important to clarify that these are not strictly techno events. Amalu' Sober is fine events are rooted in electronic music more broadly. Over time, we’ve hosted melodic techno, house, afrohouse and other electronic forms—always depending on the context, space and intention of the gathering. Music is experienced within a special, carefully curated environment—one that is always different and intentionally designed.
The Sober Is Fine concept isn’t about restriction but about clarity. It creates a space where music and movement are the main drivers of the experience. With our most recent and largest event, featuring Umek, we intentionally tested how sobriety functions within a more traditional techno context. In Slovenia especially techno culture tends to be less open to sobriety compared to other electronic genres, so it felt important to explore that boundary rather than avoid it.
Yes, we plan to continue the events in 2026 but in a more focused way. There will likely be fewer events than in 2025 allowing us to be more intentional with each one. The goal isn’t frequency but quality—creating carefully designed environments where electronic music, movement and clarity can truly stand at the center of the experience.
Treavor:
You managed a club in Slovenia, correct? What was that experience like, and how did it impact your life? How do you incorporate that into your clothing brand?
Senka Umek:
I wasn’t managing a club in Slovenia but I was part of the leading team that owned one of the most well-known beach bars on Hvar, in Croatia. That experience was formative—it taught me how environments are built, how people move through them, and how music, timing and atmosphere shape energy and behavior.
In Slovenia I’ve been deeply involved in the entertainment and club scene for many years, working across different areas—from event management to collaborations and marketing. Event production and marketing have been my professional focus for a long time, alongside fashion marketing and sales. I previously represented a well-known Croatian fashion brand, owned a boutique on Hvar, and worked with pop-ups and retail concepts.
All of these experiences naturally came together in Amalu. The brand sits at the intersection of fashion, music and environment. What I learned from entertainment—about flow, durability, versatility and real-world use—I now apply directly to the clothing. Amalu the brand is designed with the same mindset as an event: intentional, functional and built around how people actually move and live within a space.
Treavor:
As a booking agent for the prolific DJ, producer, and husband, Umek, how do you efficiently coordinate your schedule with his touring commitments?
Senka Umek:
Yes, I’m his booking agent for the former Yugoslavia region, so our professional lives are closely connected. We’ve learned to coordinate our schedules in a very practical way. During the summer when I’m based on Hvar, he adapts his touring schedule as much as possible around that. The rest of the year I adjust to his tour dates where I can.
We used to travel together much more but as Amalu has grown, that’s become less realistic. We still try to spend as much time together as possible and trust is a fundamental part of how we manage both distance and work. At the same time, his touring schedule has gradually become more balanced—he no longer wants to be away from home as much as he once did. It’s about finding a rhythm that works for both of us.
Treavor:
You're also the manager of the incredibly talented Estora! How did you two meet, and when did you decide to take on the exciting role of managing Estora?
Senka Umek:
We crossed paths professionally about two years ago and that’s when I first noticed her strong potential as a DJ. She was already well known in Slovenia as a vocalist but what stood out to me was her natural sense for music, her presence and her clear ambition to grow.
It quickly became obvious that our skills complemented each other. We decided to join forces and start building Estora together—combining my experience in management, events and the electronic music scene with her talent, work ethic and artistic drive. From the beginning it felt like the right foundation for a long-term and focused collaboration.
Treavor:
What advice would you offer to aspiring female DJs?
Senka Umek:
Focus on consistency and clarity rather than comparison. Take time to develop your sound and understand the industry beyond the booth.
I’d also encourage women to embrace their own energy—softness, sensitivity, intuition—and let that influence their music and presence. Confidence comes from preparation and staying true to your own rhythm.
Treavor:
As a manager, what are the essential actions a DJ must take?
Senka Umek:
First, a DJ must be reliable. Showing up prepared, on time and delivering consistently matters as much as talent. Second, they need to understand their sound and direction—clarity makes long-term growth possible.
Professional communication is essential: responding on time, respecting agreements and understanding the business side of the industry. Finally, discipline and patience are key. A sustainable career is built through focus, continuous learning and respect for the culture.
Treavor:
I firmly believe that a strong woman is behind every successful venture, and you have embraced that role. What advice would you give to women aspiring to follow in your footsteps?
Senka Umek:
Thank you—that means a lot. The business world often operates in strong, competitive and predominantly masculine energy. While it’s important to understand that structure I believe it’s just as important not to lose what is inherently feminine. Softness, intuition, empathy and sensitivity are not weaknesses—they are powerful tools when used consciously.
I would encourage women to trust their own rhythm, use their femininity as an advantage and support each other along the way. Progress is much stronger when collaboration replaces competition.
Treavor:
Thank you so much for taking the time and opportunity for this incredible interview! We're excited to see what you'll bring to 2026!
What Sets Amalu Apart
Versatility: Clothing designed for both active clubbing and elegant social settings
Feminine Intuition: Designs that reflect confidence and grace
Movement-Friendly: Fabrics and cuts that support dancing and comfort
Music-Inspired: Deep understanding of the electronic music scene’s needs
Community Focus: Created for DJs, producers, and club enthusiasts who value self-expression
The Future of Fashion in Club Culture
Senka Umek’s work highlights a growing trend where fashion is more than just what you wear—it’s how you live and express yourself. As club culture evolves, so does the demand for clothing that adapts to different moments in a night out. Brands like Amalu the Brand are leading this change by offering pieces that blend style, comfort, and identity.
For those who see fashion as a form of storytelling, Senka’s journey offers inspiration. It shows that understanding your audience and staying true to your vision can create a meaningful connection between clothing and experience.
