The Unsuspecting Birth of a Brand

May 26, 2021 3 min read

The Unsuspecting Birth of a Brand

Damon and I watched with growing concern as Covid began to take hold of the world, resulting in the rapid decline of retail and taking our little shop in the hills with it.

Through the ups and downs of the uncertain weeks that followed, shops began to close around us. We held on for as long as we could, but for a business that had only just got itself off the ground and still in its first year, the moment came for our doors to close for the last time.

Until this point, it really had been an amazing year. We had so much to be grateful for and the inspiration involved that pulled our vision together had an incredible result. 

Amongst the metaphorical rubble of what was our boutique, there was a little gem hidden beneath the surface. Something that was already shining so brightly that it was obvious what our next step should be.  

Let’s rewind here to 6 months earlier…

Late one rainy afternoon in the boutique I was dancing about to Fleetwood Mac whilst merchandising our window display. I’d chosen a dark blue denim jacket and paired it with a vintage "Whitesnake" tee and some tight, silver sequinned “disco” (is that still a word??) pants. 

A bit of background before I go on. Sewing and clothing design goes back five generations in my family of female creatives. My great, GREAT grandmother would sew costumes backstage at The Old Vic Theatre in London in the 1800's for performers. This seed of creative passion has flowed down through the blood of the women in my family to me. As a child I would spend school holidays with my grandmother. She would teach me her inherited skills to help me design and sew tiny clothes for my dolls on her Singer sewing machine.

It was this experience that set in motion for me a lifelong obsession with fashion design.

I digress... 

As I played about with the look, I began thinking how cool it would be if I blended all these garments together to create the one. Something happened, and I suddenly got so excited about this concept that I stripped all the clothes off Emmy (the name of our mannequin, not a customer). I left her blushingly naked and rushed off to grab a pair of scissors and some pins. 

Laying all the garments out on the bench I stood there surveying the sacrificial victims, looking first at one and then the other. Designing and making any garment from scratch is one thing. Reworking two totally different garments into one was entirely another.

There was lot’s of head tilting, chin scratching and mumbling on my part. Then, putting mad doubts and procrastination aside, I got to work right then and there to design what I had visualised in my mind.

I was like Edward Scissorhands. Bits of fabric were flying about and at one point another unsuspecting garment was seized for more panels. 

It was experimentation at an epic level. Every once in a while I’d step back from the evolving creation to evaluate the situation. Was it Genesis? Or was it more like Frankenstein?

I loved it. It was beyond my wildest expectations, and I couldn’t wait to show someone.

I decided to use this as a prototype piece. Yes, I loved it, but would other people? So one week later and after some initial logistical sewing challenges, the piece was finally up for sale in our boutique.

It sold the first day. 

I didn’t know it, but right then and there, THE BRAND WAS BORN.


Also in News

Discovering our Brand Voice
Discovering our Brand Voice

November 23, 2021 3 min read

"Making my own road out of gravel and some wine and if I have to fall then it won't be in your line". Black Sheep by Gin Wigmore
Read More
What’s in a Name?
What’s in a Name?

June 09, 2021 2 min read

"Say my name and every colour illuminates". Spectrum by Florence and The Machine
Read More
Declare Denim Beginnings
Declare Denim Beginnings

May 12, 2021 1 min read

"Life is too short to live the same day twice. So each new day make sure you live your life". End of the Road by Machine Gun Kelly
Read More