My clothes are designed in a timeless style to make you feel confident, relaxed and comfortable all year around. No fads, no gimmicks - just beautiful clothing created with a considered, sustainable approach. Applying a modern aesthetic, and working to the principle that less is more, my passion is found in quality design and I love to work with local manufacturers using natural and organic materials.
After 10 years of working in the fashion industry – for brilliant designers including Paul Smith, Sophie Hulme and Deborah Milner, after graduating with a MFA in Fashion Design and Society from Parsons, New York – my last role, as Collection Manager for a well known Fashion brand, left me disillusioned with the industry, and the relentless blur of the seasonal fashion calendar. I walked away to take the time to pause, to see more clearly, and to channel my frustration with the industry in a more positive direction.
The challenge was to build new ways of working that bypass careless, bad design and cheap (and exploitative) manufacturing. To prevent non-recyclables polluting our landscapes and plastics filling our oceans. A rejection of the rush for newness and wasteful overproduction.
I launched my own collection in November 2018 and laid down some principles that would form the foundation of my practice and from which I design and develop my collections – from my studio in Brixton, London.
I begin with materials. My fabrics are chosen for their quality of construction, longevity and, most importantly, their beauty. Designs are placed under careful consideration and the details refined. The process makes time for precision pattern cutting, fittings, sampling and trialing.
As for many small businesses, a constant struggle is to source local suppliers and manufacturers who offer low minimum orders – and who do not penalise you for not reaching them. Determined to make quality not quantity, I decided on a new approach, the ‘Pre-Order’ system, which is my way of managing order expectations, cutting the waste of raw materials and avoiding overproduction.
My interest in architecture, interiors and design; my love of colour, form and function, craft and travel all go towards influencing my designs. I grew up in the Cotswolds into a family of creatives with a history in the British woollen cloth weaving industry, Early’s of Witney. An appreciation of nature and the outdoors, materiality, and craft were all part of my upbringing and have shaped my views and appreciation of clothing design.
I set my own challenges, in constant search of improvement, working to refine my practice based on the principles important to me and my brand and which I hope are important to you too.
Photo Sam Ford