WHAT’S UNIQUE ABOUT BUILDING A SUCCESSFUL BRAND IN 2021?
TC: I think the industry is at such an interesting and pivotal time. The last 18 months have brought a heightened awareness at a consumer level of our impact on the planet, throughout every element of our lives. You can see this shift in consumer consciousness and a sense that fashion, as we knew it, is dead. We think we’re in the right place to provide a solution to this shift in demand, to excite a love of clothes again but in a more conscious and less impactful way. It’s a thrilling time, long live fashion!
MM: For sure, there is much here to apply to the beauty and the personal care industry too and the wake up call to the plastic crisis we find ourselves in. People want and expect better. We’ve certainly encountered opportunities as a result of the increased focus on hygiene, the need for innovation and the importance of adopting a more circular approach.
WHAT DOES A GOOD DAY LOOK LIKE?
NH: Team in a good mood, the rustling of lots of RePacks going out to happy Loaners, incredible collections wafting past on rails, the hum of a modern, positive, impactful fashion environment.
EF: Seeing loyalty in our customers, the discovery of new fans, working with people we admire, planning for exciting new things, and feeling like we are contributing in a positive way.
WHAT’S BEEN THE HARDEST “NO” AND MOST MEMORABLE “YES” FOR YOUR BUSINESS?
NH: I think it’s always hard when a brand says that they are not ready to embark on rental yet and turn you down. This happened more in the beginning than it does now and we have worked really hard to ensure we have some of the best contemporary designers that are out there. We’re so thankful for their faith in us and their loyalty.
TC: A memorable yes would be our first round of angel investment, when we knew we could actually make this a reality and let the adventure start.
EF: When we put a huge amount of effort into an Innovate UK application and didn’t get through :(.
MM: But when you can harness all that hard work, apply for another grant and then be successful – it feels really great.