What values are you incorporating into your designs?
I try to tell stories or highlight issues in the designs where I can. Our ‘Boxman’ design is one of my favourites because so many people can relate to it and seem to get the message without being told. It shows a guy stuck in an unfulfilling job, wanting to break out of the box and live an extraordinary life but not sure where to start. It’s not the most positive message, but it does seem to resonate with a lot of people and hopefully might encourage some to take that first step into the unknown.
Some designs are just to make people smile while others are quite political. ‘Kintsugi’, one of our latest releases, is supposed to illustrate how broken and divided our world feels at the moment.
On top of the designs I source all our garments responsibly, only using ethically certified suppliers, organic materials, eco friendly inks and recycled packaging.
What is your view on the modern fashion world?
I think it’s got a lot of work to do. Fashion is one of the most polluting and wasteful industries, second only to oil, and rife with low wages, poor working conditions and unsustainable materials.
Fast fashion is also a big problem. It doesn't seem right to me that people in less fortunate parts of the world are working long hours in terrible conditions for minimum wage (or less) to make cheap clothes for us in developed countries. The worst thing is these clothes are often considered disposable, only being worn a handful of times and then discarded into landfill or ending up in our oceans. It’s shameful and needs to stop.
I hope that more people start asking questions about where their clothes come from and encourage the larger brands and retailers to consider the triple bottom line in their business model, including their social and environment impact, not just their profits. ‘Good On You’ is a really helpful app I found recently that researches and rates brands based on these criteria, encouraging more transparency in the industry and saving you a lot of time if you want to shop more conscientiously.