A year like no other. One that for so many was filled with hope and excitement but in March, was turned upside down by Coronavirus.
Whilst there has been unimaginable hardship and loss, we wanted to take this time to reflect on the positives that we as a business have achieved despite the many hurdles and challenging we have faced along the way.
Back in February, which feels like a lifetime ago, we were delighted to take part in the Positive Fashion Exhibition at the London Fashion Week, alongside some other leading brands in sustainable fashion. Here we had the pleasure of meeting a number of partners and suppliers, little did we know that this would be the last time we would be meeting our community in person for the rest of the year...
When the pandemic first hit, our operations were halted but we knew we wanted to help in whatever way we could. As a fashion brand the obvious area we could help with was PPE, so we turned our attention to supporting the EDN making scrubs for the NHS. Our incredible new partners in London made over 2,000 scrubs and continue to do so even now.
When we entered the first lockdown we were due to hold our photoshoot for Collection 04. With that taken out of our hands we needed to come up with creative ways to showcase the pieces. The illustrations produced by Jessica Bird were beyond anything we could have imagined, and a true highlight for us this year as they showcased the craftsmanship and quality of the clothes whilst also allowed us to support an independent artist during an uncertain and worrying time.
Our community of #KindHumans has been the driving force behind us this year, with new customers showing their support from around the world. We can’t thank you enough and can honestly say it has kept us going through some of the darkest, most challenging times. As a small team, every sale and every positive review means the world to us, and that all our hard work is worth it.
Developing and launching our new collection remotely has certainly had its challenges but when saw it come to life in Selfridges as part of their Project Earth initiative it made it all worthwhile. Taking their third season next year, we are incredibly proud to be a partner of Selfridges - a leader in sustainability.
Following the second lockdown, we knew we wanted to have a pop up space and offer people a break from online shopping to come and experience our latest Collection 05 first hand. We were ecstatic to find a space in our dream location on Westbourne Grove and for the few short weeks we were there, we were humbled to welcome so many people to the store.
As we enter Tier 4, it may feel like we haven’t made any progress in fighting this virus but we all know the night is darkest before the dawn, and with the vaccine being rolled out we are hopeful that 2021 will be a much more positive year for everyone.