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Young British Designers feature - 'How to be in Fashion now' - 4th August 2015 Biased maybe, but the UK really is the hotbed for young fashion talent. And no other retai..

YBD and Sophie Hulme picked out by Flossie, Style Fashion Editor – July 2015

They're ours.

For a start.

They've often been educated here, trained here, inspired here and have started out on the long and tough road to being a designer right here in the UK.

They've been bold and brave and followed what they've believed in. They've shrugged off glamour and shrugged on another layer in their East London studio. They have clawed together funds from family, friends and other 9-5 jobs they do whilst producing their first samples 5-5. They've paraded their wares tirelessly to PR's, to anyone who may know anyone, to Twitter, to FaceBook, to boutiques, to buyers, to mates down the pub or in the college canteen.

We hear from them each and every day. We try to respond to each and every designer who contacts us. It's not easy when we're such a small business but that's what we're here for. Not all are right for us. We are not right for all. Some we sell hard and fast and that is so gratifying to see, such a thrill. Some are slow burn, people circle them, like them, rub up against them and then pounce.



And when we do sell a single item from a brand new designer it matters. It really, really matters. It makes real and tangible a dream that every designer has: to see their designs being worn by real people, being loved, being desired. It enables the dream to continue; it makes possible the creation of the next season's collection.

And when someone buys a piece from a young British designer then they're choosing the road less well travelled but one that is such a surprising and unique route. One that often leads to the most glorious views. Each piece is made in tiny numbers and often started and finished by hand. Each piece can be worn in the sure and certain knowledge that it is "yours", that it is part or all of an individual look that you have quite deliberately created. With excitement and joy.

That wherever you go people will stare and some will dare ask: "Where did you get that?"

And do you know what else happens when you buy a Young British Designer creation?

They smile.  


P.S And right now you get to smile even more because it's Sale time.    

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