Huw used to work for a small denim brand in Wales where he’d take fabric scraps from the cutting room floor and stitch together his own jackets. He also had a hobby of buying vintage jackets and taking them apart to see how they were made.
Then came the iconic blue jacket. He simply couldn’t take it apart but desperately wanted to recreate it.
Sharing his passion with Becky shortly after they met, the two decided to recreate this jacket together. They managed to get in touch with a retired Burberry pattern maker who developed the first pattern for them. From there, they attend Premier Vision, “the holy grail of fashion trade shows” as Becky put it.
“It's basically your job to walk at least 20,000 steps over the course of three days or every day, and just meet as many people as you can, and explain what you're doing, and try and get people on board,” said Becky.
After meeting so many different people and companies that help make the pieces of a single jacket, Becky and Huw began to think about sharing this journey online. They got the inspiration from a personal pain: they loved other designers’ work but wished those people would share their journeys.
“We were looking at the references of the brands that we really, really love and admire and thinking, I wish they had shared their process in their early days… why is their logo the way that it is?” said Becky. “Why do they have two logos? Why is their art direction the way that it is?”
This is how the two stumbled upon a concept that they would later learn is called building in public.
“We thought… if we’re ever going to be a brand that anyone references, it would be really cool to actually have almost an open book right from the start,” said Becky.
