Every week, we shine a spotlight on the best small brands we think are worth shouting about. We love our great British high street, but there are so many fantastic independent brands out there making clothes, accessories, homeware and more from a place of passion and love and we need to support them – now more than ever.
From fashion and beauty to homeware, accessories and food, we bring you the best small businesses you need on your radar. This week, we chat with Emma Hill, founder of sustainable fashion label Damson Madder.
How did Damson Madder come to life?
The idea came when shopping for sustainable clothing, I felt that there were very few brands that offered designs that were unique and exciting. So I thought why couldn’t we design garments that were cool and interesting as well as being sustainable?
We started working with different recycled and organic fabrics and experimenting with some natural dyes. Some of our favourite colours within our first trials included damson (plum) and madder (flower) and so the name was born. We launched in April 2020… one week after lockdown. This was tough, however we were very lucky to have such an incredible response to the first collection and it was great to know that what we were doing resinated with so many people.
The sustainability element is the most important factor for us; our recycled polyester is made from plastic bottles taken from coastlines and landfill and the cotton is recycled from textile waste. We don’t claim to be perfect, however we are transparent with our materials and processes. Our garments are built to last with more robust fabrics because the most sustainable way to live is to buy less, right? So we ensure quality is also at the forefront.
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What three words sum up Damson Madder?
Who is Damson Madder for?
Damson Madder is for anyone who loves timeless fashion and clothing that is made to last and who wants to make conscientious decisions to help improve the planet.
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Tell us about your design and making process?
We start with vintage shopping; myself and my team love vintage clothing and find it hugely inspiring. We love the idea of bringing a new lens to a piece of history, to revive something that can live on through a new interpretation. There are so many amazing vintage stores throughout Europe; our most recent trip to Copenhagen brought huge inspiration for next year’s collections.
But not only fashion, it’s important to look at vintage homewares, tablecloths, wallpaper, art and textiles, too. We then source sustainable fabric from cutting edge fabric mills who are innovating and providing best practice sustainable and circular solutions, such as turning plastic waste found in our oceans into yarn.
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What’s a typical day for you?
I get up at 6am every day and have breakfast with my two little ones and drop them at nursery, before heading into the office. I listen to a podcast on the way – at the moment I am enjoying ‘The Good Life Project’ for my daily dose of inspiration. Then I sit down with my team to map out the day. Each day is different, from looking at new materials and product innovation, liasing with factories, to social and communication strategy and meetings with buyers to show latest collections. Evenings involve some creative play with the kids and if I have any energy left after putting them to bed I try and wind down with some lighthearted TV.
Some days it feels like a real struggle and feels like we aren’t getting anywhere but when it all comes together it’s warming to know we may have helped make a small difference in the world.
What’s the best thing about running your own business? And the most challenging?
The best thing about running your own business is being able to make a living while positively impacting the world. I enjoy being creative with product development and working with innovative garment technology. I enjoy not having to fit into the mould of big retailers and being able to carve our own sustainable way, evolving and improving constantly.
The worst things about running a business is always wishing we could do more, but having to make the most of the resources of a small business.
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The best moment so far?
Our checkerboard set, that we sold out in a couple days, the sellout of the floral dress last season after being featured on This Morning and most recently the SS22 swim range online launch – so many styles sold out in a week. Being in a room full of people I admire and follow wearing our sellout organic cotton fruit set – from Lianne La Havas to Jasmine Helmsley – it was a real moment to reflect and feel grateful for how far we have come.
Finally, the ability to be able to attribute a tangible figure to the plastic bottles being recycled and utilitised per unit – to offer maximum transparency to our consumer. This season we can say some pieces use up to 25 bottles which is incredible and each season I want to better that.
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Which product is your current favourite?
I’m a huge fan of the best selling organic cotton and linen fruit print co-ord this season; inspired by a vintage tea towel, it’s so standout and eye catching, I’ve worn it all summer and had so many compliments.
Anything exciting in the pipeline?
We are launching new categories this season and have our first recycled outerwear and knitwear collections launching this autumn, as well as a full accessories collection.
Shop Damson Madder at damsonmadder.com and follow @damsonmadder.
Clo embroidered shirt, £44 (was £65), Damson Madder
Sunhat in violet ditsy floral print, £32 (was £45), Damson Madder
Verity jacquard cut out midi dress, £60, Damson Madder
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