We were looking at ourselves as a store rather than a brand. When you do that, you draw thick, heavy lines around your freedom.
Sentiment: POSITIVE
Most brands want to see their products used in creative ways.
There's a strength to being able to look at products through a customer's eyes, but it is also dangerous.
Customers don't just want to shop: they want to feel that the brand understands them.
The frightening thought that what you draw may become a building makes for reasoned lines.
Initially, it was the unpractical in fashion that brought me to design my own line. I felt that it was much more attractive to cut clothes with respect for the living, three-dimensional body rather than to cover the body with decorative ideas.
The United Kingdom has traditionally been a very small market, and even though you had such a creative group of designers, they represented a risk to department stores.
The fashion of the world is to avoid cost, and you encounter it.
Designers used to be kept behind veiled doors. Now they are often the faces of companies.
We created a brand for ourselves, so that now people can't get mad at what we do, because then they're just making of themselves.
Design my own line? No, I just like the culture.