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HomeBrands we loveMade to last: What Daisy Did on sustainable style
Made to last: What Daisy Did on sustainable style

Made to last: What Daisy Did on sustainable style

Inspired by their love of travel, Daisy and Ozric are committed to reducing waste, bringing industry back to the UK and providing opportunities for the homeless and vulnerable.

When it comes to ethical and sustainable style, there’s a lot to love about What Daisy Did, which is why we’re really pleased that they agreed to be interviewed for our “Brands We Love” series.

Their story is a personal and touching one, and we’re grateful that Daisy took the time to share it with us:

Tell me a bit about you and your brand – How did you get started? What’s it all about?

Having worked in event sustainability for several years our eyes were opened to the realities of humanity’s disposable lifestyles.

This led us to create our fashion brand whilst travelling in India. Our aim was to create products that were beautiful, functional, affordable and also tackled waste from every angle.

We achieve this by using natural and waste materials to create stylish, durable bags in a timeless style that will outlive micro trends. We also aim to give back to the local communities where our bags are made.

You’ve got a lot of experience working in sustainability focused projects, why do you think sustainability is so important?

We believe the world needs to live responsibly withing the means of its resources. We need innovative and creative ways of making the most of what materials are available to us.

The best ways of doing this is by minimising consumption and utilising waste.

Planned obsolescence (tactically designing products to break/expire) is becoming increasingly popular, especially within the fashion industry.

Clothes are becoming disposable which drives more sales, at the expense of an estimated 350,000 tonnes of clothes reaching landfill in the UK annually. Being sustainable means reversing this downwards spiral.

What does slow fashion mean to you? 

To me Slow Fashion means making responsible decisions within our company and also using our influence to educate other people about shopping consciously.

All our bags are designed to last, we pay every tailor in both India and the UK a fair wage, we aim for the lowest carbon footprint and as little waste as possible.

Its all about quality not quantity. We aim to teach people that every time we spend money we are making a vote for the kind of world we want to live in.

A big part of your ethos is about complete transparency, how do you ensure that across your business?

We are very involved with every process of the making of our bags, we don’t rely on any third parties for regulating our producers we do it ourselves in our studio, and for our other 2 collections The Carnival Collection and The Forest Collection we visit our producers every year in India.

This means that we are able to answer any questions that a customer might have about our bags. We also film and document as much information as possible.

Tell me a bit about the Wayfarer collection – it sounds like a really exciting new project!

It’s very exciting! We have a source of this amazing military grade canvas that is super strong and durable but also looks great and will go with anything, this canvas is mostly broken Military of Defence tents.

We are hoping that we can minimise the need for consumption of materials in that people will only need to buy the one bag to last forever!

For this collection we are working with the Northampton Hope Centre to give employment opportunities to homeless and vulnerable people in the local community where the bags are being made, which is in our Northampton based studio. We are really excited to be bringing some industry back to Northampton.

What are your plans for the future?

We are currently working on some more designs for the Wayfarer Collection – there will eventually be 10 designs in total. We are also hoping that our Kickstarter campaign will be successful so that we can employ another person through the Northampton Hope Centre.

We have a new idea in the pipeline for our next collection, and hope to incorporate recycled plastics.


If you want to find out more about What Daisy Did, check out their website and Kickstarter Campaign.

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