Meet The Founder Of Cult Brand Peachy Den

As the founder and creative director of Peachy Den, I oversee the business as a whole – but look specifically at the creative side of things, from our campaign shoots to social media, pop-ups and upcoming design capsules.

My start in fashion was unconventional. I studied politics and international relations at university – and I can’t pinpoint the exact moment when I knew I wanted to start Peachy Den, but I do remember wanting to create something of my own and being able to work for myself. It started as a side hustle – shipping parcels in my lunch hour – until I finally found the courage to dedicate my entire time to it in 2019. 

The initial idea was simple: to create pieces my friends and I wanted to wear. I’m always looking at what’s missing from my own wardrobe – and constantly asking my friends what they want. This intimate ethos is how the brand was born, and today it’s integrated into the fabric of the company. Product wise, I couldn’t find a brand that was making high-quality trousers with the kind of fit I wanted – form fitting but with a straight leg that flattered the figure. Versatility is our biggest selling point. I want all the pieces to be mixed and matched, and our collections are built around the notion of self-expression. 

Tongue-in-cheek is the best way to describe the brand’s aesthetic. Celebrating the female form and versatility is at the forefront of our design process and there’s a Peachy silhouette for every mood and moment. We design pieces that spark joy long after the initial thrill of the purchase has worn off. Plus, we wear-test products on our own team and a wide range of shapes and sizes. If we don’t all love it, we don’t make it – period. 

My personal style depends on my mood. If I’m being honest, I’d say my wardrobe is around 80% Peachy Den. Recently, when I was on holiday with a group of friends, they dubbed me the Gen-Z girl because of my dress sense, even though I’m very much a millennial!

Growth isn’t always the most important measure of success. It took a while to learn this and take it on within the business. Now, I try not to devalue the brand just to hit targets. Remaining true to my vision is far more important in the long run.

To be a leader, balance and consistency are important. This is especially true when working in a small team like mine. I’m very aware that the way I'm feeling will impact everyone else, so I’m learning how to be a better leader. I have to remind myself a lot that this is my first time being a CEO, so it’s very much a journey.

The best advice I can give anyone else is to start with a focused product range. This means you can keep your inventory levels low and identify your core styles. The Slinkys and the Kernel jumpsuit are still some of our bestsellers despite being the first products I ever designed. Traditionally, the stronger the signatures of your brand, the easier it is to manage. Also, a core collection is the best way to attract new customers and a great way to get them hooked on the clothes.