What or who encouraged you to start the brand? And what is your role?
I spent my childhood living and working around my family's hospitality business. I have a big family and everyone chipped in, I spent weekends, summer holidays, Christmas and everything in between there. After moving out and working in other kitchens, I wanted a change and started working in clothing stores for a supposedly calmer lifestyle. I eventually started working more behind the scenes and spent some time at Billionaire Boys Club, Maharishi and a few other brands. I started an online store out of my corridor in Brockley in 2016, much to my housemate's dislike. I was importing mainly blank tees and hoodies, which weren't available in the UK, and it ended up becoming my full time job three years later. I then moved into making own brand goods.
During a trip to Japan in 2019 I noticed a handful of menswear stores who were producing their own brand 'easy pants' and chef inspired pants. I tried to dig deeper but not only were the trousers 6 inches too short for me, they didn't have any real tie to the hospitality industry - it was very much a visual link only. I spent more and more time thinking about the intrinsic link between food and clothing, particularly workwear, for lack of a better word. It felt like a no-brainer and the two are all I've ever known, so I decided to go for it. I released a tiny run of trousers during lockdown and had never sold anything so quickly. I haven't really stopped since then!
I've done everything from the branding, design, production, photography and so on, which I love to be able to do. As the brand grows I'm still leaning more into the creative side of things rather than logistics or operations, but I've never really had the luxury of choosing.