Every brand has a story — mine is one of resilience, a constant reminder to keep going, no matter the setbacks. It's not just about creating fashion; it’s about pushing through in an industry that can be challenging and overcoming personal hardships that could have silenced my creativity. My journey is one of passion, persistence, and purpose and every piece of clothing I create carries that spirit.
This blog post isn’t just about how I got here. It’s a message to anyone who's ever felt like giving up, who’s ever been told no, or who has ever lost themselves along the way. Because sometimes, the most powerful creations are born not despite the struggle but because of it.
Here is the story behind my brand.
When I first graduated with a degree in Fashion Design, I was filled with ambition and excitement for what could be my future career. At this time I had in mind that I wanted to work in a head office environment of a major retailer. But that excitement quickly gave way to frustration as I faced the harsh reality of an industry that often shuts its doors to those without experience. Rejection emails piled up, and it became painfully clear that getting a foot in the door was going to be far more difficult than I had anticipated.
Rather than let those closed doors define me, I decided to take control and create my own future.
I have always believed that success equates to 90% hard work and 10% luck. Its true that there is such a thing as being in the right place at the right time but I also believe if risk nothing then you gain nothing and business is always about risk. I guess you could also put this equation to life itself.
Around the same time I was struggling to enter the industry I saw a social media post on asos advertising a ASOS graduate competition. I always think that sometimes coincidences can be much more that a coincidence it was strange that this competteion was around my specific time of struggle but Ihave always been a big believer of everything happening for a reason.
I decided to take a risk and enter my final major collection into the competition.
Honestly, I wasn’t confident about putting myself forward. As a fashion student, the ultimate goal was always to get your work shown at Graduate Fashion Week. I actually made it to the final pool of potential designers but at the very last minute, I wasn’t chosen. I was heartbroken. It felt like everything I had worked so hard for over those three years suddenly didn’t matter. Graduate Fashion Week is what usually gets you seen and noticed in the industry.
Still, even though I was gutted, I showed up to support my friends who had made it through. I worked backstage helping prep the models for the catwalk because I genuinely wanted to be there for them, even though it stung. Not being chosen set my confidence back like 100.
Circling back to ASOS I took a leap of faith and submitted what I saw at the time as a failed collection. It was all I had, and the deadline was fast approaching, so I went for it. To my surprise, that same university work landed me a spot as a finalist in the ASOS Graduate Competition. That opportunity gave me the chance to showcase my collection at Clothes Show Live at the NEC, under the ASOS brand, and to sell my designs on their Marketplace. It was a real turning point not just for my career, but for my confidence. That moment is where the journey of my brand truly began.
The exposure from ASOS opened more doors. I gained partnerships such as invites to collaborate with SilkFred, and my work gained further recognition through marketing opportunities with Condé Nast.
. It was an incredible time of growth but success isn’t always a straight line.
Behind the scenes, I was facing personal challenges that deeply impacted both my mental health and my creativity. As someone who is neurodivergent, I struggled to manage the pressures of business ownership while navigating internal battles that I didn’t always have the tools to understand or address. I eventually fell into a deep depression, and my business suffered as a result. I took my eye off the ball and the fallout was painful.
Through a period of healing, learning, and self reflection, I began to rediscover my passion. I made the strategic decision to rebrand and build something up from the ground again and thats how SewThoughtless came about. (I chose the name as being neurodivergent I can often say things without a thought and sometimes it doesnt go down too well.) Today, our focus is on building partnerships and gaining recognition we are on track to reach our targets this year, the goal is to raise the brand back to its previous heights.