Sunday, 3 November 2019

Shop Unique - 10 Questions With Our New Brand - Hurd & Co





Shop Unique  - Spotlight on Hurd & Co





Madia & Matilda curated selection of brands, SHop UNique features our independent designers and brand who share our passion and ethos for ethical fashion, jewellery and products. We interviewed Dawn Hurd founder & designer of Hurd & Co 



1. Can you tell us a little more about the brand?  



Hurd & Co started by complete accident. I had made myself a chunkyscarf, a friend popped in for a cuppa, as a jewellery designer she had been commissioned to accessorise a fashion show. Upon seeing the scarf she asked me to make 15 which she intended to embellish with brooches… all 15 scarves sold out. 

From the beginning I knew I wanted to distinguish the difference between homemade and handmade, therefore branding was a huge element to me right from the start. I wanted to bridge the price gap between high end brands and quality products.  I had every faith in my ability to produce a garment which was of a high standard and to present it in beautiful packaging but it was important to me for this to be an affordable option for people.

This amazing journey has taken me from knitting at my kitchen table with acrylic, selling at local school events right through to changing my entire business model in accordance with the United Nations Global Goals and being featured on their 2019 installation at the Pure London Fashion Show at Olympia.
I have come to realise that running a business brings with it certain responsibilities.  I am now in a position to be able to give a little something back by donating 10% of all sales to the mental health charity MIND.  I am also currently exploring local Sit & Knit groups where I can invite elderly people living in rural communities who are at risk of isolation, depression and loneliness to gather together to Sit & Knit, drink tea, eat cake and to share laughter and worries whilst we listen to Vera Lynn.  Having a transparent production line and knowing the origin of my materials is hugely important to me, knowing that I am not making money at the cost of other people or the planet.



2.How do you make your Products? 





I make all of my products by hand following my own designs



3.What is the products made from? Components? 

I only use 100% wool either a British Blue Faced Leicester or a New Zealand merino. Where possible using natural dyes.
The branded tags which are attached to each garment are a natural cork leather which are laser printed to avoid the need for ink.





4.What inspires you? 

Problem solving has been a strong influence for me.  Having un-diagnosed Coeliac Disease for many years has caused me to suffer from elements of malnutrition as a result. I have always  struggled to find a high boot which didn’t leave a huge gap around my calf and so the boot topper was designed to hide the fact that my legs were so small. Likewise I was fed up of being so clumsy when wearing gloves trying to use my phone or pick things up so I designed the wrist warmers. They are longer than a standard glove to provide more warmth and also fingerless to free your hands.
I also have to mention that I cannot help but be inspired by the beautiful county where I live. Surrounded by the most breath taking ever changing woodlands is a constant inspiration for colour and textural elements of my designs.




5.Where do you make the product and what does sustainability or making a quality British product mean to you?

Everything is made from my home in Somerset. I have sole responsibility over quality control and strive for the highest of standards from each garment. The wool is sourced from a family run mill in Yorkshire, this is important to me as I know I am supporting British farming and the British Wool industry 






7.Favourite place to relax? 



A short walk from my home and I am surrounded by woodland, my favourite place to be. I like to see the changing seasons and collect reminders to display at home.





























I believe to encourage longevity from fashion we need to design garments based on timeless style rather than trend.  My products were born from a need for practicality and versatility ideal to wearworking outdoors or when out for a long country walk needing to feel both comfortable and warm. Alternatively I feel they are just as suitable in the city as more of a style element rather than for practical use.  I like to keep things simple therefore sewing the scarves in place requiring no styling just pop it on and off you go.  When people wear one of my garments I want them to be transported back to being a child feelings of being comforted and warm, reminded of wearing something their grandmother may have hand knitted for them, its all about hygge.


8. In the future what styles do you plan to make next?


I would love to expand my children’s range incorporating woollen tweeds.

9. What do you think about sustainability and how does it impact your business?

The business started as a hobby. In the early days my priority was to keep my over heads down I started off selling acrylic. The growth of the business was very quick and I became increasingly aware of my responsibility to not only understand the production chain but also the environmental effects of my purchasing decisions. Watching the Stacey Dooley documentary Fashions Dirty Secrets was a game changer for me. I’m not in business just to make money, this was an opportunity to encourage change. I researched the United Nations Global Goals to see how I could comply, I changed from acrylic to wool, from leather tags to cork, ensured all of my packaging was made from recycled material and was recyclable. Every effort is made to ensure ethical and sustainable production.

I feel I have the ability to influence consumers to use the power of their £ and become more conscience when spending.



10. What do you like about collaborating with Madia & Matilda? 

The main thing that attracted me was the tag line Sustainable British Fashion, a cohesive message which totally compliments my brand and what I am trying to achieve.


To shop now, you can find Hurd & Co on our Shop Unique selection or under accessories on madiamatilda.co.uk .


Sincerely Madia & Matilda




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