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.
Sincerely Madia & Matilda
