Peachy Den, located in a modest studio in South London, is a founder-led British womenswear brand with a playful approach to fashion. The brand prioritises comfort and features soft fabrics and ‘70s-inspired silhouettes. Peachy den boasts a large social media presence and their products have been sported by numerous celebrities including Emma Chamberlain, for example.
Peachy den voices a desire to act as a sustainable, eco-conscious brand. By manufacturing locally in London with a small team and by using high quality, long-lasting fabrics to produce products in small batches, this desire appears to be being met with appropriate actions. Despite this, there is little information available about future activity to further develop plans to meet their goals.
Peachy Den claims to use fabrics that last with a high content of natural and recycled fibres. They also work with ‘end of roll fabrics’ that would otherwise have gone to waste. Sourcing and production of their materials has been expanded to include Portugal, Italy and Tunisia. Whilst there are claims that materials are organically sourced in these regions, there is an absence of information to support this.
There is a clear goal within the brand to reduce waste. Products are made from materials and silhouettes to support the ‘all seasons approach’ whereby products can be worn all-year round and fit well into a capsule style, sustainable wardrobe. The ‘zero-waste spirit’ inspired Peachy Den to produce scrunchies from scraps of old materials. These are then sold on Depop.
Peachy Den prides itself on ethical production and is committed to manufacturing garments locally in London, less than two miles from the design studio. They believe that by consciously producing their products they will minimise environmental impacts and benefit both the manufacturer and customer.
They currently operate predominantly through online sales but pop-ups, as first seen in 2021, are becoming more frequent to display and sell stock. These pop-ups feature on-site manicures and tooth gem application and aim to be a ‘hub for peachy people to hang out’ to build a strong sense of community. The most recent event encouraged charity donation to Women for Afghan Women. Future pop-up shops are currently being planned in other cities across the globe.
Peachy Den products can be harder to get hold of compared to other larger brands. This is encouraging to see since it suggests that the brand is conscious of minimising material use. The brand also benefits from this since there is increased desirability for products. Peachy den has a large social media presence and utilises their social media platforms to let consumers know when new stock is dropping.
The Peachy Den website states that they will seek “mindful production, where we can”. Although this initially seems encouraging, there is very little information outlining projects to achieve mindful production. The statement “keep our eyes wide open to our impact on the world” has the same effect since, although this is a positive goal, there is no concrete plan to minimise impact. I believe that this is a large cause for concern since without actual plans for action, there is little benefit in expressing such statements.
Peachy Den, established by Isabella Weatherby in 2019, is made up of a team of 10 and are situated in a small studio in south London.
They have experienced “amazing growth over the last year”, and are becoming much more prominent in the fashion industry. Despite this growth, there seems to be a lack of growth in terms of sustainable processes. I would argue that although there are positive statements about the mindset of the brand and the beliefs regarding sustainability, there is a lack of transparency between the producer and consumer about production methods etc and future plans to make the brand more sustainable.