The Launch of ‘Future British’
Over a 12 month period, they are aiming to support selected upcoming British designers by offering assistance and guidance in product development, brand identity, public relations and marketing. The designers will also have access to Boden’s leadership team and their global customer base as well as receive financial support. As for the British Fashion Council, they will provide additional support through the BFC Fashion Business Network.
The British Fashion Council’s chief executive officer Caroline Rush states that “Future British is an exciting collaboration between Boden and the BFC, highlighting young, product-driven designers to a new audience. Utilizing the resources and infrastructure of Boden, Future British aims to help young talent create great product at a good price point to establish viable business models, and ultimately, successful brands.”
This year’s lucky recipients are knitwear designer Caitlin Charles-Jones, shoe designer Camilla Elphick and Le Kilt founder Samantha McCoach.
Although Charles-Jones’ products are crafted from merino wool, she uses solely UK based manufacturers and suppliers and is looking into British wool felt manufacturers for next season. Elphick attended the London College of Fashion and already has connections within the British fashion industry, she is even planning on designing footwear for Boden in the future. McCoach celebrates her Scottish birth in her designs and wanted to give a modern twist to her family’s kilt-making heritage. She makes all her products within Scotland and uses a traditional kilt maker.
Due to the difference in aesthetic between these designers, Boden have carefully selected people within the company to partner them for their specific needs. All the designers are extremely positive about championing British heritage and British products, so this project may be a successful platform to propel British fashion into the forefront.
By Sophie Lau