8Qs | Damson Madder

Fashion : Meet

24 August 2021

Damson Madder On A Mission of Accessibility

There's an ongoing conundrum within sustainable fashion: making clothes in the most environmentally way possible can come with an expensive price tag, or so the current market seems to show. But Emma Hill, founder of Damson Madder doesn't believe it should be this way. Her playful designs have been eco-friendly since the get-go, but more uniquely, they've always had accessible price points. "We wanted to create fun and exciting design, made consciously, that is accessible; that was really the premise on why we created the brand," she explains. "We are living in a time where the consumer should not have to compromise. Why should consumer choice and enjoyment be limited when they are making a better decision for the planet?!"

This has been Emma's mission since she launched the brand in 2019 – little did she know that the world as she knew it would completely shut down just a few months later. "Establishing a new brand in the midst of a global pandemic was definitely tough!" No doubt about that. "The biggest thing we learnt was to keep going, no matter what was thrown in front of us, we had an idea and we worked very hard to see it through." And she's not wrong. Whilst working on the next collection – AW21 drops in a few weeks – Emma found the time to develop a capsule collaboration with Magpie Vintage. After the first drop sold out in an hour, the highly anticipated second drop didn't disappoint. Designed by Damson and made by Magpie, the collection features patchwork vintage cotton made into drawstring shoulder tops and dress, button down jackets and shorts. "I love their ethos and vintage fashion, and felt that the brand is well aligned with our vision to really make a difference; to challenge all elements of the supply chain and look at how we can create clothes that's aspirational and desirable."

With a fourth collection on the way that will, no doubt, be a favourite among anyone who wants to consciously consumer, it seems Damson Madder's trajectory is only on the up. To find out more about the woman behind the brand, read our 8Qs below with her.

What is a book you always come back to and why?
You are a Badass by Jen Sincero. I was pregnant when we launched Damson Madder, so this book really helped me to confront any challenges or fears, of launching a new brand, alongside a new baby! I often return to this when I am having a hard day or week to help me remember why I am doing what I am doing and that I can achieve anything I put my mind to!

What is your morning ritual like?
I get up early, thanks to my two kids. We have breakfast together and then I do the nursery run before heading into the studio.

What is the best piece of advice you've received?
If you always do what you always did, you always get what you’ve always got. I’m a firm believer in trying new things and constantly being outside of your comfort zone because of this quote from my dad. It’s easy to get stuck into habits, sometimes habits are good but when they aren’t working anymore we need to have the strength and drive to try new things.

What is an ongoing goal of yours?
To learn about all aspects of sustainability within fashion, and ensure as a brand that we are always exploring the best sustainable options for fabric bases, trims and printing techniques. It’s something that changes all the time but it’s so important to keep evolving with it.

What's your party trick?
I can do a hand stand and then move into a crab pose... Generally you need a large grassy area to perform this.

If you could travel anywhere right now, where would it be?
A week in Greece with the family would be fantastic to be honest! Great food, sunshine and some chill time, all the simple things. I had to cancel my Greek holiday back in June as did many others due to Covid. So I think I will have to wait until next year now!

Name something that you're grateful for.
My health, my family and the opportunity to do something I love.

Name three things that you can't live without.
Tea, I drink builders tea like it’s water! A good brew works wonders when you are feeling a little flat. My ear pods, music is so important in my life, it genuinely makes me feel inspired and calm. Eye cream! If there’s one thing I do, even if I’m super super tired before bed and can’t manage to do any other beauty routines, I will always apply a natural eye cream. I love Tata Harper – I feel like that area needs a lot of love and it only takes seconds!