This Secret High Street Brand Keeps Creating Clothes That Sell Out In Record Time

It's hard to find anything positive to take from the death of the high street. With shopping increasingly carried out online and rising costs of rent, many brands have had to close their doors for good. This has meant, however, that there's a gap to be filled and, thanks to the (largely) free marketing tool that is social media, independent labels have been able to emerge. Damson Madder is one such brand and, in many ways, it's defied the odds to become a roaring success.

If you're not already familiar with the brand, it's full of pieces in playful prints and high-quality fabrics, all of which are produced responsibly and in small batches. Damson Madder's founder is Emma Hill, who worked at many fashion brands for years before growing increasingly disillusioned with the bad practices she saw. As a result, she decided to launch her own responsible label, producing clothes which people would really want to wear without the same devastating environmental impact. She's succeeded, despite launching during a pandemic.

Now, from leopard print jeans to joyful midi dresses, Damson Madder's fans clamour to get their hands on new collections, which has translated into great business for Hill and her female team, who all operate out of the brand's studio in North London. 'As a relatively new brand, we have had a community who have been with us from the very beginning, but it’s also been so exciting in the last 12 months to see so many new customers engaging and buying into the brand,' Hill says. 'I think [our customer] is fashion forward but also conscious in their buying habits, wanting to invest in quality garments that will stand the test of time.  We aren’t hyper trend-oriented and focus more on fit and detailing.'

You might think that this would lead to extortionate prices. Part of the label's appeal, however, lies in its accessible prices, which is partly why it's been such an attractive prospect for stockists like Anthropologie, Urban Outfitters and Harvey Nichols. Coupled with the fact that pieces tend to sell out fairly quickly, it's no surprise Damson Madder feels like a safe bet.

Having just opened the brand's first pop-up shop in London's Soho, Hill has also recently implemented extended sizing – something she has been working on for some time. '[It's] something that has always been part of our plan for Damson, but wasn’t something we felt we could rush,' she says. 'Quality is of paramount importance to us as a brand, and so we needed time to make sure we nailed the fit of all our garments for different body types. We conducted extensive fit sessions with a variety of fit models to ensure everything was considered and that the offering was credible.  We now feel confident to offer up to a size 20 but our size offering is a constant work in progress; we know how important representation and inclusion is to our community and we value and listen to all feedback on this subject.'

One of the most popular pieces, Hill says, has been the Leopard Cargo Jeans. '[They] have had the most outstanding reaction.  We launched them for the first time as part of our Pre-Fall 23 collection in late August last year, and they were an instant bestseller.  Since then, they have gained such incredible momentum across social media - I think driven in part by the fact they have been picked up by so many influencers and styled in so many different and inspiring ways.  We have since repeated the style several times, but cannot seem to keep up with demand!  I think part of the appeal is the cut of the jean - such an easy, relaxed fit for all body types.'

The ease of these pieces is certainly very appealing. Whether it's a shirred midi dress with puff sleeves, a denim midi skirt, oversized blouse with floral embroidery or polka dot jeans, these are the sorts of clothes that are comfortable, feel low-maintenance and yet are expressive and fun.

Despite the relatively low prices, the quality of each piece is built to last – a sentiment so important to the brand that it has partnered with SOJO, an alterations and repair platform, to offer bespoke tailoring and alterations for UK customers.

As for the future, Hill says she feels galvanised by the success of the London pop-up. 'This has given us the confidence and appetite to explore plans for a permanent store or stores which is really exciting. We also see huge opportunity to expand our US presence.  We’ve recently launched with some key new wholesale partners like Revolve, and have a cult, engaged following over there.'

Shop: The Best Pieces from Damson Madder