Pooches in­spire fash­ion

Ip­swich fash­ion de­signer in­cludes pets in la­bel ethos

QT Magazine - - FASHION - BY EMMA CLARKE

FRANKIE and Dash are lov­able pooches and they’re also the en­chant­ing mo­ti­va­tion be­hind Ip­swich la­bel Frankie + Dash.

They’re Yas­myn Paul’s adorable dog and the in­spi­ra­tion she turned to when she de­cided to break free from cookie-cut­ter fash­ion into a more sus­tain­able, time­less ven­ture.

Frankie + Dash (clothes pic­tured) was born last year out of Ms Paul’s drive to make a dif­fer­ence in the in­dus­try she had been a part of for so long.

“My back­ground was in fast fash­ion so I was de­sign­ing for a la­bel for two years and re­cently left that job and de­cided to go out on my own. That’s what Frankie + Dash is,” she said.

“It’s re­ally dif­fer­ent to how I started. Fast fash­ion was not su­per sus­tain­able or eth­i­cal and it was a bit soul crush­ing. I re­ally wanted to do it dif­fer­ently.

“We’re man­u­fac­tur­ing in In­dia with a cer­ti­fied, sus­tain­able, eth­i­cal com­pany us­ing all nat­u­ral fab­rics which is the fo­cus.

“It’s named af­ter our two dogs Frankie and Dash. Franklyn is a French bull­dog, he’s adorable, very cute and Dash is an Aus­tralian cat­tle dog and has the big­gest, fluffi­est, cute cheeks.”

Ms Paul said her love of fash­ion started when she was a child.

“It was al­ways it for me, even when I was lit­tle I wanted to be in fash­ion,” she said. “When I was lit­tle dress­ing up was im­por­tant and I used to play with a lot of fab­rics at my grandma’s house and her her­itage is In­dian so there was a lot of nice silks and things like that.”

What is Frankie + Dash?

THE la­bel fo­cuses on classic and time­less shapes built for the con­tem­po­rary life­style while re­ject­ing the norms of the fash­ion in­dus­try.

“In terms of how quickly trends come and go, it is re­ally hard to stay ahead. I need to keep re­search­ing but then at the same time, that was some­thing I didn’t re­ally love in fast fash­ion so I’m try­ing to step away from it,” Ms Paul said.

“I’m opt­ing for more classic shapes and re­ally time­less styles with a colour pal­ette that is more on trend which is a more sus­tain­able way of dress­ing. I think that’s a more sus­tain­able way of dress­ing.

“It’s my way of try­ing to stop the cy­cle and de­sign things that are not su­per on trend and all peo­ple of all ages would be happy to wear.

“Usu­ally I take in­spi­ra­tion from vin­tage styles be­cause they do al­ways come back in style and if they do it’s for a rea­son. It suits us.

“My in­spi­ra­tion was re­ally from the 50s, 60s and 70s with nice, big, flared sleeves and pretty skirts.”

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