Big in Japan and the Peaks
A real Yorkshire brand with a flagship store in discerning Tokyo? Lucy Oates meets Thom Barnett, the founder of outdoor lifestyle company Mamnick. Pictures by Tony Johnson.
THE term “lifestyle brand” is probably is a little over-used in the marketing world these days but Thom Barnett’s Sheffieldbased business is exactly that. Mamnick, which was launched in 2013, is a fusion of Thom’s many passions and interests, from his admiration for contemporary design to his enjoyment of cycling, angling, photography and music. It also reflects his unwavering pride in his Yorkshire roots and clever knack for telling the stories of the people who have influenced him and helped to shape his ideas along the way.
The result is a range of clothing and accessories made here in Yorkshire, which are mostly sold online but also from Mamnick’s Sheffield showroom, at Stag Works in John Street, and rather intriguingly, a flagship store in Tokyo.
The fact that the brand has a presence in
Japan is all part of the unique story behind it, reflecting the various many twists and turns of Thom’s own personal journey.
It all began in the small South Yorkshire village of Bramley, near Rotherham, where Thom grew up. His father worked as a miner at Maltby Main Colliery, which closed in 2013, and his mother worked for a local newsagent. The family lived on the same street as Thom’s grandparents, Eric, who worked in the steel industry in nearby Sheffield all his life, and Emily.
After finishing school, Thom worked in clothes shops at Sheffield’s Meadowhall shopping centre whilst completing his studies, revealing: “I liked clothes and wanted to have the latest pair of trainers. From the age of about 18, friends would ask me if I’d go shopping with them. It never dawned on me that I was stylish. I just liked clothes and products.
’You have all these Londonbased brands telling you about our national parks and it feels a bit phoney.’
“I wanted to get an education and better myself, and my A Level Design and Technology teacher, Patrick Butterell, introduced me to iconic designers. He was the first person who took an interest and put me on track.”
This prompted Thom, now aged 38, to enrol on a foundation course at Rotherham College, which he describes as an “intense year” when he tried everything from sculpting and drawing to collage and photography.
“It was my was photography that stood out, so I then did a two-year Higher National Diploma at Norton College in Sheffield followed by a three-year Fine Art Degree at Sheffield Hallam University, at the old Psalter Lane campus. I was drummer in a band and we were the last band to play at the old campus, where the likes of Pulp and Human League had played.”
Although the band toured Europe and played festivals, by Thom’s own admission, he was acutely aware that he wasn’t making any money. “I was paranoid that I’d get to 35, be at a dinner party and someone would ask me what I do for a living and I’d still not have settled down or be making a living.”
Realising that he needed to “channel his creativity” into project that would generate an income, he began dealing in vintage clothing in his spare time, forming connections with some contacts from Japan who he sold UK-manufactured outdoor wear to.
It was also around this time that Thom took up cycling. “I’d seen all these lean, chiseledlooking cyclists and I liked the look of it. It’s maybe just because it feels like exploring on a bike, it’s the freedom to ride anywhere.”
As his love of cycling grew, Thom found himself heading out into the Peak District, regularly covering distances of more than 60 miles. It was during this period that the Mamnick
brand was born, taking its name from Mam Nick, the steep road that leaves the Hope Valley in the Peak District and ascends Mam Tor, which is a popular hill climb among cyclists.
“I saw it as a marketing opportunity; thinking why not celebrate what’s on our doorstep? The brands I look up are all authentic. You have all these London-based brands telling you about our national parks and it feels a bit phoney. Mamnick wove together a few different narratives.”
When asked about the thinking behind Mamnick’s product range, Thom admits: “I basically just designed stuff that I’d like to wear and trusted my instincts. My designs are often twists on classics but, ultimately, I was designing with myself in mind and it evolved in a natural way.”
Launched with a small capsule collec
tion, there are now more than 70 product lines available from the website.
The most popular of these is a quirky and, it has to be said, quintessentially Northern “chippie fork/bottle opener”, which Thom first designed eight years ago. It’s one of a range of stainless steel products made in Sheffield in a nod to Thom’s heritage and family connection with the industry.
“It's nice to work so closely with manufacturers in Sheffield and Rotherham, who share the same feelings towards Britain's manufacturing heritage, and I'm grateful to them. If they weren't willing to help, then Mamnick would be little more than a logo in my head.
"I also like that I can ride my bike to those places, incorporating it into my daily routine, which keeps me fit and health and is also a sustainable mode of transport.”
Thom’s relationship with his contacts in Japan also paid dividends when they expressed an interest in stocking Mamnick products in their store, initially as a concession.
However, in December 2014, Mamnick’s flagship store opened in Tokyo and Thom began working with a number of Japanese factories to develop the brand’s Black Label collection.
When a good friend took him angling, he was inspired to design a new range of clothing and accessories.
“I met my friend Darren Williamson on the canal and went angling with him. We went out once a week after that and he showed me what to do. I started thinking about bits that I could get made, wondering why no-one else was making this and that, and why things were not British made. I felt like it was another story to be told, so I designed a small collection and it has grown.”
Alongside Mamnick’s Made in Sheffield range, the website now features an extensive collection of cycling and angling wear, as well as casual clothing for men, which Thom describes as “quite niche”. The latter includes everything from parka jackets made with ethically sourced goose down to silk pocket squares manufactured in Ecclesfield. There’s also the Super Yomponneur bike, which is a collaboration with Hathersage-based bike manufacturer Colina and is described as a “do-it-all bike tor all four seasons”.
Thom’s personal touch can be felt in every area of the business, which is perhaps unsurprising given that he still does pretty much everything himself, from designing the products and liaising with manufacturers to having a presence in his Sheffield showroom, which is open on Fridays and Saturdays or by appointment for the rest of the week.
Although his wife, Lu Lu, helps out at busy times, Thom can regularly be found packing orders and taking the striking photographs featured on the website. He even has his own Mamnick podcast, chatting candidly with a variety of fascinating guests from the worlds of cycling, angling, photography and beyond. In fact, he’s excited to reveal that a top chef will soon be featuring on the podcast, adding: “It’s just me chatting to people; I have a natural affinity for it. I’m a very social person and try to tell honest stories. Everyone has a story to tell.”
Summing up the Mamnick brand, Thom says: “I guess customers are buying into my lifestyle. Sometimes I think I’m too close to it all, but I don’t know any other way. I’m just so integrated with it. My goal for the brand has always been to do one thing at a time as beautifully as possible.”