ALICE AND CHARLIE CASELY-HAYFORD

‘Authenticity and integrity are the family values that have been instilled in us’

growing up in their parents’ studio, it seems inevitable that Charlie Caselyhayford and his ‘younger, wiser’ sister Alice would end up being creative. Their father, Joe, was a ground-breaking designer who deftly injected elegant Savile Row tailoring with a modern sensibility, establishing his eponymous label alongside their mother Maria in 1984. Today, Charlie heads up Casely-hayford (founded in 2009), while Alice is Net-a-porter’s content director.

The siblings have always been close, sneaking out to club nights together in their teens. ‘We both really look up to each other,’ says Alice. ‘I’m inexpressibly proud of the amazing business my brother launched with our parents.’ Sunday night family Zoom quizzes that started in lockdown are still going strong.

For them, family goes beyond blood, it’s about an attitude – one of unity and authenticity, which feels particularly pertinent now. You can see everything from the team spirit to the tactility of the design of the Marylebone flagship (designed by Charlie’s wife, interior designer Sophie Ashby), which feels more like an apartment than a store. They are as humble as they are talented.

‘Family being part of the business DNA has just been very organic, we really embrace it in everyone who works with us. We hope it speaks of authenticity and integrity, because those are family values that have been instilled in us and we try to convey through the brand,’ says Charlie. ‘It’s family first. That feels like a very warm place to start from’.