Former Barbour MD Ryan Llewellyn-Pace has launched a new unisex fashion brand, Hay Life, which will be stocked in retailers including John Lewis and Next.
It claims to be “one of the first lifestyle brands to be fully dedicated to unisex fashion” and has the goal to “breakdown the traditional boundaries of gender classing and to highlight the innovation this can bring to the industry”.
The brand’s tag line will read ‘Some traditions are made to be broken’.
Founder and chair Llewellyn-Pace said: “This is a key moment for the industry as we launch a brand set to break boundaries and one which will campaign for real change”.
Its clothing will have a “slightly oversized fit” and will give the wearer more choice on how the items are worn. The price of items will range from knitwear at £43.60 excluding VAT and tailored jackets and trousers at £151.20, excluding VAT.
The brand also aims to give a portion of profits to Young Mind, a mental health charity for young people to support those struggling with identity.
Hay Life’s brand name is meant to draw attention to what it terms “two of the most polluting industries in farming and fashion”.
Many of the accessories it sells will be made from recycled straw and the aim will be to highlight more of the uses of the by-products from farming and it will donate a portion of profits to the Sustainable Food Trust.
Hay Life will also focus on the aftercare of products and will be partnering with repair and alteration platform Sojo to support with product repair. The brand will also stock the Clothes Doctor on site which aims to slow down the process of product being put into washing machines.
Alongside Next and John Lewis, Hay Life will also be stocked in Hurr rental and independent retailers like Outdoor and Country and Out With Style.
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