Boden names final year of Future British designers

March 22, 2019 0 By HearthstoneYarns

After three years supporting up-and-coming British designers and
nurturing the growth of their businesses, Boden has announced the final
year of its Future British scheme, which it launched in 2015 in partnership
with the British Fashion Council.

The initiative, which has mentored emerging British design talent
including Alighieri, Le Kilt, Camilla Elphick and Dorateymu, by providing
them with financial backing and business support, has named three British
brands to take part in its 12-month programme to build their fashion lines.

For the final year, E.L.V Denim, Alistair James and Joanna Sykes will
each receive financial support, as well as mentoring in all areas key to
“building a global brand” including product development, brand identity,
PR, marketing and digital strategy, as well as access to Boden’s studios
for shoots.

London Fashion Week womenswear brand Alistair James, founded by Nicholas
Walsh and David Wise in 2016 after meeting at Alexander McQueen, have
become known for their whimsical aesthetic, while Joanna Sykes has more
than 15 years of experience designing for international fashion houses she
launched sportswear brand Sykes London in January offering women refined
tailored classics with a sporty twist, reflecting wellness, sustainability,
ease and quality.

The final brand is E.L.V Denim, co-founded by Anna Foster, the line uses
discarded denim to create modern, made-to-measure jeans and will be using
Future British to expand its operation to “dice and splice” other used
fabrics into new fashion pieces.

Johnnie Boden, founder and creative director, said in a press release:
“I am extremely proud of what we have achieved these past three years with
Future British in collaboration with the British Fashion Council.

“I feel we have left a wonderful legacy to look back on, and I have
enjoyed seeing each and every brand involved go from strength to strength.
Supporting British talent is and has always been important to me, and I’m
thrilled to have been able to share some of my experiences with the

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Images: courtesy of Boden