Intro

Launched in the middle of lockdown, London based designer Maddie Sellers launched a slow
fashion brand out of a need for a creative outlet after she was let go from her job. She began
with upcycling the clothes she had in her wardrobe, taking things she never wore and dying,
embroidering, crocheting them to create something fun, playful and new. Her designs were fun
and creative, an escapism from the bleak reality of covid.

Maddie wants people to feel confident and comfortable in her pieces, while still not harming the
planet. She comments ‘I used to have this preconceived idea that upcycled items looked crafty,
unprofessional and a bit boring. But when I began experimenting with different techniques, I
realised I could create high-quality, one of a kind, colourful garments.’