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‘It’s hard for an indie to source good quality basics’

As an indie targeting young fashion-savvy ladies, we have found it extremely hard to source good quality basics that the high street multiples already do so well. 

We are trend-led but our focus is on daywear, not party dresses, and our mission is to only stock UK-based clothing brands. We could fill our shop a hundred times over with peplum dresses and vintage-style lace blouses, but where is a decent pair of coloured jeans and a good old plain vest top when you need them?

We stock some gorgeous labels, with which we have had huge success and fabulous sell-throughs. But, if we struggle to fulfil all of our customers’ needs (who doesn’t need a good quality pair of black leggings that don’t sag at the knee and show your knickers?), how do we stop them going to somewhere like Topshop when, once there, they can buy everything under one roof?

Fabulous service and a cool atmosphere only count for so much when the purse strings are tightening and it’s pouring with rain.

As a buyer, I never want to compromise. There are plenty of brands doing basics, but not, it seems, at the level we are looking for, especially when sticking to our vision and only stocking UK brands. I just wish this didn’t have to be the case.

  • Clare Serjeant, Owner, Fox & Feather


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