Cabbages & Roses is the latest label to collaborate with Uniqlo. Ruth Faulkner chats to founder Christina Strutt about the collection, which entered stores last week.
Q: Why did you decide to launch a collaboration with Uniqlo?
A: Flatteringly, Uniqlo approached us to work with them. Talks began late in the summer of last year and we have been working towards this launch ever since. We also have links with Japan because we have shops there and a licence with a Japanese company called Innocent. The Japanese love the Englishness of Cabbages & Roses and give us an enormous amount of press and recognition.
Q: How does this differ to the fashion you sell in Cabbages & Roses?
A: It differs greatly in that Uniqlo really is a global fashion giant, bringing out new collections every three months. Cabbages & Roses couldn’t really be any smaller. We design our clothes and manufacture everything apart from our knitwear in London. The collection Uniqlo created for Cabbages & Roses is really lovely and beautiful quality but for a much younger audience than we normally cater for, mainly because the price point is much lower.
Q: Will you look to do more collaborations in future?
A: We would love to do more collaborations in the future. Winter is a very good season for us and I would love to collaborate on a fashion collection for winter. We are actively seeking partners for both homewares and fashion collaborations. I think collaborations are the way forward in terms of testing the water for new products and new talent.
Q: Do you hope to be able to reach a different audience with this collaboration?
A: Yes, I think we will reach a different audience. Judging by their advertising programme, I think they are communicating with a much younger audience, but since being involved with Uniqlo, I have now realised that many of our customers shop there as well.