14 Needless Alley, Birmingham
Who you need to know
Owners Mark Howard and Thiri Myat-Howard
Brands include Bohemia, Disorder Men, Disorder Women, Roc and Doll, Toasty Bonse
Retail guru Mary Portas proclaimed Disorder to be “one of the cleverest and best retailers I’ve seen in years” - and it’s easy to see why.
Besides its own thriving menswear label, this directional Birmingham indie stocks a selection of up-and-coming menswear and womenswear designers, including Roc and Doll and Toasty Bonse. Husband and wife Mark Howard and Thiri Myat-Howard dreamt up the idea of Disorder as an antidote to mass-produced high street fare while they were students in the late 1990s.
“We realised there was a niche in the market for an indie that was more individual in its thinking. The philosophy behind the boutique was to stock brands that were exclusive to us,” says Howard.
The Disorder own label, which was recently picked out by Vogue as “a label to watch”, is designed by Myat-Howard and manufactured in Birmingham.
At the moment it is only available in the Disorder store, but there are plans to start wholesaling it over the coming year. “We are looking to keep it select and not over-distribute it, which has been the downfall of many labels,” says Howard.
He adds that, 12 years after its launch, he is proud that Disorder has stayed true to its philosophy. He says: “Despite the globalisation of the fashion industry, we are managing to produce beautiful product that people love and that is what drives us. When people come in and say they like what we do, it makes it all worthwhile.”