INTERVIEW: UK-Based Label Charlotte Simone Is Entering a Puffy New Era
We caught up with founder Charlotte Beecham to find out more.
Limited-edition runs and drop culture were mechanics once synonymous with streetwear and streetwear alone, but more and more emerging brands are taking ownership of their stock and releasing products on their terms. One such brand is Charlotte Simone, run by U.K. designer Charlotte Beecham.
Founded in 2011, Charlotte Simone has become known for its highly-anticipated annual drops and ’70s-inspired Penny Lane coats, with the brand since worn by the likes of Florence Pugh, Lila Moss and even Alexa Demie in Euphoria. With a considered approach to consumption and responsible design at the heart of its ethos, the brand thrives on the universal concept that less is more. “We’re a small team and one that designs slowly and with purpose,” Beecham tells Hypebae. “We only make what we truly love and believe that our customers can treasure in their wardrobes for seasons to come.”
Now, the brand is making its way into a new era as it introduces the release of its first-ever puffer jacket, a product that’s been in the making since Spring 2021. The new jackets feature an outer shell made from recycled polyester, developed from 25% recycled water bottles and feature recycled lining, complete with Charlotte Simone’s signature fur trim.
We caught up with Beecham to find out more about what makes Charlotte Simone so successful, and to get an insight into the brand’s puffiest new innovation.
Scroll down to read the full interview.
Charlotte Simone has become one of the biggest UK indie brands in recent years. What makes the brand so successful, in your opinion?
I’ve been hard at work for the past 8 years so it makes me feel incredibly proud to be where I am today. Charlotte Simone works to create considered, limited edition collections, and we work to 3 drops a year, with each being totally unique and limited-edition. We want to create a treasure for your wardrobe, a seasonless piece worth investing in because we believe in creating less but better.
The concept of limited editions and seasonal drops has been intrinsic to the brand since it first began. How did you decide on that particular model for the business?
In the wake of COVID, the brand had to adapt quickly. The new model we use is a more sustainable and considered approach to fashion. It allows us to work with unique and available/deadstock fabrics and we’re not dictated by store minimums or exclusives, so we only make what we truly love and believe that our customers can treasure in their wardrobes for seasons to come.
Why is it important to you to create limited edition pieces and smaller quantities?
Well, it ensures a carefully curated and small-scale production contributing to a more conscious and creative industry, which is really important to us.
CS has long been known for its signature fur-trimmed jackets and now, it’s moving into the Puffer Jacket space. What inspired this move?
We have had rumblings from our customers for a good while about creating a puffer jacket, but we wanted to make sure that when we did it, we did it right, so it’s been an idea that’s been quite a while in the making for us.
What can you tell us about the design details and process behind the new offering?
We’re a small team and one that designs slowly and with purpose, so with this in mind, there’s been a lot of time and work that’s gone into creating this new category for us - it’s taken nearly 18 months to come to life. The ‘PUFFS’ (which we like to call them!) are made from recycled polyester. They have candy-coloured trims, patch pockets and tie belts to cinch your waist. It’s a puffer jacket that has been designed with great thought in terms of both the materials and silhouette. They were designed to make you smile and keep you warm. All styles are produced in limited quantities to ensure a carefully curated and small-scale production, which contributes to a more conscious and creative industry.
Finally, what’s next for the brand?
I’m excited about the new category of puffer jackets and seeing where we can take it! We’re really keen to take all of our customers on the journey with us as well, so we share lots of behind-the-scenes from our day-to-day across our Instagram page.
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