New sustainable childrenswear brand Chapter specialises in heirlooms to be lived in and loved whilst also providing a positive social and environmental impact.

The London start-up believes in small scale production and doing things right. Its jackets, for instance, are all 1 of 1, making them entirely unique and individual. They are also shipped in 100% recyclable packaging.

Chapter’s goal is to use a circular approach to childrenswear. It re-engineers and re-designs reclaimed and vintage textiles into new pieces. It also partners with innovative thinkers, brands and manufacturers across industries.

From its eco-friendly buttons through to the Margate-based creative agency start-up that helped with its branding; Chapter aims to ensure it always challenges how it can do things better.

 

 

Chapter’s founder, fashion designer Natasha Thomas, has decades of experience at brands including Burberry, Victoria Beckham and Erdem.

Along the way, Thomas has learned the art of design and manufacturing at a luxury level; not to mention the fundamental issues with overproduction and unsustainable choices often seen in the industry. Two years ago she started a family and her daughter, Thea, went on to inspire the ethos behind the brand.

Commenting on the launch, Thomas says; “Prior to this point, I lived and breathed fashion and my career, often at the expense of other experiences. After having our beautiful daughter, Thea, I had the natural opportunity to slow down, pause and reflect.

 

 

“It gave me a moment to think about what I wanted for the future, but also the world in which Thea will grow up in. Thea is now two years old, and with the UK lockdown, it seemed like the perfect time to do something mad and branch out on my own. To finally allow myself the work/life/family balance that I believe is so important.”

“Buy quality clothing and take care of it well. Simple.”

 

 

Chapter’s ethos is built around storytelling. That time you tripped over your laces, or got caught on a barbed-wire fence and ripped your jacket; it doesn’t believe in throwing things away, so it fixes them.

Each jacket is made from vintage quilts, some already featuring repairs. It is meant to be an heirloom. So, if a Chapter jacket gets a hole in it or loses a button, the brand will ensure it helps repair it for the next little generation.

 

 

Chapter is not adopting the normal calendar of a faster fashion approach.

Instead, it will create drops called ‘Chapters’. These will simply be released when they are ready. In ‘Chapter 01’, there are only 60 pieces in total, which go live at 8pm UK time on Friday 4 September. Once they have sold the brand will move on to Chapter 02.

To visit Chapter’s website, please click here. For trade enquiries contact info@chapter.clothing.