Prints, prints and more prints. The beautiful designs of maximalist print maker and homeware designer, House of Hackney can now be found emblazoned on the garments of high street brand label & Other Stories. It’s the collaboration of our dreams. The brand reached out to the British retailer and the answer was an immediate yes. “It’s been an all-around positive experience,” says House of Hackney’s Frieda Gormley and Javvy M Royle. “The collection that we created together with Stories is a heightened version of nature. We were inspired by British psychedelia, vibrant fabrics from our local Ridley Road Market, and the bohemian mood of the Bloomsbury Group. The Damas print (Damas means ‘lady’ in Spanish) set the feminine tone for the collection, and we got free reign to take the prints in the direction we wanted.” It’s a collection that transcends trends and resides in its own quirky world rife with discovery.
House of Hackney founders Frieda Gormley and Javvy M Royle shot their new collection in their Hackney home
Founded in 2010 by husband and wife team Javvy and Frieda, House of Hackney is a clothing and interiors company focusing on prints. Among the label’s interior and homeware range is the Dalston Rose print which was nominated for Best British Pattern Design 2011. “We are inspired by the great traditions of British fabric and furniture making, which exist to this day,” say the designers. “We respect the past by working with traditional makers albeit with a modern update.” Alongside a permanent space at Liberty department store, House of Hackney has its flagship store in the heart of Shoreditch. A theme running throughout the label’s creation is a celebration of all things made in the UK, especially London.
Another example of the vibrant prints featured in the House of Hackney collaboration with & Other Stories
The collaboration with & Other Stories has resulted in fun and lively fashion garments. “This is a collection for a woman who walks to the beat of her own drum,” say Javvy and Frieda. It is for creative women who care about the environment, and love being surrounded by beautiful prints and colours. We want women who wear our pieces to feel wonderful, strong and feminine.” The collection invites women to play and mix and match fearlessly. “The collection that we created together with Stories is a heightened version of nature. We were inspired by British psychedelia, vibrant fabrics from our local Ridley Road Market, and the bohemian mood of the Bloomsbury Group,” they continue. Bold, fearless, fancy free and filled with vibrant colouring and patterns – even better, many of the pieces are made from sustainable fabrics such as TENCEL and organic cotton. Houseofhackney.com