So to get us started, tell us a little bit about yourself and the brand.
Roekate is founded on with one simple aim; filling the gap between luxury, high-end cashmere loungewear and cheap high street brands which lack both ethics and quality. I wanted to champion everything British and so manufacturing in the UK was a non-negotiable from the outset. Our brand focuses on timeless silhouettes, beautiful, innovative fabrics and transparency.
I have recently graduated from university but the brand idea was formulated nearly 3 years ago, just before lockdown hit. Although it was frustrating to witness everyone suddenly being confined to their homes resulting in loungewear sales rocketed by 400%, it allowed me to research everything to the nth degree, ensuring the business was exactly launched exactly how I planned it.
Did you always know you wanted to launch a clothing brand?
To be honest, no. I have known since a young age that I wanted to launch my own business but I could never have dreamed that it would be a sustainable clothing brand. From the outside, the fashion industry is very exclusive and cut-throat so I never thought it would be a viable option. Having said that, my brain is constantly thinking of business ideas though so it was inevitable that at some point one would stick. I just didn’t know it would be in the clothing sector.
How did you know this was the idea to run with?
I once heard a metaphor that someone with an entrepreneurial brain thinks of ideas like books on a shelf: every time you have an idea it is shelved like a book in your brain, but more often than not one idea keeps falling off that shelf and that is when you know this is the idea to run with. This book for me was Roekate. I just couldn’t get my head round how in such a flooded market of loungewear there was such a lack of style innovation, premium quality and most importantly ethical manufacturing, championing everything British.
In the run up to launch what has been the biggest challenge you faced?
As with any business, there have been so many challenges but to be completely honest one has been more challenging than most: finding a small-scale manufacturer in the UK, who you trust enough to bring your vision to life. After visiting countless textile fairs, explaining my idea to potential fabric suppliers and manufacturers I heard the same thing time and time again ‘you won’t be able to produce your clothes in the UK and have a viable business model’. This made me even more determined to make it work. After months of meetings and visiting facilities up and down the country I found the perfect fit. Without them Roekate would still be that book on the shelf!
What other brands do you admire and inspire you?
I am inspired by so many brands but I do have a few which inspire me constantly. Firstly, Mother of Pearl and Patagonia for their transparency and incredible sustainability credentials, on both a national and global scale in the case of Patagonia. Me and Em for their style innovation, offering customers multiple looks within a single garment and commitment to being direct-to-consumer. And finally smaller resale brands namely Curate and Rotate and The Modern Style - I believe in investing in high quality garments and if they are second-hand that’s even better for the planet so it’s a no brainer.
And finally, the ultimate question, where do you see yourself and the brand in 5 years?
I see myself as synonymous with the brand and I want Roekate to be a destination British brand which is known for its exceptional quality and one that educates our community about true sustainability, responsible business and our values.
I am passionate about championing everything British so would love to collaborate with other brands who share this mission and are also committed to a greener, more responsible future. As we are such a young brand, our main focus for the new year is spreading the word and I think pop-ups are a great way to showcase your brand and the exceptional quality and fit of our products. So keep your eyes peeled on our socials!
British manufacturing is such a cornerstone of our business and I want it to be accessible to all. A major focus for the brand in the coming months and years ahead is working with our manufacturer to launch some more entry-level price point collections. To ensure British manufacturing is readily available for all consumers, not just those who can afford the luxury or high-end high street price point.
For me the next 5 years is all about building brand trust and a loyal community around us. I want Roekate to be a household name and the go-to brand for all things loungewear and leisure. I know this may take time but building a responsible business means growing at a sustainable rate and we are fully committed to that for the long haul.