Joshua Millard established his London-based womenswear brand in 2016. After graduating from London College of Fashion in Bespoke Tailoring, he gained experience at Jonathan Saunders and on Savile Row.
Influenced by his farming childhood in southern England, he was forced to find inspiration in what was offered. ‘Driven by the integrity of those who surrounded me, I was absorbed by the farmers look throughout the years, observing all the practicalities and layering, the wrong but right attitude. Everything around me was real, honest, beautiful but not perfect. I try to translate these recollections, to create a kind of harmony between my environments. ’
He designs a transitional wardrobe of longevity, born from his clients desire to seek tailoring and outerwear that suggest something new, lasting beyond fast trends. ‘For us, luxury respects the conscience of quality and longevity, a wear and wear again appeal that informs the way we consume’. The relaxed aesthetic balances elegant cuts with playful accents of texture and layering. “There is a complex idea of what masculinity and femininity are, similarly with country and citywear, I see no need to distinguish between either, I think we're not defined by our location anymore”
Conscious in all that we do, we work with independent makers and mills who share the same regard for ethical production and traceability. The brand places great emphasis on the quality of fabric, the majority of the collection consist of natural fibres which respect the environment and animal welfare. Transparency is fundamental, we want to tell our clients the full story.
All shearling is a bi-product and sourced ethically across the UK and Italy, with a zero waste studio policy. The brand endeavours to source all shearling from Josh’s family farm in Dorset. In addition, £5 from every product is donated to Plantlife, a partnership which promotes endangered species of wildflower growth in arable habitats. By protecting the future of indigenous Cornfield flowers, we help to guarantee rural biodiversity, a cause which is inherent to the brand.