PatternNation Designer Cydney Eva had the pleasure of collaborating with Louise Halswell the designer of FUUD London while in London November of 2019. While at Fuud’s studio in Margate UK, cyd made 2 new fringe tops and shot them along side FUUD’s amazing street wear. Joined by Cath Carver of Colour your City who connected us with FUUD we went to the beach to shoot these photo’s and had tons of fun doing it. Fuud is one of our biggest inspirations at PatternNation, they make all their clothing in house on organic fabrics!!!

Fuud is taking sustainability in streetwear seriously with their “fabric and ribbing 100% GOTS organic cotton.” In our interview designer, owner and founder Louise stated that the vision and mission behind her business is “to create a brand that changes the way we perceive fashion environmentally to create clothing that is creative but conscious, artistic but functional, statement but durable.” I truly think that Louise has accomplished this vision and is an inspiration to designers and consumers looking to make a shift into sustainability. The fact that her clothing is made to order and 99% plastic free sets Fuud apart from the competition, offering a radically gender free sustainable clothing line that is still fresh, funky, stylish and comfortable. As a big fan, owner of a custom Fuud hoodie and joggers and friend of the designer I am thoroughly inspired by the direction Louise has taken her brand in the last few years. She has found a way to stay true to her brand identity and design esthetic while switching to an extremely environmentally friendly business model. When I asked her if she had any management tips for running your own business and fashion label she said: “Be honest and upfront about everything.” I truly believe that Fuuds honest approach to street wear is what sets them apart from so many other brands out on the market today, and you know that when you wear a colourful, creative and comfortable Fuud garment you will always turn looks honey.

Designers: FUUD London @fuudlondon PatternNation

Models and Photographers:

Cath Carver @colourcarver

Louise Halswell @fuud_on_a_misson

Cydney Eva @cydeva

FUUD London Collab