Friday 9 September 2022

AD | Meet GeeGee Collection

In July, I went along to the first ever Northern Fashion Week, held in Manchester for 3 days. I had never been to a fashion week event before and I admit I did feel a fair bit of imposter syndrome when I first arrived, but I was excited to see how the event would showcase ethical and sustainable fashion and positive changes in the industry. 


After a few minutes looking around, I found GeeGee Collection’s stall and got chatting to Georgia, GeeGee Collection’s founder. She told me about her business – a focus on traditional artisanship and luxury on a small and sustainable scale – and showed me the samples she’d brought with her. After I took a particular fancy to a jacket and short set, Georgia suggested I try them. I got so much joy from trying on that outfit in the toilets of the convention centre, I never wanted to take them off (of course I did in the end, that would have been unfair to Georgia). A pair of shorts has never fit me as well as that pair did. I absolutely adored them and to be honest, many of my conversations since then have been about these shorts. I’m sorry to all my pals who have had to put up with me constantly going on about them…


So, Who Are GeeGee Collection?


Founded in 2019, GeeGee Collection’s core goal is to bring back traditional artisanship and quality to fashion as a means of moving away from the fast fashion model and its harmful environmental impact. Georgia develops her designs in East London while the fabrics used are handwoven using traditional artisanship in Lyon, France. The clothes are then put together in a sample studio in Shoreditch. 


GeeGee work on a non-seasonal basis.  This means that they don’t conform to the trend cycle and don’t have a limited time for product creation and sale, allowing for fewer designs to be sold throughout the year and with less time pressure on the production process. While big fashion brands have sped up this process to incorporate 52 (or more) seasons per year into their business, operating on a non-seasonal basis slows down the production of brands like GeeGee by adding in styles as and when they’re ready, working on bespoke items and focusing on waste reduction. They also do this by looking at ways to make every day clothing staples feel new and creative. I love any way of making my outfits more jazzy - adding colour or cool patterns in there to spice up an otherwise ordinary look. So I love GeeGee’s principle of reinventing wardrobe classics, like blazers and shorts, to make them more exciting and feel more luxurious!

Image: GeeGee Collection


In their early days, GeeGee were producing 10 products in size small, five in medium, and 5 in large. Two years later they shifted to cater mostly for size large and then downsize when needed, as they found that more styles were selling in that size. Those numbers seem almost astonishing when we’re used to seeing production figures of thousands, millions or even billions of garments by big fashion brands like H&M, Boohoo, and SheIn (no matter how much they try to convince us that they’re sustainable and ethical). As we know through research such as Remake’s 2021 Accountability Report, small businesses are consistently more sustainable and ethical than big brands. In this report, small and medium businesses scored 37 points on average, compared to 9 points average for big fashion brands – highlighting that smaller businesses are leading the way in sustainable fashion.


GeeGee Collection’s first London Fashion Week show is taking place on 9pm 19th September at Soho House, London. This event will include not only a showcase of their clothing line, but also demonstrations using textile looms so that attendees can see for themselves how much time, labour, and skill goes into weaving their fabrics. I am personally very excited to see how this process works! 


If you fancy a nose at more of GeeGee Collection’s clothes and what they’ve been up to, you can find their Instagram and website here. And if you ever want to talk to me about the incredible jacket and shorts pair I tried on, I will be more than happy and will probably get slightly over-excited at how cool they are!

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