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Q&A with Olivia of Hamilton + Hare

Time To Read: 5 minutes

In our ‘In Conversation Series’, we take five minutes with the founders, the makers, the do-ers and go-getters, to understand their personality and discover their motivation.

Today, we spoke with Olivia Francis, Founder & CEO of Hamilton and Hare, who is responsible for designing refined and understated clothing for the modern man.

Olivia, thanks for chatting to us. Tell us about where you’re from and a bit about yourself?

I’m from London, I’ve lived there for most of my life, so I like to think I’m a proper Londoner although there are plenty of parts I’ve still never been to and it’s changing all the time.

Time To Read: 5 minutes

In our ‘In Conversation Series’, we take five minutes with the founders, the makers, the do-ers and go-getters, to understand their personality and discover their motivation.

Today, we spoke with Olivia Francis, Founder & CEO of Hamilton and Hare, who is responsible for designing refined and understated clothing for the modern man.

Olivia, thanks for chatting to us. Tell us about where you’re from and a bit about yourself?

I’m from London, I’ve lived there for most of my life, so I like to think I’m a proper Londoner although there are plenty of parts I’ve still never been to and it’s changing all the time.

How did you get into the world of luxury men’s loungewear? What was that key moment in time?

I’d spent 5 years working for one of the big advertising agencies having started on their graduate scheme and had a good career ahead of me there. I think I’d always wanted to do my own thing, so I was sort of vaguely open to ideas, but the key moment was probably at Christmas time, my brothers had both received some cheap novelty Christmas underwear. They were both pretty stylish guys and it just seemed very weird to me that this was the underwear on offer. Compared to the female underwear offering, which was streets ahead in terms of quality, style and choice, it felt like an opportunity. So, I set out to make the best underwear I could and the brand grew organically from there. We expanded out of underwear to other elements of a man’s wardrobe, with the same ethos applied, setting out to make the best version of that garment each time. It was a natural progression to loungewear and pyjamas, which were also unloved as a category, and now we offer a full range of everyday wardrobe staples

How do think menswear has changed over the past 10 years?

As a woman my perspective on menswear is always compared to womenswear. In the last 5 years it has really started to catch up in terms of kudos and scale but for me one of the best things about menswear is that it is not so trend-led. This makes the industry slower, with a better approach to manufacturing and longevity of garments. The other noticeable thing for me is that men are totally intolerant to being uncomfortable which is a brilliant guiding principle for clothing. I find myself buying more and more things for myself from menswear collections as a result.

What do you love about the industry and what do you hate?

I love the endeavour of making clothes that people wear and love, I get a real kick out of that and the idea that they might make a small positive impact to someone’s day or their mood by making them feel more comfortable or confident. I also like the fusion of creativity and business, it was something I liked when I worked in advertising too, it can be a difficult tension, so I’d say I’d sometimes hate it too, but when you get the balance right it’s incredibly rewarding.

What do you think the consumer is looking for today?

I think people are looking for integrity, in the way something is made and sold and the story behind it. I also think people want inspirational clothing that works with their everyday lives, not just the high days and holidays

What is at the heart of H+H and why do you think the brand has become so popular?

I think at our heart, it’s the idea of simple things done well. People come to us for excellent quality, we are a product-first business which is unusual in fashion. I think we also offer a more inspirational approach to functional basics, that isn’t just about standard, but has a bit more personality and our own interpretation of the modern British aesthetic.

Why is sustainability so important for you as well as the consumer? Can you tell us how you’re ensuring it remains at the core of the business?

Fashion is a terrible offender and underwear is one of the worst categories within it for landfill quotas. Our approach has been focused on two key ideas: using natural fibres and fabrics, (instead of petro-chemical plastics such as polyester, acrylic and nylon) and transparency of supply chains so we really know who made our clothes. We manufacture in northern Portugal with small-scale factory partners who we really know and visit often. We pay a fair price and the goal is quality, not quantity.

How did you get into the world of luxury men’s loungewear? What was that key moment in time?

I’d spent 5 years working for one of the big advertising agencies having started on their graduate scheme and had a good career ahead of me there. I think I’d always wanted to do my own thing, so I was sort of vaguely open to ideas, but the key moment was probably at Christmas time, my brothers had both received some cheap novelty Christmas underwear. They were both pretty stylish guys and it just seemed very weird to me that this was the underwear on offer. Compared to the female underwear offering, which was streets ahead in terms of quality, style and choice, it felt like an opportunity. So, I set out to make the best underwear I could and the brand grew organically from there. We expanded out of underwear to other elements of a man’s wardrobe, with the same ethos applied, setting out to make the best version of that garment each time. It was a natural progression to loungewear and pyjamas, which were also unloved as a category, and now we offer a full range of everyday wardrobe staples

How do think menswear has changed over the past 10 years?

As a woman my perspective on menswear is always compared to womenswear. In the last 5 years it has really started to catch up in terms of kudos and scale but for me one of the best things about menswear is that it is not so trend-led. This makes the industry slower, with a better approach to manufacturing and longevity of garments. The other noticeable thing for me is that men are totally intolerant to being uncomfortable which is a brilliant guiding principle for clothing. I find myself buying more and more things for myself from menswear collections as a result.

What do you love about the industry and what do you hate?

I love the endeavour of making clothes that people wear and love, I get a real kick out of that and the idea that they might make a small positive impact to someone’s day or their mood by making them feel more comfortable or confident. I also like the fusion of creativity and business, it was something I liked when I worked in advertising too, it can be a difficult tension, so I’d say I’d sometimes hate it too, but when you get the balance right it’s incredibly rewarding.

What do you think the consumer is looking for today?

I think people are looking for integrity, in the way something is made and sold and the story behind it. I also think people want inspirational clothing that works with their everyday lives, not just the high days and holidays

What is at the heart of H+H and why do you think the brand has become so popular?

I think at our heart, it’s the idea of simple things done well. People come to us for excellent quality, we are a product-first business which is unusual in fashion. I think we also offer a more inspirational approach to functional basics, that isn’t just about standard, but has a bit more personality and our own interpretation of the modern British aesthetic.

Why is sustainability so important for you as well as the consumer? Can you tell us how you’re ensuring it remains at the core of the business?

Fashion is a terrible offender and underwear is one of the worst categories within it for landfill quotas. Our approach has been focused on two key ideas: using natural fibres and fabrics, (instead of petro-chemical plastics such as polyester, acrylic and nylon) and transparency of supply chains so we really know who made our clothes. We manufacture in northern Portugal with small-scale factory partners who we really know and visit often. We pay a fair price and the goal is quality, not quantity.

Can you briefly talk about the collaboration with PWVC and what draws you to the brand?

The British menswear scene is a friendly place, James and I had met at event and I think it was obvious from the start that we shared similar values. Both of us are outsiders in the sense that we’re not properly trained in fashion or design but have a sense of what the best of ‘modern Britishness’ should look like. When we visited their HQ in Manchester, I was so inspired by the factory floor as the heart of their business and the idea for a collaboration grew from there.

What’s your favourite piece from the collaboration and why?

The cotton-cashmere robe is the one I want, it’s made from a beautiful buttery soft cotton, blended with cashmere yarns and made in Manchester PWVC HQ.

The PWVC x Hamilton + Hare collection is available now.

Can you briefly talk about the collaboration with PWVC and what draws you to the brand?

The British menswear scene is a friendly place, James and I had met at event and I think it was obvious from the start that we shared similar values. Both of us are outsiders in the sense that we’re not properly trained in fashion or design but have a sense of what the best of ‘modern Britishness’ should look like. When we visited their HQ in Manchester, I was so inspired by the factory floor as the heart of their business and the idea for a collaboration grew from there.

What’s your favourite piece from the collaboration and why?

The cotton-cashmere robe is the one I want, it’s made from a beautiful buttery soft cotton, blended with cashmere yarns and made in Manchester PWVC HQ.

The PWVC x Hamilton + Hare collection is available now.

PWVC X HAMILTON + HARE

PWVC X HAMILTON X HARE

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