It is a no-brainer that if we don’t all start working more sustainably, then this fragile blue marble is gonna brake. I have three kids that need to be educated on sustainability. That’s why we push it so hard. To show my kids how we can recycle and use what’s already on the planet to make great products.
We had the chance to Interview with Frederick Edmondson from LYPH. We love his clothes not only because of their quality, craftsmanship and aesthetics but also because of his focus on ethical and sustainable practices. Check it out.
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Could you tell us a bit about yourself?
FRED: I’ve been in the fashion game for over 15 years. I’ve worked as a designer for Paul Smith, Ralph Lauren, and Hilfiger, just to mention a few. I was born and raised in Morecambe growing up in an old broken seaside town where the elements of punk, grunge & indie vibes were just part of the backdrop to life. Now I live on the outskirts of the Lake District with my Wife and 3 kids. We run the LYPH brand between The lakes and Paris. We have a small sustainable veg farm, and life is bloody fantastic 😉.
Instagram @ LYPH
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How did you get into fashion?
FRED: I’ve always been obsessed with fashion. My Grandma had a clothing shop and I grew up hanging out in the shop after school, working in it at weekends. I’ve always been surrounded by clothes and the fashion industry. My dad was very creative and pushed me to study arts which lead to clothing design. A couple of internships and lucky moves in London… that was it. I was on my way and fully invested in the fashion game.
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How was your experience of working in Paul Smith and what are the biggest lessons you learned from there?
FRED: Working for Paul was amazing. My first day on the job was in Tokyo. They flew me out and I got to work and hang out with Paul and the team in Tokyo. His energy and the way he and the team worked were amazing. He was a real inspiration to me. I try to take a lot of the PS thought process and apply it to what LYPH does. They have a real winning formula so why not use it.
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You work and talk a lot about dead stock and recycling. Could you tell us a bit about it and how are you not only incorporating it into your business but seem to be making it a core of it.
FRED: I’ve always been obsessed with military clothing. The detailing, the fabrics. All of it. I like the box fits, and the punky aspects. Always remember being in surplus shops as a kid. I think it’s all rubbed off in my design philosophy.
It is a no-brainer that if we don’t all start working more sustainably, then this fragile blue marble is gonna brake. I have three kids that need to be educated on sustainability. That’s why we push it so hard. To show my kids how we can recycle and use what’s already on the planet to make great products.
For SS24 we will be going to Paris with the most sustainable range we’ve ever done. We have managed to recycle our own product first. The idea that we can recycle in-house and don’t even need to touch outside of the LYPH walls is exciting. A smaller carbon footprint, no waste. And it’s a really exciting way to design. You have to really think about not only the design but how to produce 30 pieces or more. I’m really excited about the new direction.
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What makes LYPH pieces stand out from the rest?
FRED: We have this fantastic modular pocket that no one else is doing in the same way… maybe because it’s a little crazy. And it’s very hard to produce modular details that switch between garments. But I’m a massive believer that ease is a greater threat to progress over hardship. The stores and customers love the modular pocket and its become our USP.
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How would you define LYPH as a brand and who is your ideal customer?
FRED: As the brand grows we are becoming more Artisan. What’s strange because most brands grow the other way. I guess it’s because we are trying more and more to become as sustainable as possible. I don’t like to pinpoint a certain customer or influencer. If you get the Dover St market world, then you will get LYPH. I like to say and bracket the brand like this.
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A lot of brands talk about sustainability and being environment friendly. But you take it one step forward. 10% of each sale, according to your website, goes to WWF and you plant three trees for each sale too? Could you tell us a bit more about it?
FRED: Super proud of this. To date, we have planted over 5000 trees. With every sale, we plant a tree. We need trees on this planet.
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How do you ensure that the plants you plant also survive? How many plants have you planted so far and where?
FRED: We plant the trees through the One Tree Planted organization. Every quarter we bank the money and send it to OTP org. I’d love to be personally planting trees but I sadly don’t have the time.
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Another very interesting and unique thing we found on your website is the therapy session. Could you tell us a bit about it and how did the idea of it come about?
FRED: Yeah this is well cool. It started in lockdown. A lot of my friends we freaking out, and getting anxiety attacks. I came to realize that we are all so busy and forget to take the time to check in with ourselves. So with a good buddy of mine who works for Punch Drunk, we came up with this idea to QR code garments that you can use to have a little head space/therapy. Each season we drop a new session, free to listen to. It’s a little head space project that ended up in some cool spots and stores all over the world.
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How important is music to you and what role does it play in your creative process?
FRED: It is important. It’s always on. We don’t have a TV in our house. We have a record player and a piano. I find playing music goes hand in hand with creativity.
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What have been the biggest challenges you faced in running your brand?
FRED; Breaking the market. We are family-run and small. Trying to get into the top shops is not easy. But slowly is the fastest way to the top sometimes. You cannot rush it. So I guess keeping your nerve is the most challenging.
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What advice would you give to those who want to start a new brand or are running a brand but want to get it to the next level?
FRED: Keep ya nerve. If you believe in it and work hard it will come. And do not sweat the small things.
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If you could start your career all over again, what would you do differently?
FRED: NOTHING!
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What Lies ahead for LYPH?
FRED: To keep growing the brand and not lose sight of what’s really important. I don’t want the brand to explode onto the market and not be able to keep producing sustainable products because of mass oversized orders. We have to find a way to grow thats in keeping with mother nature.
