An Introduction to Peachy Den
As the cult womenswear brand lands at Liberty, founder Isabella Weatherby takes us inside the Peachy Den world
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An Introduction to Peachy Den
As the cult womenswear brand lands at Liberty, founder Isabella Weatherby takes us inside the Peachy Den world
Isabella Weatherby founded Peachy Den back in 2019, with the goal of taking a playful, flirtatious Brit girl style from London to the world. Inspired by the city the brand calls home, each collection focuses on limited run designs and covetable, high-quality creations. Since launch, their items have gained stellar success, capturing a mood of nostalgia with its 00s and 90s references, and its blend of femininity and practicality.
As Peachy Den arrives at Liberty for the first time, we sat down with Weatherby to discover more about the story of craft, creation and inspiration behind her brand.
How did Peachy Den begin?
The initial idea was simple; to create clothing that my friends and I wanted to wear. This intimate, friendly ethos of how the brand was born is integrated into the fabric of the company - our motto is to speak to our customers, like we do our friends.
With little to no experience, I had to start from the very beginning, learning the basics of how to make a garment and build a business. My naivety, in hindsight, was a blessing that propelled me to start Peachy - I was curious and hungry to learn. Peachy has now evolved to a team of 12 Women based in East London.
What does the name mean?
Our clothing is designed to help every day feel just that bit more ‘peachy’.
Our definition of ‘Peachy’: the state of being achieved through wearing Peachy Den. an irrepressible sense of fun, self confidence, optimism and ease. that feeling you get when you put on a great outfit that makes you feel like the ultimate version of yourself, when your football team wins, or a long, sunny, weekend afternoon in the park with your friends.
And the ‘Den’ part - It's the people that make Peachy – we connect with our community through a series of pop-up shops, open-door events, and inclusive activities such as the newly-founded Peachy FC, sponsored by adidas.
Peachy Den Deba Onyx Shirred Top, £95
Peachy Den Deba Tomato Midi Skirt, £120
How would you describe your aesthetic to someone that has never seen the brand?
Creating clothes that are designed by the women who wear them, our aesthetic is feminine-centric but not overtly; ideas taken from girlhood-era style are contrasted with crisp, sporty detailing through unexpected fabrications or colouring. Our quarterly capsule collections aim to harness the nostalgia and comfort found in the iconic design aesthetics of 90s and 00s Brit-pop fashion culture.
Whilst the ever-expanding Uniform Collection aspires to grow with the customer; staple items designed with longevity in mind become a mainstay of a multi-functioning wardrobe. We champion craft, creativity and individuality, with one off pieces created in an in-house atelier exhibiting the inspiration for each season, celebrating the unique platform clothing provides as a means of non-judgemental self expression.
The first factor when designing clothes we want to wear and love is comfort.
Can you tell us a little about the fabrics and techniques that you use to create the Peachy Den look?
The first factor when designing clothes we want to wear and love is comfort. All of our fabrics and yarns are stringently tested in the office to make sure they are soft, luxurious and suitable for a full day to night of activities.
Our core fabrics always hero texture, elevating basic fabric stories. The silky and chalky cupro jersey surface in our Kylie products, our fan favourite primary-coloured seer-sucker swim fabric Cindy, and our recycled cotton-touch nylon from Mimi and Deba, all embody our fabric ethos of comfort, sustainable, covetable and recognisable if-you-know-you-know Peachy handwriting.
Elasticated ruched panelling features across a lot of our woven and jersey products, adding movement and stretch into fabrics that would be restricting otherwise. Paired with clever adjustable features such as the two button waistband on Lennox and d ring belts on our denim styles, these details add feminine edge and help us to create wearer friendly clothing.
Constantly searching for new and exciting fabrics, we source dead-stock in London to create smaller limited runs of hero pieces with the hope of finding unique vintage fabrics to inspire new developments to enter into our core offering.
Peachy Den Cindy Gingham Seersucker Top, £95
Peachy Den Kylie Graphic Asymmetric Top, £85
Peachy Den Lennox Ink Wide Leg Tailored Trousers, £125
How has that changed since you started?
The brand is growing with me - we are gradually refining our vision and the hero items that represent the brand a few years ago don’t necessarily represent it today - but that’s okay - I think it's a sign of growth. Looking back has forced me to grasp just how much work has gone into the last five years of building Peachy - I feel more proud of Peachy now then I ever have done
Do you have a favourite style in the collection?
The Deba Skirt, my everyday wardrobe staple and she is named after the ultimate peachy muse Deba Hekmat.
What’s one important lesson you’ve learned since you started Peachy Den?
I’ve learnt to trust my first instinct - my intuition - it's usually a feeling of overwhelming excitement - when I see a new sample that has all the ingredients to be a bestselling product or hear an idea that is destined to create a special moment. It’s hard to describe, but you have to nurture and cherish this feeling because the best decisions for the brand come off the back of it.
Are there any highlights or big moments that meant a lot to you?
Olivia Dean performing in The Cindy Set at Glastonbury.
How does it feel to see your brand stocked in Liberty?
So proud. I visited on Saturday and stood there for an hour watching customers flick through the rails, feeling the fabrics and holding pieces up to themselves to show their friends, it was beautiful
