– Interview on 3rd of April 2024 in Norwich.
I met with Izzy at Forum library café Bar Marzano just an hour before lunch. I ordered myself a flat white coffee with oats milk as I had turned up about 10 minutes earlier. Not long after Izzy had emailed me that she is waiting at the main entrance. I spot her and we end up finding a cosy area near the front windows before she insisted on getting her own brew.
I came to this interview a little nervous for two reasons, one is I have never interviewed anyone so far, apart from questioning everyone about life. And other reason, because my day failed since the midnight onwards, started by not curing the nail varnish properly which lead to polishing off the inconsistently cured gel, then the SD card I have aimed to use for my new Sony Vlogging camera I just got the night before, did not work as it was malfunctioning, then I wore my ultra-neon pink silky blouse to look cool enough for this interview, someone worthy enough to interview anyone, turned out in marks and I had to just suck it up and resist taking off my green trench coat. What a wonderful start!
First impression of Izzy, super cool, polite, lovely and very open and easy to talk to. Dressed in her own branded uniquely stripy velour joggings, long coat and the cloche hat. She has charisma which speaks volumes and I would be just surprised if we do not hear of her soon enough in wider media.
Isabella is a Winner of Young Creatives at Norwich 2023, who started her own branding business around COVID lockdown time, 2020. Now has grown her Instagram account just over 2K followers, which is a lot for a small, one person run business.
1. How would Isabella like to be called – Izzy/ Isabella/ Irene?
Izzy, Isabella – both. Irene is mum’s name. Doesn’t remember how it became a thing for her email address, but plans to do something about that.
2. Is she still studying the Level 3, if so, what are the plans after art and design studies at UAL?
Izzy finished Level 3 last year locally, enjoyed a lot as it lead her to the right direction creatively, plus it was rent free. Now studying first year of Fashion Marketing in Manchester University. Chosen Manchester intuitively. Only once visited this city – for open days and fell in love with the city, as cliché as it sounds. It associated a lot with football teams, however Izzy is not into football herself, also the music scene particularly, also clubbing, and venues, general energy felt like ‘London of North side’ was the right vibe to settle with this up North location. And it is cheaper than London itself and her home-city Norwich, so it is a win – win in anyone’s books.
3. Where did the idea come from about her own brand? Where is the brand heading within the next 5 years?
Between 2020 and 2022 started with the lace kami top as she wanted to buy one from Urban Outfitters, but was sold out, therefore decided to make her own. Then her friend started to order. From there the idea came of putting them up on Depop. Main focus was initially there. Created them in different colours and with her own personal style. Then she advanced her sewing and those skills just kept developing. Then moved onto velour trousers as they became popular. It grew over the lockdown.
It wasn’t until last year when Izzy created her own website, to have more control of the site and easier shipping. She also saved on the percentage Depop keeps hands on for each sale, adding 14% to overall cost saving.
Once she created a more solid Instagram page, from there on she could direct people onto her own website for direct sales.
4. What does sustainability means to Izzy and can fashion become a clean, hazard free, harmless industry?
It means finding timeless pieces, which will last for a long time, where you will get consistent wear or wearing the pieces in different ways. Getting more premium black trousers, pair of jeans which would have been produced in a sustainable way, which is known for lasting a lot longer. In terms of her own business, Izzy chooses sustainable cotton. And standing by hand made ethics as a one person team, in nice conditions, rather than using manufacturers from South-East Asian countries as it is not as sustainable as using locally produced and locally sourced materials. Have less clothes but have more meaning to them. However does not claim to be perfect, but will make sure her bought clothing pieces last for longer and is happy to save up money for more valuable items which can last. “BUY WITH PURPOSE”.
5. Are peers aware of sustainability and its meaning?
People are not aware about the people behind making their clothes. People often forget it is not just about the Planet, but it is also about the People behind the product. The pair of trousers from, for example, ZARA would be worn at least for couple of years by Izzy, however the whole ethics behind the scenes, like how people are treated during the manufacturing process is what also matters. Some brands will state that they are water, carbon neutral, unfortunately they are not saying anything about the workers, who have manufactured their products. Often, as we know in overseas countries, like in China, workers would be overworking their hours, without proper breaks, within bad general conditions and with little pay, which is often not enough for minimal living.
Brands are greenwashing some or all of their products and people are buying into it.
‘It does not make me to be perfect with my shopping habits,’ says Izzy.
Shopping habits have changed since COVID and we all have contributed to this change.
Peers are slowly becoming more conscious of their consumption, changing habits of how and where they shop since COVID. Brands also has started to make more of an effort, as you really do not have another choice to succeed in this business, as consumers are awakening, therefore demand is shifting.
6. Where are the materials sourced from to IzzyAstley’s brand?
Her brand’s raw materials are sourced from European countries, such as Netherlands, instead of China.
7. What are the biggest challenges her brand is facing in terms of expanding the business?
Not enough time, University takes a lot of it, social life, becoming more self-efficient since living away from home.
Marketing really has helped grow the business, by creating content however it is time consuming. Especially reaching out to influencers, waiting for their response, shipping the product over. But that is how her Instagram followers have grown, since she reached out to
Mia Regan (model, recently split up with Romeo Beckham). To increase sales, you must be active on social media.
However on all the busy settling in Manchester life, Izzy is still managing to keep creating the products in her own dorm room, where she has brought in one of her sewing machines. Recently has invested in buying an industrial sewing machine to speed up the process of making the product. Before this purchase, she began with a heavy duty sewing machine - Jenome.
Have contracts based in the UK for manufacturing costs a lot more due to the labour cost difference.
8. Would Izzy work for someone else, some other brands and why?
Izzy can see herself working for other brands for inspirational, further development purposes.
9. What are the factors Izzy is looking for when sourcing the raw materials for her branded items production?
The weight of the fabric, the type of fibre, the origin on the fibres, the water consumption.
10. What would Izzy like to say to her peers who are just thinking of starting their brand or business?
‘Just go for it. If you have an idea in mind, just go for it!’ – repeats Izzy to anyone who is willing to have their own business at some point. As per her own experience of starting her own brand with just as little as £20 in the pocket. Got the thread, fabric, she luckily already owned the sewing machine and that has since grown into something taking a huge part of her life, unexpectedly. Now it helps her out financially during the University and allows her to do things she otherwise would not be able to. She does not have to work any other job, so it is worthwhile paying off.
‘Don’t be afraid of your abilities, learn as you go. Don’t be scared of self-promoting.’ – Izzy.
Another thing she adds is that utilising messaging whom you wouldn’t think of getting a reply back, by giving freebies, is a good start of approaching an influencer.
TikTok is another good platform to be active in as it gives exposure to another consumer group who may not always be present in Instagram and prefers short videos.
11. Best part about the studies of art and design?
Initially could not decide what path to go, fashion design, which is more practical or fashion marketing. Chose the latter and is glad she did as it gives a good balance between creative side and the practical as well. There are print and dye rooms she has access to. The only thing is that by this point there has not been a module where you could actually make clothes. Lacking in ability to make physical items, however she can do that at home anyway. Very content with the course. And if feedback is needed or any assistance, tutors are very helpful and forward coming.
12. What music Izzy likes and what is her favourite tune currently?
Dance, minimal, house music.
Listens on AITJ on Spotify and plays as it suggests of what she may like based on the history.
Boyfriend has currently opened the angle of the other genres such as reggae. Bob Marley – classic, “Is This Love”.
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