How did you set up your brand?

I had to leave my final year at University in December 2019 having battled with chronic insomnia for over five months. During some of the many sleepless nights I kept a notebook by my bed and jotted down any creative ideas I had. I have always loved fashion but never had the time or confidence to set something up alone. This time I had granted myself to recover seemed the perfect moment to start getting creative again, therefore I decided to go for it and set up an Instagram account @patch_madoc which has been extremely helpful in getting my designs out there, otherwise people have heard about me by word of mouth. The thought process behind Patch Madoc was ‘Patch’ as it has connotations to do with sewing, (patching clothes), and also the literal sense of the word that I was patching myself up, as in healing. The ‘Madoc’ part is because it started when I was at home in Wales and my house is called ‘Llwyn Madoc’. I mainly up-cycle old clothes by embroidering my own designs onto them.

How does sustainability weave into your work?

I only shop in second-hand shops (vintage, charity, eBay and Depop), I use recycled fabrics or existing fabrics that I have found at home when creating my designs with the aim of giving these items of clothing a new lease of life.

How does sustainability impact your creativity?

It definitely makes me have to think more about what I am going to create. A lot of planning is required as there is not much room for mistakes when you are trying to use every scrap of material. I would say that sometimes it’s a great thing as it makes me put materials together that I wouldn’t necessarily match to create something new and wonderful.

For emerging designers or designers looking to be more sustainable, can you offer any advice?

Think hard about your design, how you can you be more resourceful whilst creating. Whether it’s chopping up your old clothes to give them a modern twist or sourcing materials more locally to decrease transportation emissions and costs.

Has Covid 19 affected you and your business in anyway?

Covid 19 has meant that I haven’t been able to go out to charity shops, so I have had a limited supply of clothes. People have sent me their jeans and jackets to embroider on to which is great. However, it has undoubtedly made the process more expensive having to pay for postage and packaging on eBay. I have been selling my sketches and paintings to make money but will continue to embroider on to clothes when things return to normal.

What’s your hope for the future of fashion?

I hope that fashion will slow down and people will buy fewer but better made pieces of clothing and treasure them, rather than continually looking for the next new things and buying things pointlessly just because they are cheap. This way we can reduce waste and the demand for fast fashion.