Interview with Shelley Tichborne, Founder of Ethical Label MOU
Industry founding member, Shelley Tichborne, is the founder and creative director of ethical shoe and accessories company MOU, born out of a stall on the Portobello Road. Growing steadily since its inception, MOU is inspired by the wilds of nature and a spirit of adventure, offering luxurious footwear and accessories in premium natural fibres. The products are handcrafted and fashioned with artisanal techniques to create beautiful but most importantly comfortable and durable shoes for everyday living. Shelley Tichborne tells The Industry about her sustainable label:
Can you tell us a bit more about your shoe company, MOU?
I founded the company and brand in 2002 and MOU grew organically in the first few years while I worked from home with my young children. From 2009 I branched out and started working with agents and distributors. In 2011, I signed a license agreement for the footwear to an Italian company, Artcrafts, who took over more of the burden of production, which was a welcome respite for me. Our sales are up 20% this year and our sell-through was excellent last winter. I am launching a new line of bags this year, so that is rather exciting. I'm also looking for new business partners to help grow the brand.
MOU AW15 Campaign
What prompted you to start the label after a successful career in advertising?
I had a strong desire to found my own brand and to 'do my own thing' - even though I had never studied design. What is amusing is that when I was a child I spent hours after school on my art projects, sketching often. One of my all time favourite stories was The Elves and The Shoemaker by the Brothers Grimm. Another favourite story was The Lorax by Dr Seuss, which had a strong nature conservation message.
How important is ethical and eco-friendly production to your business?
Ethical and eco-friendly production is an important brand value for MOU. As I am from New Zealand, I was raised to be deeply aware of the importance of nature conservation. I have an innate aversion to fake fur (which, by the way, is non-biodegradable and made from non-renewable fossil resources). MOU uses only genuine furs and skins that are naturally beautiful, long-lasting and in plentiful supply due to being by-products of the meat and dairy industries. With respect to the rights of workers, I seek to ensure that anyone working on the MOU brand will be paid fairly and will have normal working rights, thus enablign them to live well and to look after their own families. I think some of the beauty of a product comes from the spirit with which it is made, so people should be happy in their work.
MOU AW15 Campaign
Would you say that celebrities wearing a label (either spontaneously or paid for) is a necessary step for press validation and consequently a fashion brand’s growth?
Although I think a brand can grow on its own, I do agree that swift and exponential growth can be achieved only with the right celebrity endorsement and press validation. I wish it were not so - but I think this is where we are at the present time.
What other Industry members have you worked with? And if none, in what capacity are you looking forward to working with other Industry members?
I have met and worked with Donna Ida and Paige Menders. But there are many members I'd love to meet, to learn from, to work with and to share ideas with. Also, I can see some members from wonderful retail stores represented - if they or their buying teams would ever like to connect, I'd love the opportunity to share information on our new collection.
You can contact Shelley via the Industry Directory.
