The Interview: Ainsleigh Sutherland on building Wanderdoll and Manchester’s rise as a fashion hub
Once dismissed as a satellite to London’s fashion scene, Manchester is fast becoming the UK’s most energetic breeding ground for DTC success stories and women are leading the charge. Among them is Ainsleigh Paige Sutherland, the founder and CEO of Wanderdoll, a womenswear label part of a new wave of northern independents.
For Sutherland, Manchester isn’t just a backdrop but a creative engine. "The city and its culture are interwoven into the fabric of my designs," she tells TheIndustry.fashion. Wanderdoll’s growth - from self-taught beginnings to ASOS launches and a rapidly expanding global community - reflects the broader momentum of Manchester-based brands carving out a distinctive aesthetic rooted in both grit and femininity.
In this interview, Sutherland shares how she built Wanderdoll without formal fashion training, why she believes the North is shaping the country’s next chapter in womenswear and how she plans to take her Mancunian-born brand to the world.
What inspired you to launch Wanderdoll in 2019, and how did you get the business up and running?
I had long been captivated by runway shows from the major fashion houses, imagining the day I could finally invest in one of their designs. In exploring that desire, I realised there was a significant gap in the market for refined womenswear that offered the bespoke quality of luxury at an affordable price. This epiphany led me to found Wanderdoll.
Wanderdoll started as a true kitchen start-up, and it has grown into a business that my younger self only ever dreamed of launching. I had no experience in fashion or business, but my passion for design, unwavering persistence and belief in what I was creating, propelled me to take risks, learn relentlessly and eventually turn my vision into a brand that makes women feel amazing.
Seeing the joy that my pieces bring to customers keeps me motivated and focused on what’s next for the brand and how best I can cater to our inspiring community of women.
How has your background shaped your approach to building Wanderdoll compared to more traditional design-led founders?
I never studied business, which, now, looking back, makes me proud of my younger self for jumping into the deep end despite my fears of failure, lack of experience and others’ doubts. I trusted that my creativity and determination would guide me through the uncharted waters of entrepreneurship.
Whilst entrepreneurship is not for the faint-hearted (this journey has challenged me greatly), the lessons Wanderdoll gave me have nurtured my confidence and shaped me into the multifaceted woman speaking with you today.
What were some of the biggest lessons or mistakes from those early entrepreneurial days?
In the early days of Wanderdoll, I often ignored my gut and deferred to those with more business experience, believing they knew how to grow my brand better than I did.
I have since realised that no one knows my company like I do. My greatest contribution comes from my deep commitment to championing the brand’s ethos of empowering women who, like me, admire luxury but want pieces that are accessible.
Many see Wanderdoll as part of a new wave of British independents redefining luxury from outside London. How has being based in Manchester influenced your aesthetic, community and growth strategy?
I love Manchester, it is my home. The city is brimming with so much talent, especially in the fashion space, so I find it deeply gratifying for Wanderdoll to be recognised as a Mancunian brand alongside other successful and inspiring labels.
The city and its culture are interwoven into the fabric of my designs. Manchester plays a significant part in shaping the future of not only Wanderdoll but also the global fashion landscape. If a customer learns of Manchester through the brand, I hope they feel the city’s palpable creativity, defiance and spirit reflected in each piece.
Whilst our consumer base has grown massively, Wanderdoll started in Manchester, and I will always cherish my ties to this city and its residents. I am proud to represent Manchester.
How do you stand out amongst a crowded market?
The hallmark of Wanderdoll is the exceptional craftsmanship that underpins each of my designs. By building genuine connections with my customers, I am able to anticipate their needs and deliver designs that feel personal, thoughtful and perfectly aligned with their lifestyle. Wanderdoll is not a brand based on trend-chasing, but rather it is a deliberate and personal one.
People connect with the community we’ve built, not just the clothes, because we invite our audience behind the scenes and share our successes and struggles.
Sustainability and longevity are increasingly part of the 'premium' conversation. How does Wanderdoll approach responsible production and consumption?
I am hands-on in every stage of each collection’s design and development, ensuring that every fabric, every finish and every detail is chosen with longevity in mind. If a garment does not hold its shape, wash well, or feel as good a year from now as it does today, I simply remove the piece from the collection.
This is Wanderdoll’s version of responsibility: fewer pieces, made better, crafted with intention so they stay in the woman’s wardrobe for years and become a trusted staple. Each piece is designed to withstand trends and time.
When was the moment you thought ‘ah we’ve made it’?
While there are still many milestones ahead for Wanderdoll, one of my favourite moments was our launch on ASOS, a surreal moment seeing my brand showcased on such a notable global platform.
I work closely with their incredible team to ensure that the brand’s voice and vision are consistently represented, so that anyone, whether at home in Manchester or abroad, experiences the same story and connection to the label and its city.
So far, the DTC model has been serving you well. Are you looking to expand into brick-and-mortar through a standalone store or retail partnerships? Any pop-ups on the horizon?
I aim for every experience to feel intentional and unmistakably ‘Wanderdoll,’ whether my team and I are planning a pop-up or a carefully considered retail partnership.
I am thrilled at the prospect of creating a space where our customers can fully immerse themselves in the world of Wanderdoll in the near future.
You have a growing international audience, yet remain rooted in British identity. How are you approaching expansion beyond the UK?
I feel great pride in founding a British brand. My designs will always capture the essence of Mancunian grit and classic British tailoring.
As we continue our global expansion, we are strengthening our shipping, improving fulfilment and focusing on storytelling that travels. It’s less about chasing every market and more about building strong communities in the places where the brand is already resonating.
Where do you see the brand in 5 years?
In five years, I see our global brand having expanded into key markets, whilst also staying connected to the city and its community that has shaped and supported us since day one. For me, my roots are everything, and my fellow British women will remain a core pillar of the brand.
I want Wanderdoll to be known for its recognisable design, its premium feel, and the storytelling behind it all because that is what makes the label truly special. I would also love for Wanderdoll to take our first step into the physical retail space, creating curated, immersive experiences where customers can walk in and feel fully mesmerised in the world of Wanderdoll.
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