The Interview: Founder Pawan Khosla on rebranding 4th & Reckless with first LFW show
At first glance, 4th & Reckless may seem like a fast fashion brand with its accessible price point and trend-driven collections. But its Founder, Pawan Khosla, has made it his mission to blur the lines between fast and conscious fashion. Its philosophy is to create quality, longer-lasting ready-to-wear that is made to be reworn and recycled.
Born in Manchester in 2016, 4th & Reckless is now shaking up its messaging and branding. To showcase the brand’s evolution, it is hosting its first fashion show during London Fashion Week this evening. Expect effortless and feminine looks, from formal tailoring to everyday leisurewear.
In this interview with TheIndustry.fashion, Khosla speaks about finding the balance between affordability and quality, his plans for evolving the business, and even hints at exploring a potential company sale.
What was your start in fashion?
After studying economics at university, I knew I wanted to pursue business, having been immersed in it my entire life. I joined my family textile sourcing business, which my father and his two brothers established when they arrived in the UK.
While I was learning the ropes of fashion, my entrepreneurial upbringing drove me to help advance the business. Reflecting on it, their journey was incredible—they evolved from market stalls to a fully vertical operation, including retail stores, a wholesale division, and their own factory.
My perspective has shifted since then; while the focus used to be on passing businesses through generations, today it’s about creating value, building brands and exploring potential exits.
You’re also the Founder and CEO of Tudorknight, a company that sources & distributes to fashion retailers globally. How does this intersect with 4th & Reckless?
Tudorknight has two divisions: Brands (which includes 4th & Reckless) and Private Label.
Whilst I am the CEO, I lead the Brands division and my wife Tina, who is incredible at product development, oversees the Private Label division. Here we supply some of the biggest names on the high street.
Both of us come from backgrounds in sourcing, which has made us a great team and helped us perfect our processes. Tudorknight and 4th & Reckless principles and values complement each other, with one of our key strengths being our full management of the supply chain for 4th & Reckless.
How do you keep the brand at an affordable price point while maintaining your conscious ideology?
We have a strong foundation in sourcing and product development, which allows us to balance affordability with quality. Listening to our customers and evolving with their needs is also our priority. With Tudorknight’s global presence, operating in China, Turkey, and Bangladesh, we maintain control over production while prioritising sustainable practices. For example, all of our athleisure and activewear is made from recycled or responsibly sourced fabrics. We are by no means the finished article, but we acknowledge that sustainability is a continuous journey and we are committed to learning and improving every step of the way.
One of the brand’s missions is to encourage responsible shopping. What steps are you taking to reduce waste in the fashion industry?
At the heart of our brand is a commitment to creating a timeless, versatile wardrobe designed to empower women with functional essentials that can be styled repeatedly. Our approach involves meticulous attention to every detail, from trims to fabric usage. We produce in smaller quantities to minimise waste and focus on extending the life of our garments.
By educating our customers on how to re-style and refresh their wardrobe across seasons, we champion responsible shopping and strive to reduce waste. This is something that is core to our ethos and that we're always trying to evolve.
You are known for your influencer collaborations. Are there future collabs on the horizon?
We’ve had the privilege of partnering with fashion muses like Elsa Hosk and, more recently, Luana Barron, with these collaborations driving impactful results for both our brand and retail partners. This strategy remains core to our growth and we have some exciting partnerships on the horizon for AW24 and SS25... stay tuned!
What three words would you use to describe the brand?
Effortless, Feminine, Considered.
4th & Reckless is stocked at ASOS and Selfridges. Are you planning on expanding further through third party retail?
Absolutely. In August 2023, we hit a major milestone by launching in all Selfridges stores and online, which has been an exciting achievement for the brand. This AW season, we’re gearing up to partner with three premium retailers. We are looking forward to announcing some this year.
Congrats on your upcoming catwalk show. This is described as a "key strategic move to elevate the brand’s positioning". Can you tell us more about this?
This event marks a defining moment for us, as it showcases pieces that embody both our brand’s evolution and our dedication to creating timeless, effortless fashion. Every aspect, from the design process to how our customers will wear these pieces, has been thoughtfully created. I’m incredibly proud of my team and how far we’ve come, and I hope this collection resonates with the audience as much as it has with us.