The Interview: Rebecca Morter, Founder, Lone Design Club
This December, Lone Design Club, in partnership with The Crown Estate, is bringing the Season Of Wonder to London’s Jermyn Street.
Guests to the LDC X The Crown Estate pop-up store are greeted by an array of products from independent and sustainability-conscious brands. With a focus on quality, handmade craftsmanship across lifestyle and homeware items, unique personalised accessories and cosy winter knits for all, and the launch of LDC’s debut men’s department is a respectable example of cutting-edge menswear trends and design.
TheIndustry.fashion speaks to Lone Design Club's CEO and Founder, Rebecca Morter, about the new pop-up location and why the company is venturing into menswear.
Tell me about Lone Design Club's new pop-up location
This holiday season, we are delighted to hold our first pop-up store in London’s renowned Jermyn Street. The prolific menswear destination is known for more traditional styles; however, with the high street changes and evolving retail/brand climate, we felt it was the perfect spot for us to launch our contemporary debut menswear section alongside homewares and other beautiful gifting pieces.
Has it been difficult venturing into the menswear market?
We have been exploring a move into the menswear category for some time, and over the last few years, we have been having conversations and building a network of brands for when the time is right. Jermyn Street felt like the perfect fit for this launch, and so far, the results are positive and robust - it’s exciting to be venturing into a new product category, and we’re excited to build on this both on and offline.
As LDC's first foray into menswear, how did you decide on the brands you wanted to showcase?
We wanted to showcase a variety of brands that would appeal to a broad spectrum of customers. As well as caring for the area’s loyal customers, we wanted to entice our Gen Z and millennial audience to this new location.
What are some of the brands that are featured at the pop-up?
From classic tees to bold prints, we have some fantastic brands in store.
For those essential everyday pieces made in London, meet Personal Effects, a contemporary menswear brand that doesn’t believe ‘essentials’ is a reductive term. Their aim is to imbue every carefully considered product with new-old meaning. To craft everyday objects that speak not only to artisanal skills and meticulously sourced materials but also to the vastness of history and cultures and journeys that have preceded them. All pared down to their most refined qualities.
Are you looking to make a statement? Check out Oblivious, as seen here on Decadez for the British Fashion Awards. If colour and pattern are more your thing, Furious Goose has a range of UK-made accessories, shirts and tee that are made for those who like to use colour to brighten up their day.
Tell me about some of the activations you have had/are having at the location?
At Lone Design Club, we’re known for our immersive pop-ups, where we host engaging events to connect with the community. Our events are curated specifically for each store based on our theme and location.
For the Season Of Wonder Jermyn Street store, we wanted to create a warm feeling of wonder and festive spirit that would be welcoming to all.
Throughout December, we will host fun parties with complimentary drinks and live performances. We’ve had Festive Wreath-Making Workshops and a Whisky Tasting Masterclass with the prestigious whisky company Oxford Artisan Distillery. We also today hosted a day full of activities from breathwork workshops to concierge services for the All Is Wonder event.
How is the partnership with The Crown Estate mutually beneficial?
LDC & The Crown Estate have come together to highlight to consumers the brands and companies working toward a more conscious, responsible future. Our store partnerships will focus on how, by measuring the impact of the store and brands, we can demonstrate clearly and tangibly that consumers can have a great shopping experience whilst being part of positive change.
For LDC, it’s great to bring our community of brands to these pop-ups and work with a forward-thinking property estate taking the future of its high streets seriously and understanding the need to support the next generation of brands. It gives us strength in building out what the high streets and future retail needs to look like and the resources/expertise of such a forward-thinking and innovative partner.
Having the crown believe in and support our mission with sustainable brands and experience-driven retail is a huge milestone.
The pop-up store is located at 23 Jermyn Street, London. It is open Monday-Saturday: 10am-7pm, running until 24th December.
Check back on Tuesday 13 December for TheIndustry.fashion's detailed look at the Lone Design pop-up location.