The Interview: STPLE founder Hannah Dawson on creating a modern, yet timeless, luxury wardrobe

Hannah Dawson is as low key as her brand, STPLE. The only image she provides of herself for her interview is taken from behind. She wants her clothes to do the talking for her. If these clothes could talk, it would be in a whisper. They don't shout; rather they quietly convey carefully considered quality and construction, and timeless appeal.

The tightly edited debut collection has been designed so that each piece can be worn together to provide a multitude of looks; it's a staple wardrobe, hence the brand name. There's a pinstripe great coat which can be paired with jeans or the matching mini skirt and cape. Or the cape can be worn on its own over a knit or your favourite dress.

Speaking of the knits, the joggers and cardigans can be worn together or as separates. There are removable shoulder pads in the cardigan that change the feel from relaxed to formal, while the clever accessories include knitted bandanas that can be tied around the neck or waist, along with some perfect silk squares to lend a polished finish. The palette spans navy, camel and brown, with a hint of burgundy present in just one silk square.

This is the sort of disciplined minimalism that is usually associated with high-end Scandinavian or European brands, such as Toteme and Rohe. STPLE more than matches them in quality and styling, while the pricing is slightly more accessible (but only just). The 100% wool great coat is £895, while the cape is great value at £295. Knitted cashmere and wool mix joggers are £295, while the Italian made jeans at £260 have been a hit with many sizes quickly selling out. The pricing is fair given the quality of the fabrics and construction. Even the buttons are beautiful.

Dawson, who has self-funded her venture, imagines launching only three carefully considered drops of STPLE each year, with some cotton and linen pieces arriving for SS26. After a walk-through of her brand at Claridges in London, she sat down and answered our questions.

Can you please tell us about your fashion background, prior to setting up your brand?

I’ve always been creatively driven, and fashion naturally became my outlet. At school I studied art, design and textiles, which sparked my interest in the industry. I then spent six years in retail at a luxury boutique in Cheshire, where I gained experience in buying and understanding what makes a piece desirable. Those years gave me a deep appreciation for craftsmanship and quality – ultimately inspiring STPLE.

The brand is clearly a reflection of your style, but what was it that drove you to take the plunge and establish your own label and when did you start working on it?

Launching my own brand has been a long-term goal. What pushed me to create STPLE was seeing a gap in the market: well-made, versatile pieces with timeless appeal. Over the past few years, people have been shopping more intentionally, seeking quality and versatility, and I knew it was the right moment to pursue my own label.

Hannah Dawson on set styling a model

The first collection is tightly edited but covers key bases, which were the pieces that you really wanted to tackle with this first launch?

The debut collection focuses on wardrobe cornerstones that can be worn repeatedly and styled in multiple ways. The outerwear is the hero. The Double-Breasted Wool Coat and the Double-Breasted Cashmere and Wool Jacket are exactly what I wanted for the cooler seasons. I wanted them to feel luxurious, architectural and effortless, the kind of pieces that instantly elevate a look. Knitwear, denim and scarves really completed the collection, so you can mix and match everything.

Can you please explain the design process, where does the inspiration come from and how did you arrive at the finished collection?

My own personal style has been an evolution from travelling and observing street style, my friends and of course, being a mum. My design process has the everyday at heart. Everything is something I would personally wear, silhouettes with subtle details. That way, the collection feels personal and authentic.

100% wool, double-breasted coat, £895

The quality is extremely high, how did you find your suppliers and what was the sampling process like?

Quality is at the heart of STPLE. We looked for suppliers that shared our commitment to premium fabrics. Our cashmere set is a 30/70 blend of cashmere and wool and the wool coat is 100% wool. Italy was a key supplier. It was about creating pieces that feel like everyday luxury, not just for show.

How often will you be launching new collections and what can we look forward to seeing in the next one?

For SS26, we’re adding new categories like dresses and exploring lighter fabrics such as linen and silk in fresh neutrals. The focus is always on balancing seasonal essentials with pieces that feel timeless.

Cashmere and wool jacket, £795. Jeans, £260

It’s early days, we know, but has the reaction been and how will you learn from that to develop the brand moving forward?

The reaction has been incredible and some items have already sold out. Customers have noticed the thought we put into every detail, from fit to packaging. We’re taking this momentum into account for our next drop, with pieces that pair cohesively.

You have your website and social channels, will that remain the key focus for your sales channels for the foreseeable future or would you like to work with partner retailers for instance?

For now we’re focusing on direct-to-consumer and Instagram. The imagery is really strong with customers buying full outfits. If we were to expand to a retailer, it’ll have to be one that feels authentic to us.

How did you market the launch and who is the customer? Is there a particular demographic that you have had in mind?

The launch was really focused on finding our consumer, and for us, that was through social media, editorial and influencers. The STPLE woman is quietly confident and values quality without compromise. Think of her as an urban nomad. Our customers want something that they can reach for without hesitating.

Hooded wool cape, £295

Which piece/s have been the most popular so far, and which are your favourites?

The outerwear has been especially well-received, the Double-Breasted Wool Coat and Cashmere/Wool Jacket in particular. Personally, I love pieces that I can wear day-to-day yet still feel polished in, which is exactly what I aimed for. The knitwear has also been very popular for layering.

What have been the key lessons you have learned from this start-up period?

Have patience and do the details. Launching is a huge step, but trust your vision and show that every step of the customer’s experience has been accounted for. Our customers have really appreciated all the touchpoints of the brand from the website, packaging and the garments themselves.

You got the brand up and running impressively quickly, have you funded this yourself or have you had backers?

I funded the brand all on my own. As a mum, I wanted to have full control. While it may seem quick on the outside, I’ve thought of many of these pieces over time before coming into production.

Cashmere and wool scarf, £180. Joggers, £295. Cardigan, £345

What is the longer term ambition for STPLE?

Everyone needs a wardrobe that they can rely on to stand the test of time, and our next collection will speak to this. We’d love to see STPLE in stores so our customers can fall in love with the pieces in person, but the right partner needs to feel natural for us.

Are there other brands/designers that you admire or are you really trying to forge your own path?

I’ve always been drawn to designers who create pieces that feel effortless yet uniquely their own. I love The Row for its chic minimalism and brands that have subtle luxury details. Though I am designing my own wardrobe now, with pieces that are personal and practical.

STPLE is available at www.stplewardrobe.com.