Lancaster apparel brand struts its stuff across the world

A Lancaster-based streetwear brand, established in 2016 and turns over £100,000 yearly, aims for significant export growth after securing sales of £55,000 in Europe for its 2023 spring and summer collection. Its founder Frederick Edmondson is also finalising additional sales of £120,000 for the rest of 2023. 

LYPH (Live Young Play Hard) was founded on the core principle of creating fashion that reduces harm to the ecology and is highly sustainable. It uses what is known as deadstock or vintage trimmings and recycled fabrics to create limited edition pieces of clothing. LYPH also uses recycled fabrics that are GSR (Global Recycled Standard) certified. 

Earlier this year LYPH was also shortlisted for a coveted British Fashion Council/ GQ award of £150,000, and it made the top three, beating 3,000 brands to the finals, but was pipped at the post by Nicholas Daley.  

Being finalist in the prestigious awards increased LYPH’s brand profile and set the business up for a major sales push. Unfortunately, recent world events dented LYPH’s revenue, and it struggled to raise funds to exhibit and attend key fashion shows where international buyers place orders.

Frederick said: “Without the help of the Department of International Trade (DIT), I’m not so sure we’d still have a business. The team secured grant funding which meant we could attend the shows and strike essential deals.

“For apparel brands like ours, we absolutely need to be seen at trade events and networking with major buyers. Due to the pandemic, we had lost a key client called American Rag, but because we were able to meet at the Paris trade show, we got them onboard and secured our biggest order from them to date. 

“We also secured meetings with tier one buyers from major stores, including 10 Corso Como in Italy and Los Angeles outlets H-Lorenzo and Please Do Not Enter, and secured sales from them. They’ve been our target for a long time, and these new partnerships will open up new markets in Europe, the EMEA, and America. 

Frederick added: “I can’t praise the team at the DIT enough. Ella Chippendale and Lynne Gillen have been integral to our export success, and I see them as critical to moving the brand forward and opening new international markets. The DIT has helped financially, but its trade advisors have supported us in developing export strategies and how to overcome any challenges.

“But it’s much more than that. With the DIT’s help, we’re also flying the flag for Lancashire as a place where cutting-edge fashion is designed and made. We want to attract highly talented people to the region, and we can then create a thriving fashion industry here. Perhaps one day it’ll be Lancashire trade shows that everyone needs to attend.”  

Lynne Gillen, DIT export manager for Lancashire, concluded: “It is fantastic to see Lancashire companies making a big impression on the international stage. LYPH is an excellent example of what can be achieved by targeting overseas buyers and using our support. Working with someone so passionate about his business and growing internationally is an absolute pleasure. An excellent role model for future exporters!”