ldner #172 emily & jessica hadden

This week we’ve got not one but two LDNERS, sisters Emily and Jessica Hadden, the driving force behind Alfie Douglas. The girls have kept their business close to the family, working alongside their two older sisters and parents in their North London studio to build the elegant fashion brand. Catch up on our Brand Talk feature on Alfie Douglas here.

Where do you live in London and what do you love about the area?

I live in Holloway, a 5 minute walk from the Alfie Douglas Studio. Emily, having lived in East London and Berlin for the past 6 years, is currently on a trip in Melbourne where a lot of our customers are based, with regular visits back to London. There’s something special and unique about each part of London. Holloway is a really creative community with lots of designers and artist studios it hasn’t gone ‘mainstream’ yet so there’s still a lot of change happening.

You’ve kept the brand in the family, how do you find working together?

I think we can both agree that it’s certainly very different to any other working relationship and at times it’s hard working with your family; however it’s also very honest. We say what we think, do what we feel is right and are in it together, with one another’s support.


What inspired you to start Alfie Douglas?

Alfie Douglas has always been a family business: a brand set up to combine our talents of design, photography, fashion, retail experience and of course, creativity. We have combined our ‘hands-on’ skills with advertising and commercial experience to bring Alfie Douglas together.

Where do you go to find inspiration for your designs?

Life is all about experience. We learn from life – things that work – things that don’t – we apply that experience to everything that we try. When you choose one of our items you are talking directly to us, the people who design, experiment and make every single item.We find inspiration in simple forms, geometry, nature, light and shadow. We don’t focus on trends, just timeless design and the best quality in materials and believe in real craftsmanship, staying true to our ethos, quality and endurance: creating designs that are minimal yet functional. Most importantly, we understand that all of our products must be adaptable and distinctive: they need to be adaptable to ever-changing lifestyles and as distinctive as the individuals who use them. Everybody has a favourite item, something cherished, a justifiable purchase.


What would be your perfect day in London?

I would have to start off with a big brunch at home then head east to Broadway Market or Columbia Road for a coffee and a sweet treat, usually moving on to the Bloody Mary’s by noon. If it’s sunny, we would head to Victoria Park or a walk along the canal and if it’s rainy, a gallery day to The Saatchi and The Tate. When the evening rolls in you will find us sipping Spritzers on one of London’s roof tops, before a late night dinner in Soho.

Studio G06, Regent Studios, 1 Thane Villas, N7 7PH