Behind the Scenes: NAMED COLLECTIVE

Image via @namedcollective

NAMED COLLECTIVE aka your favourite person's favourite streetwear brand, didn't achieve its success overnight. This come-up has been a journey of years filled with dedication, calculated risks and the nurturing of a vibrant community that has propelled the brand to its prominent status today.

Before delving into the inside scoop directly from founders Georgie and Sam, let's go back in time real quick to uncover where it all began.

The origins of NAMED COLLECTIVE trace back to Georgie's entrepreneurial spirit at the tender age of 15; kick-started by purchasing a second-hand item, customizing it and selling it for profit. This humble beginning evolved into a consistent pursuit of crafting one-off custom creations to meet increasing demand. However as demand soared beyond Georgie's capacity, her boyfriend, Sam, made the bold decision to leave his job and join her as a co-owner - marking the true genesis of the NAMED COLLECTIVE we know today. This transition sparked the creation of disruptive streetwear, distinguished by the brand's unique approach, which not only cultivated a loyal community but also early recognition from influential personalities such as Miley Cyrus.

Now, with a robust team, mainly made up of Gen Z trailblazers at the helm and a dedicated community of over a million, the brand stands poised to redefine the very essence of contemporary fashion for a new era. In other words... The sky's the limit!

Image via @namedcollective

Walk us through your relationships with creativity and fashion leading up to the moment of selling the customized second-hand item that kickstarted the now-NAMED COLLECTIVE.

Georgie: Through school, I didn’t know whether I wanted to be a photographer, a designer or an artist of some kind - I loved creativity in all forms and was particularly drawn to the expression that could be achieved through each individual's choice of clothing and styling. Sam grew up on a diet of cult streetwear brands, as well as formative childhood memories accompanying his Dad to sell at car boot sales every weekend. When we met he’d just finished a masters in Contemporary Art Theory and had taken up his first job working within the art world. We both knew we wanted to do something that really utilised our creativity.

Unknowingly to us both when we started out, the brand requires us to be creative in so many more ways than we could have dreamed of. From physically making our early pieces to now leading the design direction, to the unique visual identity and creative direction which is so integral to the brand, to considering how to innovatively market the brand to compete with the ‘big guys’ while on a £0 budget in the early days, to now even approaching inevitable challenges as we grow with creativity to find resolutions and push forward. 

Georgie, fast forward to you at 18 and establishing yourself as a ‘bedroom’ brand - why did incorporating rhinestones into your original designs matter? What do you believe resonated with consumers, propelling your new creations beyond the typical one-of-a-kind customs? 

Georgie: It was a lot of experimentation and testing. Rhinestones stood out to me at the time because nobody seemed to be using them really creatively and I knew if I wanted pieces to be popular they had to be unique, special…different to anything that was available anywhere else. At the very beginning, I would observe which of my one-off custom creations would sell out the fastest, and began creating small numbers of original designs using rhinestones and a heat press machine in my room... the demand immediately surpassed any of the original one-of-a-kind customs. 

Sam, with Georgie sustaining the brand’s surging popularity but grappling with challenges to meet demand solo, what were the pivotal factors that led to your decision to resign from your job and fully commit as co-owner? 

Sam: It was a total no-brainer. The idea of us joining forces in this creative pursuit was so exciting. We both just had so many ideas and knew we would work so well together. I needed no convincing at the time and have never looked back since. I’m pretty sure I handed in my notice the day after we went for a drink and discussed the possibility… and started working on the project with Georgie a week later!

Image via @namedcollective

Now you’ve both officially formed NAMED COLLECTIVE, why was it important that you create disruptive and unapologetic designs catered to an audience that didn’t feel heard? 

Sam: Fashion is the ultimate form of self-expression, right? As streetwear evolved and entered the mainstream more than ever before, it felt as though a lot of the designs were repetitive - simple logos of brands that had been around for 20+ years. Of course, there’s nothing wrong with that - but where was the variety for people that wanted something a bit more unique or statement, and still comfortable and wearable on the daily? We felt like there was a real need for something that would make people stand out and feel their best.

What sources of inspiration are you constantly tapping into to fuel your designs, are there any cultural or societal influences? 

Georgie: Our community is our biggest influence, for sure. It’s a good lil’ thing we got going on! We love them. They offer us room to experiment creatively and evolve while being so responsive and reactive. When you see 700 comments coming through about a new design just posted online a couple of hours earlier - it’s hard not to be influenced! We create for them, so why not be inspired by what our people love - as well as listen to what they want from us next?

How do you incorporate feedback from your customers into the designs while maintaining the brand’s unique positioning? 

Sam: We have a strong vision for NAMED, so it’s felt very natural for us to stay authentic to who NAMED is, while also remaining open and listening to our supporters! From early on as soon as we had a small following, we knew we weren’t just creating what we wanted to, and really didn’t want it to be an ‘ego’ project. We were guided by what our supporters loved… and really wanted to create for them - the community making the brand a viable project!

What do you hope people feel or experience when wearing your designs? 

Georgie: We aim for our supporters to feel joy even just at the thought of wearing their NAMED that day, let alone grabbing their pieces and throwing them on. Ultimately, everyone deserves comfort, and everyone deserves to feel confident - and we want to deliver this. Our designs are unapologetic, you can wear them almost as a declaration of freedom. The pieces, and our supporters, aren't afraid to stand out and make a statement… we want to create more of that feeling!

Image via @namedcollective

How do you envision the future of the brand further advancing? Could you see footwear being a part of that? 

Sam: NAMED is an evolution. Our aim as a team is to continue to level up on the last drop, last project, last season or last month - every single time. We will never be static or stagnant - and that’s what keeps us feeling alive as a brand, and as a team. There’s so much to be excited about in our future. Right now our focus is just connecting with our community, understanding them even more, and serving them. Footwear could totally be a part of that, if our community wants it to be! It would have to be really unique though - none of that boring shit. We would never say no to anything - we (think we) are kind of unstoppable. 

What legacy do you hope to leave through NAMED COLLECTIVE’s impact on the fashion industry? 

Sam: The mission is simple, to redefine streetwear for a new generation. A repetitive, cyclical environment calls for a disruptor… that’s NAMED! We want to lead the way by pushing the boundaries of what a tracksuit can be, and what a ‘brand’ can be considered to be - connecting with our community on new levels.

Moving from a bedroom to a studio in an old East London warehouse and now to a larger space in Dalston with a team of 20 - what emotions have you felt reaching these significant milestones?

Georgie: It’s honestly been the most surreal experience since the very beginning… from the day we sold out our first drop and sat there looking confused at the comments coming through that supporters had missed out on pieces. Nothing can describe it! Of course, we feel a lot of excitement, constantly! However, most noticeably and consistently along the whole way, we’ve really been overwhelmed with gratitude - for the experience, the milestones, the learnings, the incredible team we get to work with every day, for everyone who has been a part of our journey so far, and of course for our community, who show us such endless support and are the reason we exist.

Image via @namedcollective