A recent feature with London On The Inside:
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?
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.