Chapter 5: One brand, two stories
This is Aesthetic Laundry Re-Imagined.
Aesthetic Laundry is designed in the UK. It is both UK made and Bangladesh made. Garments are both shelf ready and made to order. This is one brand, with two stories.
STORY 1: READY TO WEAR
STORY 2: MADE TO ORDER
PIECES is the made to order arm of the business. Four times a year, a new PIECES collection is released for a short period of time, allowing customers additional choice within their garment purchases.
PIECES is designed and made in the UK, size inclusive*, whilst also allowing customers to customise their garments, such as changing the length, adding or removing pockets and selecting alternative colours.
Each PIECES collection is highly designed, with incredible attention to detail. Each garment takes up to two weeks to cut and make from scratch.
ONE BRAND
Although there are very distinct differences in the two stories, this is just one brand and the brand values remain consistent throughout:
- Conscious design is at the heart of it all: This is fashion, but fashion which transcends seasons. It is about longevity, pieces that will last and encourages conscious shopping.
- Size inclusivity is paramount: all products are currently available in XXS - 5XL.
- Transparency is key: everything from design to production is in-house. Aesthetic Laundry controls the entire supply chain and can therefore provide transparency on all aspects of the business.
*(XXS - 5XL currently available in all products)
