Ryan Llewellyn-Pace, the former managing director of Barbour, has introduced Hay Life, a new clothing line designed for all genders, now available at major stores such as John Lewis and Next.
Positioned as one of the pioneering lifestyle brands devoted to unisex apparel, Hay Life aims to dissolve conventional gender categories and showcase the innovative potential of such an approach within the fashion sector.
Embracing the mantra ‘Some traditions are made to be broken’, Hay Life intends to shake up industry norms.
Llewellyn-Pace, the brand’s creator and chair, remarked: “We are at a pivotal juncture for the fashion world as we roll out a brand that is not only boundary-pushing but also advocates for meaningful transformation”.
Hay Life’s garment designs boast a relaxed, ‘slightly oversized fit’, offering consumers versatility in how they style and wear the pieces. Pricing is set with knits starting at £43.60 before tax, and tailored outerwear such as jackets and pants beginning at £151.20, also excluding tax.
In addition to its fashion-forward outlook, a fraction of Hay Life’s profits will aid Young Mind, a charity that addresses mental health issues in youth, particularly those related to identity struggles.
The Hay Life label rounds up its mission by turning the spotlight on the environmental impact of both agriculture and fashion. The label makes a statement with accessories crafted from repurposed straw and endeavors to promote alternative uses for agricultural by-products, while also contributing to the Sustainable Food Trust with a portion of its profits.
Furthermore, Hay Life will emphasize prolonging the lifecycle of its apparel through maintenance and repair partnerships. Collaborating with Sojo, a repair and alteration network, and featuring onsite facilities like the Clothes Doctor, the brand looks to discourage the frequent use of washing machines.
The brand’s distribution doesn’t stop with Next and John Lewis, as Hay Life will extend its reach to Hurr rental services as well as boutique shops such as Outdoor and Country and Out With Style.
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