OUT OF SYNC are a family owned made- to- order luxury womenswear brand based in Cardiff. With a focus on sustainable and ethical practices, they use end-of-roll fabrics that would normally end up in landfill when producing collections. This also means that the collections are limited in size, reducing the chances of someone else wearing the same outfit as you!
When and where did you first begin?
Our brand Out of Sync was founded in 2019, in our small family studio in Cardiff.
My daughters both studied fashion at university, developing excellent technical skills and a deep understanding of the industry.
During their internships and training, they saw practices in the fashion industry that needed to change. We realised that, combined with my background in alterations, we could start a brand together that could be at the heart of that change.
Where does your design inspiration come from?
We design what we love using our brand name as inspiration and developing ideas that are created in the moment. We feel that naming our brand Out of Sync frees us from conventional structures. When designing, we often find ourselves contrasting unusual fabrics, draping on the stand, and experimenting with details to create unexpected Out of Sync moments.
Along with our brand name, our Welsh heritage and Welsh artists such as Sir John Kyffin Williams, our colour palette of muted earth tones are reflective of the textures from Welsh landscapes.
Describe your brand in 3 words.
Exclusive, Conscious, Luxury.
What is the most difficult aspect of running your own label?
As we are a small team, I think one of the most difficult aspects of running a business is the multitude of departments you must have expertise in, from designing the collection, right through to marketing. Some areas suit our strengths whereas others have been a learning curve, we love that each day is bringing different challenges.
Which part of the creative process do you enjoy most, and least?
I think we would all say sourcing fabric. We love being tactile with our hands and finding new, interesting fabrics and the possibilities of designs that come with it. The least enjoyable part of the process would be being decisive and only selecting a few fabrics!
Do you have a mentor?
Not long after we launched Out of Sync we were approached by Angela Quaintrell, owner of AQ Market showroom. Angela has a wealth of knowledge and has mentored us along the way. We now showcase our collections in her London and Paris Showrooms. We are also very lucky to be a family and often find ourselves turning to each other for guidance.
How long did your latest collection take to create?
Our collections typically take four months to create from start to finish. In our studio in Cardiff, the whole process happens under one roof. From initial sketches right through to production. It is important for us that we have an input at every stage of the design process.
What are your future plans?
We hope that Out of Sync can grow internationally, whilst promoting a conscious closet that is all made in Wales. Our future goals include owning our own factory in Wales, providing training and local employment opportunities. With each collection we increase our use of sustainable fabrics and haberdasheries. We want to continually learn and evolve to become better for both people and the planet.
Which pieces do you think everyone should have in their wardrobe?
Great question! We have developed our products to be thoughtful for cross generations. We have 'basics' that form the layers of your wardrobe and 'Statement' pieces to help you stand out from the crowd. My wardrobe would not be complete without my Camel high waist Trousers. I can wear them with everything! My sister's favourite would be our statement contrast dress and my mum's essential style is her check coat.
What attracted you to The Clothing Lounge?
What first grabbed our attention was the clean and edgy website, which we believed suited our brand aesthetic. Delving in further, we felt The Clothing Lounge values of sustainability and supporting independent designers aligned with our own.
We are excited to partner with The Clothing Lounge and begin working alongside a lovely, friendly team.