- Huw Hughes
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A new premium womenswear brand inspired by 1970s fashion is launching
this month.
Graysey was founded by husband and wife team Natasha and Doug Grays, and
takes inspiration from icons such as Ali McGraw, Jane Birkin and Debbie
Harry.
The non-seasonal brand will have a focus on sustainable processes and will
kick off with the launch of its Jeaks product, which “combine premium denim
with a unique new fabric ensuring maximum comfort without compromising
their style credentials.”
Manufactured in Portugal, the eco-conscious label says it aims to
minimise the environmental impact of its denim garments by using washes
that are GOTS certified and techniques to finish the denim which are not
harmful to the environment or the people making them. It also said its
packaging is 100 percent reusable or recyclable and its plastic garment
bags are biodegradable.
For the launch of its Jeaks there are two shapes – kick flare and slim
cut – and three colourways – navy blue, leopard print and tie dye. Jeaks
retail at 195 pounds and are available initially in sizes 25-30. The
wholesale price is 75 pounds. Additionally, a percentage of its profits
will be donated to the Women for Women International charity which supports
the most marginalised women in countries affected by conflict and war.
Co-founder of Graysey, Natasha Grays, said in a statement: “It has been
a long journey to create a multimedia jean which features a fabric that is
robust enough to adhere to the denim and does not take on the indigo dye
when washing, so we are very proud of Jeaks and hope they become an
essential part of women’s wardrobes for years to come.”
All Graysey designs will be available on its website from 1 September,
2019 and at independent boutiques.
Photo credit: Graysey London, Facebook
