“We weren’t trying to start an ‘ethical, sustainable brand’, we were just being decent humans. We wanted to know these people were being paid right.”
Lucy Greenwood is the co-founder of dungaree brand, Lucy & Yak, which has seen incredible success over the last two years gaining a cult following on social media.
So why are the brand’s dungarees so popular? It’s as simple as this – customers know the people making their clothes, their names, what they look like and where they are. Lucy & Yak is one of those rare brands that puts their garment workers at the forefront of their marketing, appreciating them as a key, respected part of the supply chain.
Lucy speaks to me from her sunflower filled garden in Barnsley, with a striking sense of honesty for the founder of such a popular brand. “I wouldn’t even say we were massively into sustainability before we started Lucy & Yak. For a long time we’ve always been quite minimal people, I’ve never bought a lot of clothing.
“Before we knew it, we’d hit all the trending buzzwords – by accident.”
It all started when Lucy and her partner Chris decided to pack up their lives, quit their jobs and move to New Zealand. At that point, they had no idea how rapidly their lives would change. Backpacking from hostel to hostel, the pair started collecting old t-shirts from lost and found, and using the fabric to make small tobacco pouches. They sold them to travellers along the way – “they were popular because everyone in New Zealand smokes!” Lucy laughs.