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Our story

A studio rail of the current season Wooden hangers on the studio rail
Since 2016

Eleven pieces, one rail, one borrowed steamer

  • How we got here
  • Where things are made
  • What we will not do

Fashiona started in 2016 on one rail in a Shoreditch railway arch, with eleven pieces and a borrowed steamer. We had spent eight years between us working for brands whose sample was beautiful and whose production was not, and we wanted to find out whether the two could be the same garment. The first order was a coat. It is still going.

Knitwear in Barcelos, Portugal; wool cloth milled in Biella, Italy; shirting and denim cut and sewn in Denizli, Türkiye. Four factories, all of them visited four times a year, all of them named on the product page. We publish the audit dates because a claim nobody can check is not a claim.

No mid-season markdowns on full-price stock, because it punishes the people who bought first. No sample sizes on the model without saying so. No burning unsold stock — the archive rail exists so that nothing has to be destroyed to protect a price.

Come and see the shop
2016

The first rail

4

Factories, all named

1,284

Repairs last season

74

Countries served

A cutter working at the table
Responsibility

We publish what broke

Last season 1,284 garments came back to the repair counter. We put the list online — which seam, which style, how many — because a brand that only publishes its good numbers is telling you nothing.

“If we cannot fix it, we should not have sold it.”

Four styles were redrawn as a result: two shoulder seams reinforced, one zip changed supplier, one lining dropped entirely.

Fabric detail on the cutting table
Careers

We hire slowly and we say the salary

Every opening carries its band in the advert, and the first conversation is with the person you would report to, not a recruiter. There are four roles open in London and Istanbul.

See the open roles