Look great and take care of the planet with Kitty Ferreira
Ethically sourced and produced in the UK, Kitty Ferreira is paving the way for the future of ethical fashion. We speak to the woman behind the brand – Valerie – about values and launching a label in London.
What sets your brand apart from the rest?
Kitty Ferreira is a carbon neutral, boutique brand that’s sustainably sourced and produced in the UK. Each piece varies slightly from one another giving a real exclusive, individual feel.
What’s the idea behind hand dying and ethically sourcing your clothes?
I grew up in a family of “make and make do” and I was always impressed by how my mother would create something grand from nothing. She’d tell me stories of my grandmother and great-grandmother being poor in her home country but never looking poor, so this label is named after my grandmother.
When did you decide what you wanted to do and what got you into the fashion industry?
I’ve always been the creative one in my family. When I told my dad I wanted to be a fashion designer at 13, there was a long pause followed by: “do you think you can make money from fashion?” His tone suggested it would be hard, which made me want to do it even more.
What makes London such a fantastic place to launch a clothing brand?
Nowhere else in the world can you exercise such freedom of expression. Multiculturalism has made Londoners some of the easiest people to get along with. Plus we have a kind of class and swagger like no other!
Who would you say your collection is targeted at?
Someone that shops based on values. My grandmother would say: “You know what, you are perfectly fine just as you are.” We want to see brands that nurture our self-esteem and this is the message I hope to bring across. Imagine a world where everyone felt happy from within – I think half of the world’s problems would disappear.
What would you say is your favourite piece so far?
I don’t think I’ve designed it yet! The idea of ethical fashion is that it’s slow burning – the sourcing, designing and production takes that little bit longer than mass production. Ethical fashion is always evolving and it’s about thinking up new ways of doing things that are ultimately good for people, the planet and profit. I think my best piece is yet to come.
Where do you see your brand in a few years time?
Where do I begin! I’d like the brand to grow into an online store and launch a sustainably sourced perfume made only from natural materials. Do a few more shows and have more stockists in the UK. We’re part of the Forest Hill fashion hub, so seeing that go on to inspire other young, local creatives would bring me a lot of joy.
Photos: Courtesy of Kitty Ferreira