DURING the groundhog day that was first lockdown, two friends in fashion, Daisy Marlow and Laura Johnson, met for a walk. With hours to spare, they discussed the issues surrounding the industry they were a part of, and brainstormed how they could be part of the solution rather than the problem.
With Marlow’s background in art direction and styling, combined with Johnson’s expansive knowledge in strategy and merchandising, the two came up with Make Nu.
Make Nu is a door to door alterations, repair and repurpose service, which works with local artisans, who have mainly come from film and fashion backgrounds. The aim? To try and alter consumer habits and champion the craftsmanship involved in the construction of clothes.
“We wanted to think about how we could use the skills that we had and the people that we know in order to be part of the change,” says Marlow. The pair saw a way to change how people view getting clothes mended or altered – allowing customers to have trust in the fact the vision they may have for a garment is usually always possible.
“We wanted to create that luxury feeling you get when you buy something new and apply that to repairs and alterations; giving people that same level of service but always coming back to being eco-friendly,” Johnson explains.
Make Nu founders Daisy Marlow and Laura Johnson
Make Nu is aiming to achieve a net-zero business model. By sending garments back to customers in a fully recycled canvas bag and using vegetable ink for the labels, they are leaving no eco-stone left unturned, “You do still get this sensation of a new purchase, when really all you are doing is investing in your wardrobe,” comments Johnson.
Since their concept came into fruition over a year ago, business for them has remained mainly London-centric. And although Make Nu is doing all they can to get their voice heard outside of the capital, Daisy and Laura are in no way naive to the fact that London is a world of its own when it comes to awareness around consumer habits, “we live in an echo chamber here. And that is definitely a disconnect for us. You wouldn’t invest in repairing a wardrobe full of Zara and that is totally fair enough”, says Johnson.
With alterations costing anywhere between 40-80 pounds, or often more, the battle is trying to get Make Nu’s message to compete with the expansive reach of fast fashion: “For us it is all about trying to educate our customers on the whole chain from start to finish,” says Marlow.
Make Nu fabric inserts
With over ten years of industry experience, working for brands such as Tommy Hilfiger, Net-a-Porter and Avenue 32 (where the pair met), the Make Nu duo has a rolling fashion directory, which they intend on using to the best of their ability. “We are able to get into the minds of people who can make the changes happen”, says Johnson. “ We haven’t met anyone in the industry who doesn’t get our concept and who isn’t passionate about it.”
Shifting away from the idea of shaming people into changing their ways, Make Nu is about celebrating what goes into garment technology.
One of the brand’s ambassadors is Miquita Oliver, most famous for co-hosting Popworld from 2001 to 2006, and is now an advocate for second-hand fashion. As part of their Make Nu Meets series, Oliver shares her life-long love of vintage and allows viewers a peek inside her eclectic wardrobe.
Through branching into editorial, Johnson and Marlow hope to create a community and spread the message outside of their current customer base. Acknowledging the importance of education as well as providing a service. “For the series we wanted to choose people who really encapsulate what we are about; passionate about the environment and investing in clothes that last,” says Marlow.
Marlow conducts the shoots and video interviews along with her team, and has recognised how it has been a game changer for spreading the word.
“It helps to tell the story. So many people are conscious of the environment and they want to make a difference. So we are just using this by getting these interesting people involved who have a voice,” Johnson adds.
Make Nu denim reworked
With championing the environment also comes the championing of those who are behind our clothes. They are a brand who shed light on what is often overshadowed in mainstream fashion, with workers often being paid next to nothing for their skills.
“All of our specialists are on a fair wage, we need to empower people with these skill sets”, states Johnson. Due to the sporadic nature of creative industries, artisans often have periods where work dries out – a space Johnson and Marlow have filled by offering an extra stream of income and the chance for freelance, ad-hoc work when needed.
Make Nu printed patches
A turn of a new year, comes new ambitions for Make Nu and all those involved. With plans to host more pop ups, so potential customers can meet and greet the artisans who mend their clothes, as well as continuing the Make Nu Meets series.
Johnson and Marlow are constantly on the hunt to find more ways to be heard. With a desire to get people to look inwards to what’s already there and a “ buy less, but buy better” ethos, Make Nu are doing their bit to allow customers to fall back in love with their wardrobes.
By Pia Brynteson
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