46/ P E O P L E wwb-online.co.uk
The Last Word with... Holly Allenby, founder of ethical online store The-Acey dictionary means ‘a girl that thinks differently and does her own thing’, which is rather fitting. What brands and products do you stock? We stock over 30 brands across womenswear and lifestyle goods. All our designers are trying to reduce their social and environmental impact without sacrificing style. How has the feedback been to your store? What kind of clientele do you attract? I’m so happy when I hear women say, “I’ve been looking for a store like this that gives me options to buy contemporary clothing that’s consciously created,” as that’s exactly what I set out to do. We have a growing worldwide customer base which is also something I always wanted, hence being an online store. Why is ethical fashion important to you? I honestly see ‘ethical fashion’ as simply the way clothing should be produced. The term ‘ethical fashion’ only exists as the industry has turned into an unethical operation, that has seen the clothing industry become the second most polluting sector behind oil. It is absolutely a growing concern for customers, which will ultimately drive change in the big brands. What is your background? I have always been in the clothing industry, starting on the shop floor of Harvey Nichols to wholesale at Temperley, then marketing manager at Toms. I didn’t realise at the time, but working in various departments of the industry ultimately gave me the confidence and understanding to start my own business. Working for the incredible Toms was an eye-opener into how a for-profit business can give back through a commercially viable product. What inspired the launch of The-Acey? I founded The-Acey at the end of 2014 on the back of discovering some innovative brands that operated with integrity. This triggered my search for more likeminded brands that were creating great products without compromising on ethics or aesthetics. I basically set The-Acey up for people like me who love contemporary clothing and want to shop more mindfully. Where does the name of the site come from? Our name The-Acey evolved from the word ‘legacy’ and it just so happens that ‘Acey’ in the urban
Who or what inspires you with regards to your work? The need for change in the industry inspires me everyday. What are your plans for the store going forward? I want to solidify The-Acey as the go-to destination for style with purpose. Going into our third year it’s paramount that we become proactive, not reactive as a business and I plan on doing this by building our team. We will continue to host a bi-annual bricks and mortar space as I believe it’s important to have a physical touch point with customers in this very digital era.
How do you unwind? I go for a walk with my friend Betty in Victoria Park most mornings, which is a good way to start to day. If I really need to unwind I’ll head back to my hometown of Hull in East Yorkshire for a weekend in the countryside with family. What are the three things on your bucket list? Mainly travel! I am dying to go to Japan, to see first-hand how they turn something simple into something beautiful. I’ve never been to New York, I must go this year. There’s talk of doing a trek in the Himalayas towards the end of the year which would be a tick off the list. What is your secret talent? Secrets are for keeping! What’s the best piece of business advice you’ve ever been given? It may sound a bit cliched but Blake Mycoskie, the founder of my ex-employer Toms, champions the motto ‘Start something that matters’, and this really resonates with me. How would you sum up your style? Contemporary – and I always bear function in mind; feeling comfortable and confident is key when running your own business. I have always worn my clothes to death and I still do, dressing them up and down.