B I N D I N G

BINDING is a British based company that is passionate about providing quality outerwear, primarily to the 40+ market that will !t the consumer’s life style,

wants and needs. BINDING aims to protect British industries by purchasing all of its fabrics from British mills. The BINDING muse is a woman who seeks out quality in her garments;

fabric provenance, heritage and composition are key in her mind. She feels the wools between her !ngers, she reads the label. She values design details that suit her busy

lifestyle, beautiful practicality is what make her clothes for her. Detachable layers allow her outerwears to move through the seasons with her, longevity is

something she values. She revels in the secret luxury, design just for her, fur lined pockets, fur warmers, a hidden indulgence without the unnecessary glamour or show.

The gentle colours, heritage tones of the yellows and greys and burst of bright orange in the BINDING collection provide her with a soft yet powerful armour against the world, she

wraps her self in draping, cocoon like garments that empower and protect her against the elements.

B I N D I N G

B I N D I N GThe BINDING big coatAW13

B I N D I N GOur exhibition spaces...

B I N D I N GOuterwearCoats

Jackets

Waisrcoats

WorkwearTrousers

Dresses

Suits

Shirts

CasualsTshirts

Vests

Accessories Large bags

Bags

Purses

“Older women want fashion and they want to look good. The adjustments required to take ac-count of their needs may be very small – such as another few centimetres on a skirt length – but

they can make all the di!erence to a sale and potential return visits.”

- MINTEL REPORT-Womenswear Retailing - UK - July 2008

“There is the opportunity represented by growing numbers of over- 45s who feel their needs are not being fully met. There is already unexploited potential here, and this pool will grow larger as

the population balance shifts.”

- MINTEL REPORT-Womenswear Retailing - UK - July 2008

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Like many modern businesses BINDING’s retail operates purely online, however unlike existing businesses BINDING o!ers the consumer the opportunity to experience the clothing before buying it. BINDING will hold exhibitions of its collections in the buildings that inspired their creation. The National Trust and English Heritage buildings and art galleries will make beautiful back drops for the BINDING collection. Consumers will be able to buy that day at the exhibition spaces or in the comfort of their own homes, through BINDING’s online presence. Either way, beautifully packaged garments will be delivered to their homes or workplaces within 24 hours. “Compared to the younger generation, the over-55s are more likely to use technology as a functional tool rather than a source of recreation.”MINTEL REPORT-Technology and the Over-55s - UK - July 2011

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Hidden and exposed layers developed, inspired by birds folded wings, piles of book.

Rounded shapes grown from the form of a bird pu!ed up against the cold.

These concepts make up the identity of her coat.

B I N D I N G

Fabric one -­ Chosen for it’s quality, as this is important to the BINDING consumer and its British provenance. Made in Britain. Luxury tweed, soft and draping. 86% cotton 9% viscose 5% nylon. Colour mix of a lemon, a paler lemon and a cream.

Usage in the BINDING collection-­ Fabric 001 is to be used as a shell fabric, making up the main body of the outerwear garments. This means the fabric takes up a large percentage of garments and is highly visible. This could be used for coats, capes and jackets.

Supplier/vendor -­ Linton tweed LTD, Carlisle, Cumbria, Britain.Metres purchased -­ 6 metersCost per metre -­ £22

Colour reference from inspirational colour board -­

Image of fabric used in garment -­

Sample of fabric 001 B I N D I N G

Fabric two-­ Chosen for it’s quality, as this is important to the BINDING consumer and its British provenance. A luxury British wool. A vibrant, yet burnt orange, no pattern. Very soft and drapeable. 100% wool.

Usage in the BINDING collection -­ Fabric 002 will be used both for the main fabric of the non outerwear garments, such as the BINDING dress, and for small highlight colours on the outerwear’s. Small pattern pieces of this luxury orange fabric will peek out from the edges of the garments, contrasting with the soft lemon.

Supplier/vendor -­ Joshua Ellis, Batley, BritainMetres purchased -­ 6Cost per metre -­ £15

Colour reference for fabrics -­

Sample of fabric 002

Image of fabric used in garment -­

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The BINDING consumer believes in

investing in quality products, fabric is key to delivering this quality.

As BINDING believes in supporting

British companies, the fabric millsthat produce it’s wools and tweeds for

its outerwears are of course within

British shores. The selected fabric should be rich in texture,

luxurious to the touch andmade of quality fibres. The fabrics

should have a gentle drape that forms the drop-­like, overlarge,nature of the outerwears.

B I N D I N GFabric three-­ Chosen for its quality, as this is important to the BINDING consumer and its British provenance. Ash grey, soft and fluffy textured mohair fabric, has a gentle drape. A perfect neutral colour to sit along side the brighter, more vibrant colours in the BINDING collection. Wool, cashmere mix. Made in Britain.

Usage in the BINDING collection -­ Fabric 003 is ash grey, super soft fabric;; will predominantly be used inside the outerwears. A secret luxury. Small sections of the fabric may poke out from the outerwear’s opening.

Colour reference for fabrics -­ Image of fabric used in garment -­

Sample of fabric 003

Supplier/vendor -­ Joshua Ellis, Batley, BritainMetres purchased -­ 2Cost per metre -­ £15

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B I N D I N GFabric four-­ Chosen for its quality, as this is important to the BINDING consumer and its British provenance. Ash grey, soft and similar to fabric 003 but with a smoother texture. This fabric has a gentle drape. A perfect neutral colour to sit along side the brighter, more vibrant colours in the BINDING collection. Wool, cashmere mix. Made in Britain.

Usage in the BINDING collection -­ Fabric 004 is ash grey, super soft fabric;; will predominantly be used inside the outerwears. A secret luxury. Small sections of the fabric may poke out from the outerwear’s

Colour reference for fabrics -­ Image of fabric used in garment -­

Sample of fabric 004

Supplier/vendor -­ Joshua Ellis, Batley, BritainMetres purchased -­ 2Cost per metre -­ £15

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B I N D I N G

Fabric five-­ Chosen for it’s quality, as this is important to the BINDING consumer.

Usage in the BINDING collection-­

Supplier/vendor -­ Meters purchased -­Cost per meter -­

Colour reference for fabrics -­ Image of fabric used in garment -­

Sample of fabric 005 B I N D I N G

Fabric 005 -­ Chosen for it’s quality, as this is important to the BINDING consumer and its British provenance. Made in Britain. Luxury tweed, soft and with some drape. 100% wool. Colour mix of a lemon, a bolder yellow lemon, cream and dots of orange.

Usage in the BINDING collection-­ Fabric 005 is to used to the same way as fabric 001 as a shell fabric, making up the main body of the outerwear garments. This means the fabric takes up a large percentage of garments and is highly visible. This could be used for coats, capes and jackets.

Supplier/vendor -­ The cloth house, Britain.Metres purchased -­ 4 metresCost per metre -­ £32

Colour reference from inspirational colour board -­

Image of fabric used in garment -­

Sample of fabric 005

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The BINDING outerwear will be half

lined. The exposed seams will be

bound. Above is a garments from high-­

street brand COS, this contrast binding

is something I have emulated with this

sample. Moving forward I will bind in a

less contrasting way, while still using a

different shade from the self-­fabric. For

example binding a lemon coat beige

bias binding.

Finshing of seams . . .

B I N D I N G

Branding . . . All branding, website, tags, swing tags, paper shopping bags, should all look and feel like the BINDING company. As the BINDING brand’s primary target consumer is a 35+ working woman the brand should represent this. This means that the shopping process should be made as smooth and pleasant as this customer would expect. Tags clearly display the provenance of fabric, as this is so essential in reassuring the consumer of the quality of the product she is buying into. The BINDING logo is clean and simple. The logo is present throughout the branding of BINDING and is therefore vital to the ethos and presentation of the brand. All garments will have the logo present on an inner tag. The logo will also be the opening page to the BINDING website.

Typically fur shouts its presence when used in a garment design, however BINDING’s outerwear uses fur as a way to whisper quality. The designs of the garments are predominately wools, only glimpses of the fur can be seem, a small lapel, an inner warmer that peeks so gentle from the seams of the coat can only just be seen. Research into BINDING’s target consumer indicates this is something they are much more likely to invest in. She wants to be assured of the quality of her purchase whilst remaining timeless and chic. “A majority of adults (82%) claim to make their clothes last - we think the dispos-able fashion trend could have peaked and 2011 may see shoppers reassessing value for money and putting more emphasis on sustainability, integrity and durability of clothing.” (‘Mintel Report- (October 2010) – ‘Clothing Retailing, UK) Fur and wool last in a woman’s wardrobe, making her BINDING outerwear a piece that she can rely on for many years.

Use of sustainable fur inspired by stags spotted backs . . .

Detatchable components . . .

. . . for beautiful functionality.

Warmer-like sections are detatch-able from the main boady of the garment allowing the garment to travel through a number of sea-sons. These removal section will also change the look of the pieces. When removed the garment becomes less bulky and less com-plex and the layering aesthertic is removed.

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B I N D I N G

marybinding@gmail.com