OUR STORY

Did you know that globally, 66% of Gen-Z and 46% of Millennials shop outside their assigned gender? With this in mind, Insert Self Here [ISH] was created to cater to a growing community of open minded people defying gender norms in fashion.

[ISH] is an inclusive, sustainable knitwear brand that empowers individuals to boldly express their true identities through fashion. We're all about breaking barriers and celebrating diverse expressions of gender fluidity with our exciting designs. But that's not all—sustainability and representation are the very foundation of the brand, stitched into every fibre, and guided by four essential pillars.

[ISH] is all about embracing audience involvement as a vital aspect that sets us apart, addressing underrepresentation and fostering inclusivity through brand and policy co-creation. We’re also eager to reinvest back into the industry and local communities with internships, scholarships, partnerships with charities on local, national and eventually global initiatives on representation and sustainability. Supporting individuals who have faced barriers in education and employment. I believe in giving back, nurturing talent both within the brand and throughout the community.

Putting the audience at the forefront of marketing materials is crucial. Each campaign highlights and celebrates the contributions of people who have been involved, whether through purchases, collaborations, or behind-the-scenes support. They are the true face of [ISH], and deserve to be recognised.

So, welcome to [ISH], where we combine creative design with sustainability and gender expression, and where we’re anything but ‘beigeic’.

CROWDFUNDING DONATION CREDITS

A huge thank you to everyone listed below that donated to my 2022 and/or 2023 crowdfunding campaigns. Their support meant the launch of [ISH] could not only happen, but also be successful at the same time! Thank you to everyone that has supported in other ways along the journey so far as well, this couldn’t be the success it is without all of you!

Abu K

Adam S

Adam W

Billy B

Chispa P

Ciaran O

Louise M

Lucy H

Lucy K

Manu P

Margot C

Maurice F

Colin W

Dahn N

Daniel CH

Daniel G

Daniel P

David B

Sam W

Simo C

Simon S

Steven H

Tad D

Teddy W

Deirdre R

Eneko I

Iain L

Jardine M

Jeremy T

Jev B

Nick R

Nigel G

Nikola K

Noemi S

Richard CH

Ryan C

Jo H

Johan H

John B

Joseph M

Julio M

Linus K

McCall M

Merina P

Mike B

Mike S

Mirren F

Nando PS

Check out some of the [ISH] 2023 official launch party photos. Photo credit: Dan Govan

Meet the founder

Fashion captured my attention around the age of 13, but my fascination with fabrics and textures had long since been a thing by then. As a child, I couldn't resist the draw of shimmering clothes and fabrics, hoarding them within a secret stash. It makes sense then that when I created my first garment at 14, I chose a sheer black fabric with scattered silver specks, adorned with yet more sheer chiffon - a nightmare in the making.

My nomadic upbringing only fuelled my magpie nature, nurturing a design process that draws inspiration from a multitude of sources, gathering fragments from diverse places to shape my creative ideas. Each project, garment, or knitting technique I undertake presents a unique approach. Often, I find inspiration emerges while immersed in the process of my current work—whether it's a design line, a knit sample, or a captivating play of light and colour, I find fresh inspiration in the making. From video game costumes to garden fences, I discover a wealth of creativity in unexpected places. For me, it all boils down to perspective—a single glance can reshape my entire interpretation.

Growing up, I lacked positive queer representation in real life and fiction, which meant I kept my creativity hidden, concealing parts of my identity and my passions. Now, pink washing in mainstream culture has become an increasing issue, highlighting the need for queer owned brands to support the community. Fashion trends often aim for gender neutrality to appeal to queer audiences, yet they reinforce the preference for masculinity, disregarding femininity and the diverse spectrum of gender expression.

[ISH] was born from a desire to combat this. Creating exciting, gender-inclusive knitwear for individuals seeking to express their identity. Through [ISH], I aim to provide a space where queer individuals can find joyous and authentic representation. Using knitwear, I’m challenging the act of using clothing to define gender. Combining various silhouettes and techniques to blur and reshape societal ideals regarding garments, all while maintaining sustainability throughout my creative process.

The brand pillars

The heartbeat and bond with the audience. A form of co-creation in response to their desires, creating a community that is encouraged to forge connections by showcasing the process stitched into each garment.

Embracing micro-manufacturing, reducing waste by avoiding excessive quantities. I prioritise domestic production, enabling closer oversight, and personally craft most prototypes.

Going beyond token gestures, demonstrating brand values through tangible actions and accessible evidence. Authentic representation amplifies the impact, honouring and celebrating our diverse audience.

Aligns with the marketing approach, promoting reasonable consumption. I manufacture in lower quantities, limit supply, and share compelling stories to encourage conscious value of each purchase.