Phil James: The future of retail is a dual offering and more tactile experiences
The founder of UK-based independent retailer &Sons says working with pioneering fabric suppliers is vital, and the brand’s ties with denim enthusiasts are fundamental to its success
Can you tell us a little about how &Sons started and the ethos?
I was an advertising photographer and I was into denim and a workwear style, but I was ordering from 10 different websites to get the look I was after, which was frustrating. I figured there must be more creative industry people like me, who wanted to look cool but also have practical, hardwearing clothing that was also flexible and comfortable when working or socialising.
The balance was to design layers I could wear on a shoot but would feel equally comfortable in if I was showing my folio to an agency. This was the concept behind starting &Sons. Our ethos is still the same six years later: hardwearing, lost lasting, investment pieces and layer combinations that make people feel and look good. Clothes are a form of self-expression and they can actually raise your self-esteem and in turn, your mental health can improve – this is extremely important to us.
What are the biggest challenges for the independent retail sector? How did the pandemic affect things?
There was obviously a huge shift to online shopping as the pandemic hit and physical stores closed. It really did polarise e-commerce and we expanded massively as a result of this. Weirdly, as many brands left the high street, we decided to open our first physical store in the second lockdown. We saw an opportunity of cheaper rent and flexible lease terms with the idea that people would want a choice of shopping online and also a physical store that could add an ‘experiential’ side to retail and allow us to add some ’theatre’ to our brand. Thankfully, it has been a huge success. I see this as the future of retail – a dual offering with benefits that overlap and the physical offering more of a tactile experience than ever before.
How do you create a bond with your customers, and what do they value most?
We focus heavily on customer service and unlike a lot of big brands, we see it as massively important to our brand and our amazing customers. We offer online chat with real people 22 hours of each day, seven days a week. We have employees in different countries to cover the time zones and like the idea that we can chat with like-minded people in a friendly way about our clothing but also many other subjects, just like you would with a friend. This has been fundamental in creating a passionate following and a tangible bond with our customers.
In terms of the jeans and denim jackets for your own brand, can you tell us how you choose your suppliers and fabrics?
We love denim and we are very passionate about who we partner with. We have been working with Isko denim from very early on as they are pioneering new techniques and processes that have less impact on the environment and use recycling wherever possible.
We used their ‘anti bac’ selvedge denim on our New Frontier jeans and these jeans have been very popular. We are now working alongside them on some new ideas for the future as they are very much at the forefront of innovation and sustainability in denim.
You’re partnering with Indigo Invitational, a denim fades competition. How do your ties with the “denim-head” community and enthusiasts fit into the business?
Indigo invitational is a celebration of quality garments. It encourages people to wear one pair of jeans for an entire year. This challenge is the very essence of slow fashion. It aligns with the principles of &Sons: encourage people to invest in well-made, timeless clothes that are built to last. We also believe that clothes should express someone's personality, and what better way than to create unique fades in a pair of jeans?
It's incredible to be part of the 'denim-head' community, and I believe it's a testament to our obsession with quality. Denim enthusiasts are discerning individuals who expect the very best from the brands they support, so we feel honoured to be included amongst some of the greatest makers in the world.
