London-based brand started life as a side hustle. In 2019, it became a fully-fledged business, specialising in ’70s-inspired velour jumpsuits, which attracted famous fans including Mia Regan, Princess Nokia and Maya Jama, to name but a few. Founder Isabella Weatherby now has five years under her belt, with a loyal customer base, 146k (and counting), a Peachy Den Glastonbury cameo – Olivia Dean wore the Cindy set to perform last year – a temporary London store and an Adidas-sponsored football team in the pipeline (coming later this autumn).
“The brand is growing with me, we’re constantly refining our vision,” Weatherby tells British “The hero items that represented the brand in the earlier days don’t necessarily represent it today, but I look at that as a sign of growth, and that’s okay. I feel more proud of it now than I ever have done.” “It’s the people that make Peachy,” she explains of the community that the brand has amassed over the years.
As a small-scale label, Weatherby and her team have been granted exclusive access to the Peachy Den customer’s needs and wants, allowing them to shape future collections based on their demands and feedback. “I’ve learnt to trust my first instinct, my intuition,” she says. “It’s usually a feeling of overwhelming excitement.
If I see a new sample that I feel has all the ingredients to be a best-selling product, or hear an idea that is destined to create a special moment...
it’s quite hard to pinpoi.