Resisting the trend cycle: how &SONS scales on timeless design

On this episode of Talking Shop we are joined by Phil James, founder and Creative Director of the contemporary heritage clothing brand &SONS. Phil began his career behind the lens as a commercial advertising photographer, working with global brands to hone a distinct visual language. But in 2016, he decided to step out from behind the camera to build a brand of his own. Today, we’re discussing what it means to approach the fashion industry as a self-taught outsider, and the reality of moving from a world where you control the final visual image to one dictated by physical supply chains. We also delve into how &SONS is navigating a tough trading environment with soaring production costs, how to resist the pressure to chase short-term trends, and the actual operational difference between managing a transactional customer base and fostering a true global community.