Five minutes with... Pocket London


Earlier this week I had the pleasure of interviewing Louise Thompson and Edward Page, the creative vision behind London's newest denim label, Pocket London by Max De Courcy. Pocket London is a denim brand that aims to provide something a little different.

You may recognise Louise's name from E4's hit reality TV show, Made In Chelsea.This is certainly not the first time we've seen a cast member go down the design route. Oliver Proudlock's contemporary t-shirt brand Serge De Nimes has become hugely successful as a result of him starring in the show. Marketing a brand by using yourself as a promotional tool is really quite clever. But the question I keep wanting to ask is how sustainable this business model can be. Once the five minutes of fame runs out, will there be more to a brand than just a famous face? Louise and Edward seem to think so...






What made you decide to create a brand focused on denim?

Edward - The British market tends to be saturated with American jean brands, there are not many
British labels that are both affordable and stylish. With our target demographic being 20 - 35 I was
keen to start a brand that would be able to bridge the gap between high street and designer prices
yet would still be edgy and stylish.
Louise – As Edward mentioned, in Britain we tend to have a lot of American brands on the market.
British people have their own inimitable sense of style and we were keen to reflect that within the
brand. We wanted Pocket to exemplify the unique and edgy ‘London Girl’ style and have a truly
British brand.

Louise - you have forged a successful career for yourself as a star in Made In Chelsea, what made you decide to turn your attention to creating a jeans brand?

Louise – I love starring in Made in Chelsea and am thankful for all the opportunities it has provided me, yet I knew that I always wanted to follow my dream of working within fashion. Edward approached me as he knew how passionate I am about it and we just sat together one afternoon discussing our hopes for the future and what we wanted to do and from there the idea of Pocket was born! We both thought that we would work well together, each bringing our own skill sets and
influences.




What/Who has been the biggest inspiration behind your first collection?

Edward – With our first collection we really wanted to get the idea of our ‘Pocket’ out there – that
the contrasting colour pocket would act as our branding and really make the jeans noticeable and
standout, and hopefully in time will become iconic. We tried out a lot of different ideas until we
came to our ‘pocket.’ Like Louise said earlier we wanted our brand to be cool and edgy, and to really
reflect the amazing sense of style that British people are famous for! So I guess our inspiration would
be the iconic ‘London Girl’ – who has an incredible sense of style and isn’t afraid to experiment and
mix things up! Something that we definitely did whilst coming up with the collection!

Who would you most like to see wearing a pair of Pocket London jeans?
Louise – I think they should be a necessity in every wardrobe – we want to see lots of girls rocking a pair of their Pocket jeans!! Celebrity wise though, I think Alexa Chung always looks impeccable and
think they would really suit her style.
Edward – I love Cara Delevingne and would be delighted to see her in a pair. I also think Jennifer
Lawrence and Emma Watson would definitely look hot in a pair!

What would you wear with a pair of Pocket London jeans?
Louise – I wear my jeans both going out and also on just lazy days. So if I was going out I would wear
with a pair of amazing heels, maybe a pair from Giuseppe Zanotti with a simple top and a statement necklace from Mawi and really just let the jeans stand out for themselves. When I am wearing them
during the day I tend to wear with just wedge trainers, I love the ones from Ash, and either a Pocket
London t-shirt or a simple blouse.


Give us a day in the life of the creative eyes behind Pocket London…
Edward – As both Louise and I are still studying at university, it is a matter of juggling everything at the moment! I tend to get up, answer any emails and then head to uni. I am always available so taking calls/ emails etc. even whilst I’m at the library! I have a notebook that I always carry round with me also so if I get any inspiration when I’m out, that I can just jot it down.
Louise – Ed and I will try and get together a couple of days a week to try and brainstorm for ideas, go over sketches and ideas and keep the brand moving. Once we finish university we will both be able to devote our time completely to Pocket, which will be fantastic!


Shop online at Pocket London


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