The British brand Troy London enjoys a who’s who following; everyone from HRH Duchess of Cambridge, Kate Middleton, to Poppy Delevingne, reaches for one of their timeless jackets or blouses to infuse their style with that classic countryside chic.
Founded by the English sister duo Rosie van Cutsem and Lucia Ruck Keene, Troy London has carved out a space in the fashion industry so iconic that it seems to have been there all along. Completely dedicated to Great Britain, they show their national pride by ensuring that every garment is fully made in the UK. It’s a non-negotiable brand ethos that has taken the sister’s to the highs and lows of running fashion brand, but, ultimately the ladies would have never chosen another way. Their high standards have created a special collection that is distinctively British.
The kind of commitment that they have for the land that has given them so much has grown to extend abroad in a passion for conservationism. Recently, TROY has collaborated with the founder’s of SUJÁN, Anjali and Jaisal Singh, who have a family legacy of conservation and through the creation of their boutique hotel brand they have created a positive impact, sustainable tourism model, sharing with their guests the most authentic travel experiences in unique areas of the Rajasthan wilderness, which benefit local communities as well as play a role in preserving indigenous wildlife and their habitats.
They have created a special-edition safari jacket to help raise awareness and join forces to help protect India’s wilderness. Both brands share many of the same core values and passions. This limited-edition piece has been designed and made in England, using the finest craftsmanship and quality materials.
We had the opportunity to chat with Rosie van Cutsem, about their brand and conservation efforts.
How does your brand achieve its classic British aesthetics?
Our TROY designs are inspired by the clothes Lucia and I have seen and worn growing up on long walks and rainy picnics here in Great Britain, from waterproof layers to soft fair isle jumpers. We develop each piece with a desire to create well-made designs that feel uniquely special as well as being equipped for all weathers or layered up for warmth. We also draw on heritage styles we have collected in thrift shops or been given by our grandparents and reimagine them to fit the stylish modern wardrobe, with a distinctly British flair.
Committing to being a fully “Made in England” brand must be a point of pride but also must have presented challenges. What challenges did you find and how were you able to overcome them?
Making our entire collection in Great Britain has indeed been a challenge – many even said it would be impossible… the costs too high and the minimums too hefty. We have found, through networking and introductions, there to be a fantastic bank of craftsmanship and expertise across the country. We seek these experts out and they in turn rely on brands such as ours to keep their industry alive in the face of cheap competition from abroad. Britain has a rich heritage in creating beautiful fabrics and clothes and we are happy to be a part of supporting these industries, from seamstresses to leather smiths and waterproofing experts.
How did your exciting collaboration with SUJÁN come about?
Many moons ago I travelled to Rajasthan and met the founder and owner of the SUJAN luxury tented camps and was inspired by their commitment to the rewilding of their staggeringly beautiful estate in India. Their conservation activities have expanded significantly since, spanning tiger and leopard protection, the planting of trees and support of local communities. It was through mutual friendships that we were reintroduced last year and decided to collaborate to co-design a special edition of our safari style jacket, The Tracker Jacket, with red trims and binding harking to the vibrant turbans worn in their district, and donating £50 of every jacket sale to their conservation initiatives.
Has conservation always been important to you?
Growing up in the countryside, Lucia and I have always seen close at hand the changing seasons in nature, and feel passionately that this must be conserved for future generations. The mental and physical benefits from time in the fresh air, whether mountain climbing or a gentle beach walk, is undeniable and we have all felt this keenly through the lock-down months. The precious habitats and wild spaces must be actively conserved and we can all make a difference with how we live day to day as well as with grander initiatives.
Among your fans you have a Royal following. What do you think draws them to your brand?
We have been very fortunate with the wonderful, stylish people around the world who enjoy wearing our designs, and this is a constant source of encouragement as we continue to grow the brand and build the business. The British-made angle is very unusual and this has attracted many people to support us as we are trying to succeed where others have moved to less-costly, overseas manufacturers.
How are you able to create a style that is just as comfortable in the city as in the countryside?
The versatility of our styles is a constant design challenge. We want our designs to be as suited to the city commute as the country dog walk, streamlining the wearer’s wardrobe so that less pieces will tick all the boxes and carry them from season to season. With the launch of our menswear collection this has been a continued focus, combining performance with style with each piece.
Bringing your British brand transatlantic is a big step. How has America welcomed your style?
We have always enjoyed a loyal following in the US and this has grown very organically. We visited the east coast in fall 2019 and met many wonderful people who greeted our story and designs with fantastic enthusiasm. This has spurred us on through the pandemic to continue to engage with our following across the pond and design pieces that give them a little slice of British style for their adventures around the world.
Where can people find your collection in the USA?
We are currently scheduling a host of trunk shows in the west coast of the US with the support of our friends and clients there. Our designs remain available internationally with express delivery through our website www.troylondon.com
What trends do you love for the fall/winter season?
We love the trends of quilting and puffer coats, and embracing the drive to use more sustainable fabrics such as our 85% recycled faux down wadding (The Longline Puffer Coat). That said, while we love to reference contemporary design as we are not trend-driven, preferring to design classics to endure the fads of fast fashion and remain treasured staples for years.
TO EXPLORE THE FULL COLLECTION VISIT: TROY LONDON
TO EXPORE THE SUJÁN CONSERVATION EFFORTS AND RESORT VISIT: SUJÁN
PHOTO CREDITS: by Nicole Hains