Inspiration:
Seven Peaks DPS Interview
Last week, I met up with Joe Winstanley, a young creative that launched 'District' with a couple of friends. A clothing company with an unusual focus on the community that it's born from. He has a passion for quality, and a determination to spread the word that taking pride in the environment can be as stylish as it is sustainable and wants to help you discover a natural space that you can call your own. We talked about the ethos of the brand, the inspirations behind it, and what lies in store for the future...
Joe Winstanley, taken in the heart of the Peak District, Stanage.
Hi Joe, first of all would you like to tell us a bit about yourself.
J – Well, I’m Joe Winstanley, and I’m 20 years old, and live in the village of Hathersage.
So how did District come about? Tell me a little bit about the process that led up to the unveiling.
J – So, I left to attend university, which meant moving to city life for the first time in 20 years, which I settled into but always had this feeling that it wasn’t what I expected. That quickly turned to the realisation that I was yearning to be back in the Peak District, and at the same time I was messing around trying to make a t-shirt company but had no real niche or direction for it. I came home for a bit, and then it instantly hit me that I could draw inspiration from the landscape, and I put a tweet out, as a joke, asking if anyone wanted to invest in a business. Alex replied, and I sent him a few mock-ups of the topography, and we started to refine it into the business. The business side of things is something I’d say is Alex’s strength.
What would you say is the defining ethos of the District? What's the message that you want to put out there.
J – The defining ethos is simply: Find your own space, and take pride in it. I guess this goes back to my childhood where me and my mates used to go up to our space and mess around all day because we had nothing better to do. This Is what I try to represent within the brand and designs. Whether you grew up round the Peak District or not this message can reign true within any fashion cult or young adult. It’s a movement to get young people out. To switch off the pressures of social media and higher education for some head space. I represent this through fashion because this is what allows me to feel good about myself.
So, we’ve heard a little about the brand, Tell me a what you’re most excited about with your S/S 18 summers collection.
J – To be honest I’m just excited about making clothes based on what we would like to wear, and seeing other people share that vision. As well as putting the Peak District out there as somewhere that isn’t a stagnating place of natural beauty, but an area that’s brimming with creativity and energy this is what we have tried to represent within this season.
I know on my Instagram and social media, reception was very positive for your debut drop late November 2017, did this reaction surprise you?
J – It’s been absolutely amazing; honestly amazing. We’re basing it on local pride, so obviously, we knew that most people, even if they didn’t like everything about us, would respect that message as something they believe in, but it’s just been overwhelming as far as support goes. I just want to take this opportunity to thank those people that have actually taken the time to visit our website, buy a piece from our collection, and help spread the word, because that’s what is driving District forward, and without that we wouldn’t be able to do what we love. The fact that people have invested their time, energy, and money in us is incredible. I think people realise that we’re not just a t-shirt company. We love the community, and that’s our focus, and the clothes and products we sell are really a by-product of what we stand for.
Who or what have you turned to for inspiration for District?
J – It has to be, for me anyway, between a company like Patagonia, and a company like Olive. That hybrid of appreciating the landscape, whilst retaining the fashionable aspect; rugged, durable, but still something you’d love to wear. We want motifs from the outdoors to create the fashion. We mostly go on what we would wear ourselves. If we don’t wear it, we don’t make it, and that’s an achievement in itself. It’s a company for us that other people recognise that personal aspect in and want to be involved in.
As well as that, someone who resonates a lot with me is somebody called David Hiut, who runs Hiut Denim; his company is so tight, community based, and shares the reason behind why I want to get into business. He wants to help people, so do I; if we wanted just a way to get rich quick, we wouldn’t be making a clothing brand.
Fantastic; it’s been a pleasure to speak to you Joe, and I’m sure we will be seeing some great pieces coming out on June 11th.
J – Yeah, it’s been awesome. I hope you enjoy this drop.
Be sure to check out districtlifestyle.co.uk as well as their Instagram for more information on the drop.
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