The National | August 2016
Pop-up independent lifestyle retailer Weareponymous quit Glasgow's style mile
SCOTTISH independent lifestyle retailer, Wear Eponymous are saying goodbye to Glasgow’s style-mile with exciting plans to expand their online platform. Wear Eponymous was founded in 2013 by Alan Armitage and Elaine Burns, two Scottish creatives with backgrounds in fashion and corporate IT. Supporting local, national and international designers, Wear Eponymous are dedicated to showcasing high quality, luxury products which are both independently designed and ethically manufactured.
Retailing on the high street comes at a costly price, particularly for independent designers, something the label itself is very familiar with. Wear Eponymous therefore aim to combat this difficulty. The brand is committed to providing a platform for designers to sell their products, as well as creating a community to collaborate with and support.
Originally an online only platform, the brand have opened stores for limited periods of time. They graced Glasgow’s fashion hubs offering pop-up concept stores at the Fort and, most recently, Princes Square on Scotland’s style mile. Unsurprisingly, Wear Eponymous were extremely well received, so much so, they’re initial four month pop-up in Princes Square turned into a nine month residence.
The recent announcement to close their Princes Square pop-up may come as a surprise to many, however, co-founders Armitage and Burns never intended to stay on the style mile. Creative director Burns says: “Coming off the high street was always our plan as soon as we got on it!” Attention will, instead, be directed towards their ever expanding e-store.
Wear Eponymous’s online platform has always been their unique selling point. The brand has huge plans to grow their offering on a world-wide basis with brands from Canada and Eastern and Southern Europe recently joining their incredible list of independent designers. Diverting attention back to their online offering will also present the opportunity for Scottish brands to attract a larger international audience. Co-founder Armitage says: “Now we will continue to develop our outreach platform. Showcasing independent brands from Scotland, alongside brands from the rest of Europe and as far afield as Canada. Building a network of these businesses and cultivating consumer buying attitudes to think more independently is something that we wish to explore worldwide.
Online allows us to do this as there are no geographic barriers. I do not think the British high street is dead, but when it is increasingly difficult for smaller brands with great products to break through – then you have to look at other options. I think our platform fills this gap.” www.weareponymous.com