Interview: How I Started My Fashion Business

Finding a gap in the market

Jane Faye runs Gaia Noir, a fashion business based in Glasgow that creates clothing and accessories for the alternative fashion community. Her product range includes custom dreadlocks, gothic and steampunk wear, and bespoke clothing pieces.

The alternative fashion market may seem niche, but it has grown steadily over the years. Jane spotted an opportunity to carve out her own space within it by focusing on sustainability. Few of her competitors were prioritising eco-friendly practices, which gave her a distinct selling point.

Her approach involves using recycled and organic materials, sourcing from Fair Trade suppliers, and reworking vintage garments into custom pieces. She also handles all the sewing herself, which means she can be certain about the working conditions behind every item she sells.

Getting started

Jane made the decision to start her business after finishing university. Like many graduates, she faced the question of what to do next. Rather than looking for employment elsewhere, she chose to build something of her own.

Starting a fashion business from scratch requires practical groundwork. This typically includes registering as self-employed or setting up a limited company, sorting out business banking, and understanding your tax obligations. HMRC provides guidance on registering a new business, and GOV.UK has information on the different business structures available.

For anyone working with physical products, there are also decisions to make about where to sell. Jane has built her customer base through online channels, which can reduce overheads compared to running a physical shop. Platforms like Etsy suit makers of handmade and alternative goods, though some sellers prefer their own website for more control over branding and fees.

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Building a sustainable brand

Sustainability has become a stronger selling point in fashion over recent years. Customers are often more aware of where their clothes come from and how they are made. For a small business, being able to trace your supply chain and explain your choices can help build trust.

Jane's commitment to ethical sourcing runs through everything she does:

• Using recycled fabrics and materials
• Choosing organic textiles where possible
• Working with Fair Trade suppliers
• Upcycling vintage items into new designs

This approach can limit some options. Sustainable materials may cost more or be harder to find in certain colours or weights. But for customers who share those values, the trade-off is part of the appeal.

Small-scale production also allows for customisation. Made-to-order pieces reduce waste and let customers get something tailored to their preferences. This works well in markets like alternative fashion, where individuality matters.

Lessons for new fashion businesses

Jane's experience highlights a few points that apply to many small fashion businesses. Finding a clear niche helps you stand out, especially in a crowded online marketplace. Combining two angles, such as alternative fashion and sustainability, can sharpen that focus further.

Handling production yourself keeps costs down in the early stages and gives you direct control over quality. As demand grows, this may become harder to maintain, and some businesses eventually outsource parts of the process. That is a decision each founder has to weigh up based on their capacity and priorities.

Marketing tends to rely heavily on social media for independent fashion labels. Platforms like Instagram suit visual products, and building a following takes time and consistency. Engaging with the community you are selling to, whether gothic, steampunk or another subculture, can help establish credibility.

Running a fashion business is not straightforward. Margins can be tight, competition is constant, and trends shift. But for those with a clear idea and the willingness to put in the work, it remains a realistic option. Jane's story shows that starting small, staying focused, and sticking to your values can lay the foundation for a business that lasts.