Hypebeast Flea: Peachy Den

Originally started as a passion project, Peachy Den founder Isabella Weatherby’s clothing line has gone on to become one of the most exciting womenswear brands in the UK. Now, the London-based label’s Kernel jumpsuit, Mimi Cargo Bottoms, and Slinky Trousers are all certified best-sellers, worn by the likes of Bella Hadid, Olivia Rodrigo, and Kaia Gerber — and it’s easy to see why.

Every Peachy Den piece is inclusive, intricate, and straight-up sexy, with the brand evolving into a community-oriented platform, placing emphasis on friendship and fashion in 2023.

Check out our conversation with Peachy Den ahead of Hypebeast Flea below. Tickets to Hypebeast Flea are free! Don’t forget to sign up here now.

Explain your brand to people who may not know you yet.

Peachy is run by twelve women from our London office. We are so proud of our growing community around the world: without them, there is no us.

We have fun and we’re a little cheeky. We have always done things our way, not bound by archetypical fashion structures or seasons, rarely looking to the industry for inspiration, but rather to the women and creative community around us.

Celebrating the female form and versatility is at the forefront of our design process. There’s a Peachy silhouette for every mood and moment. We want our pieces to hit the spot long after the initial thrill wears off. No peachy piece is released without endless wear-testing from our team on all shapes and sizes: if we don’t all love it, we don’t make it, period.

Creating a space for our Peachy People to connect and hang out is at the heart of my brand. We opened our first Pop Up in Soho in 2021, and since then, we have popped up in Paris, Shoreditch, Covent Garden & Notting Hill.

If you had to sum it all up in three words; tongue-in-cheek ;)

What’s the journey been like from starting your brand, to where you are today?

Unconventional, to say the least — I studied politics and international relations at university and had no previous experience in fashion. Peachy started as a side hustle, shipping parcels in my lunch breaks, until finding the courage to dedicate my time fully in 2019.

The initial idea was simple; to create clothing that my friends and I wanted to wear. This intimate, friendly ethos of how the brand was born is integrated into the fabric of the company & carries through to how we approach everything & especially our community today.

We have built our story around mini capsule drops and continue to do so. Each drop has a limited number of units, meaning we do not overproduce and create waste. The Kernel Jumpsuit really put us on the map, we found something special there, and she was definitely our “viral moment.” It is vital to our success to continue to find these hero products year after year, most recently, we have had The Mimi Bottoms and The Kylie Set.

Peachy is a different beast now, it has grown from a one-woman show managing all aspects of the brand to a team of 12. My naivety, an initial blessing that granted me the courage to start Peachy Den, also has, at times, exposed my lack of experience, and I have learned some tough lessons along the way! That said, I truly believe this is still the beginning of our journey with Peachy, there is so much more to learn, to build on, and to explore.

Flea is going to be hosted for the first time in the UK. How does the UK’s creative community inspire you and your brand?

It has been my aim since day one to ensure that Peachy Den reflects its essence as a born and bred London brand. Championing London’s up-and-coming female creative talent has always played a huge part in this. From the muses we choose for our capsules to the models, stylists, and photographers we use for our campaign shoots, I’m so grateful to have worked with an abundance of British talent who bring our universe to life and have established who we are today.

For our recent campaigns, such as “In My Mimis,” we partnered with key figures within London creative community, such as Artist Slawn, Trippin founder Kesang & Model Zenobia, we captured them with their loved ones, wearing their Mimis in meaningful locations that represent each artists’ unique lifestyles.

What have you got planned at Hypebeast Flea?

A first IRL look at our Soft Tailoring & Transitional Nylon AW capsules.

What other vendors are you looking forward to checking out at Hypebeast Flea?

Angel’s Nailz and AGR Knit