Press Day at Stella McCartney’s Old Bond Street store was one of those rare moments where we found ourselves standing still, wondering how this had become our life. Fevvers has already stepped onto the Paris runway, but seeing the garments up close again – in a calm, bright space rather than backstage chaos – brought a different kind of energy.
What surprised us most wasn’t just the display. It was the reactions.
Journalists and influencers leaned in, touched the material, paused for a moment… and then broke into a grin. That quiet beat before the smile – the second when curiosity turns into recognition – was the real thrill. You can tell when someone is genuinely seeing something new.
We also had the chance to meet Brett and Scott Staniland for the first time – twins, models, and influential sustainability advocates who have spent years challenging how the fashion industry operates. They began pushing for better practices long before most brands were ready to engage, speaking openly about the spectrum of sustainable fashion and the importance of helping people find their own wins – shopping less, buying better, repairing more, and ultimately consuming less. Meeting voices like theirs – motivated, informed and unafraid to hold the sector accountable – reminded us of the kind of company we want to keep.
Instagram: https://www.instagram.com/twinbrett/
Instagram: https://www.instagram.com/twinscott/
We also had time to reconnect with Aldo Sollazzo from PURE.TECH. We’d met briefly before, but this was the first chance to talk properly. His openness reminded us of something we keep noticing across this space: founders who share what they know, offer straight advice and approach innovation without ego. No gatekeeping, just encouragement from someone walking their own version of the path. A huge thank you to Aldo for that.
And, of course, respect to Stella McCartney’s press team. Days like this make it clear what it means to debut with a house that takes innovation seriously. There’s an entire engine behind the scenes – thoughtful, exacting, grounded in values – making every moment feel effortless for the people walking through the door. Being part of that machinery is something we don’t take lightly.
Press Day didn’t feel like a showcase. It felt like a point of connection – with the industry, with other changemakers, and with people who humbled us with honest reactions and genuine interest.
Another memorable day, and another small step in bringing this material into the world.
