Collection #1 - Launched at London Fashion Week as part of Jimmy Choo Academy's MA presentation show 16/09/24

"HAME"

ABOUT

"HAME" explores the flamboyant subculture that exists within Scottish working-class communities. Each piece is a tribute to the people and communities that shaped founder, Robyn Green's upbringing in Dundee. Through this collection, as a brand, we hope to start a conversation about the strength and creativity of working-class communities, especially within Scotland. The eclectic collection features six ready-to-wear menswear looks, each inspired by a different individual - every piece reflects the unique influence of these people, capturing the spirit and stories that have shaped both Robyn's journey and the collection itself.


“Creating this collection has been an incredible experience—both fun and deeply personal. As a creative from Scotland’s with a working-class upbringing, I felt a strong responsibility to represent where I come from and challenge the stereotypes often associated with our communities. "HAME" is a reflection of my journey so far, blending personal memories with fashion to create something meaningful. Each piece is a tribute to the people and communities that shaped me.


Through this collection, I hope to start a conversation about the strength and creativity of working-class communities, especially within Scotland. I am deeply grateful for the support of the people who have believed in me and this vision. This collection is as much theirs as it is mines."

COLLABORATIONS

Due to our debut collection being deeply inspired by Scottish working-class culture,
our collaboration with Scottish poet Mark Richardson was a great success. Each piece weaves together fashion, subculture, community and humour  to celebrate resilience and pride. Through Mark’s tongue-in-cheek writing evocative poetry and our shared vision, we bring the spirit of Scotland’s everyday life to the runway, capturing stories and memories in every verse.




@mark_richardson_street_poet

We were thrilled to collaborate with Dundee Sole, who generously provided a curated selection of their Adidas shoe collection for our runway show. The trainers not only added an authentic edge but perfectly complemented each look, creating a cohesive blend of streetwear and working-class nostalgia. Dundee Sole’s commitment to sourcing iconic footwear aligns seamlessly with our vision of celebrating the spirit of Scottish subculture—making them an ideal partner to bring our collection to life. The trainers weren’t just an accessory; they underscored our collection’s ethos, grounding each outfit with a sense of raw, urban authenticity.



@dundeesole

We were fortunate to collaborate with the incredibly talented Ava Gourlay, founder of the knitwear brand 'AvaGKnits,' who crafted couple of bespoke knitted pieces for our collection. Her expert craftsmanship and unique design sensibility brought an added layer of texture, perfectly aligning with our collection’s celebration of Scottish creatives. Ava’s ability to blend traditional knitting techniques with a modern edge made her a natural fit for our vision, adding depth to the garments while staying true to our nostalgic yet contemporary aesthetic.



@avag_knits

To further elevate the atmosphere of our runway show, we paired Mark Richardson’s evocative poetry with an electrifying soundtrack. The talented DJ Kerr Darling brought this vision to life, producing a custom beat and seamlessly blending it with the spoken word. The result was a powerful fusion of sound and storytelling, transforming the runway into a captivating experience that truly resonated with the audience. Kerr’s flawless mixing added another layer of energy, making the performance an unforgettable highlight of the show.



@ourlittledarlings @kerrdaarling

SPONSORSHIPS AND CHARITY WORK

AULD HAG

We were delighted to be sponsored by "Auld Hag," the Scottish deli based in London, who generously provided us with Tennents Lager for our runway show. Incorporating the iconic Scottish lager added a playful yet authentic touch, allowing our models to embody the spirit of working-class culture as they walked the runway. This collaboration blended fashion with a sense of community and celebration, making the show feel both refreshing and true to our Scottish-inspired aesthetic.


@auldhag_


ANDY'S MAN CLUB

We were truly honored to collaborate with Andy’s Man Club, a charity that holds deep personal significance for us. The organisation focuses on breaking the stigma surrounding men’s mental health by providing a safe space for men to openly discuss their struggles. Partnering with them felt like a natural extension of our mission to uplift and support the community. Through this collaboration, we not only raised awareness but also managed to exceed our fundraising goal, raising more than double our original target. It was a powerful reminder of the impact we can achieve together for such a vital cause.

@andysmanclubuk