The Entrepreneurs How to turn industry know-how into a business
Feb 5, 2025
Pip Durrell, Founder and CEO of With Nothing Underneath, shares her inspiring journey from magazine editor to launching a successful women's shirt brand focused on versatility. Natalie Theodosi, Monocle's fashion director, discusses the latest trends from Milan, highlighting the balance between traditional styles and innovative female designers. They explore the evolving fashion landscape, emphasizing the importance of sustainability and independent brands in a shifting market, while maintaining authenticity and community engagement.
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Casual Brand Start-Up Story
- Pip Durrell began her womenswear brand while working full time and without a formal business plan.
- She sold her first shirts casually and grew the business organically from a personal passion.
Timeless Appeal of Shirts
- Shirts have wide appeal because they allow individual style variations and are not bound by trends.
- This versatility makes womenswear shirting a timeless and inclusive category to explore.
Inspired by Menswear Strategy
- Pip adopted the menswear approach to shirting by offering diverse styles and materials tailored for women.
- She ran the company solo for three years, growing it steadily before hiring employees.