Cast your minds back to last summer, and you'll no doubt recall that a certain pair of leopard print cargo jeans had every fashion girlie going (us included) in a collective chokehold. “Our Leopard Cargo jeans really did go viral,” says Emma Hill, founder of London label Damson Madder. That's putting it lightly – after selling out almost instantly, the brand had over 45,000 people sign up for restock notifications. “I'd like to think we had a part to play in the rise of the leopard print fashion trend last year as our cargos and leopard Tilly gilet both went viral.”
Such success didn't come overnight. The British brand launched in 2020, just a week before the country went into national lockdown. “It was incredible to finally see the brand come to life after 18 months of hard work. However, when lockdown hit, it was such a huge shock,” Hill reflects. “The first year was a real challenge with no attention on the brand. Eventually, online sales started to slowly pick up. We had to dig deep and keep going – and I’m so glad that we did!”
Hill has a knack for knowing what the internet’s It-girls want: vintage-inspired plaid milkmaid dresses bedecked with bows, XXL leopard-print collars and Scandi-style quilted gilets are all ferociously popular with celebrities (hi, Anya Taylor-Joy!), fashion editors and influencers, who love to post their coveted buys on social media.
Hill was inspired to start the brand after witnessing worrying practices elsewhere in the fashion industry, such as pushing factories for unachievable prices. Instead, Hill’s female-led team designs 15 to 35-piece collections in London and only produces 100 to 350 items per style to minimise waste. The small-batch drops with high demand mean quick sell-outs. And despite the brand’s sustainable practices, prices still hover between £40 and £160, so springing for a stylish payday treat is within reach for young professionals.
Shop our current fave Damson Madder pieces:
Damson Madder Dion Cargo Leopard Print Jeans
“We hope to go some small way to democratise the responsible fashion market, so it’s crucial that our customers can afford to shop sustainably. That’s part of Damson’s DNA. We provide a level of design and quality that is not available at such accessible prices anywhere else.”
Responsible fibres are at the forefront of design too, with 71% of cotton was 100% organic in the brand's AW24 collection, and that will increase to 84% for SS25. Similarly, for AW25, Damson Madder is already in the process of moving to all natural knitwear bases working with 100% responsible wool.
“We also make our garments as functional as possible, including multiway and reversible options to increase longevity,” Hill details. “Sustainability is an ongoing journey for us that demands continuous adaptation and commitment, and is something that will always be at the forefront as the brand grows.” In an industry rife with greenwashing, Damson Madder actually has the receipts to support its sustainable credentials.
So, as Damson Madder celebrates its fifth birthday, what’s next for this rising star on the fashion scene? Exciting new product categories, for one. The brand expanded its denim category last month and has just launched occasion wear and sunglasses.
“Dresses and co-ords have always been important categories for us, so expanding and creating a more premium line for those truly special occasions was a natural progression,” explains Hill. “With the eyewear, it was a chance to elevate our accessories offering. We had a lot of fun designing pieces that we’d want to wear ourselves; they are made from recycled acetate and they come with a natural, eco-friendly cork case.”
Otherwise, it's all about growing and nurturing the Damson Madder community in the UK, US and Europe. “For us, it is about mindful expansion in a way that stays true to our brand, our ethos, and our community. Of course, one day, we'd love to have our own physical retail store! Watch this space.”
Alexandria Dale is the Digital Fashion Writer at Cosmopolitan UK. Covering everything from the celebrity style moments worth knowing about to the latest fashion news, there’s nothing she loves more than finding a high street dupe of a must-have designer item. As well as discovering new brands, she’s passionate about sustainable fashion and establishing the trends that are actually worth investing in. Having worked in fashion journalism for six years, she has experience at both digital and print publications including Glamour and Ok!
Maddy Alford is the Fashion Editor at Cosmopolitan UK and Women's Health UK, covering fashion content online and in print. Maddy specialises in shopping galleries and first-person reviews of the best fashion buys, from jeans and jewellery to wedding dresses, gymwear, and winter coats. She also writes op-eds on on pop culture, viral fashion moments, travel journalism, fitness, and the LGBTQ+ community's relationship with style. Maddy is also a fashion stylist who has worked on over 100 photoshoots at Hearst, including those starring Raye, Niall Horan, and Lena Dunham. Previously, she has worked in fashion PR and e-commerce, including stints at ELLE US and UK, Net-a-Porter, InStyle, and Time Out New York. Maddy has ten years of experience in the fashion industry in both London and New York City, after graduating with a Bachelor of Arts in Journalism. She is passionate about second-hand shopping, inclusive fashion, running on Regent's Canal, and finding London's cosiest pubs.
