Never Fully Dressed More Than a Fashion Brand

NEVER FULLY DRESSED

More Than a Fashion Brand 

Never Fully Dressed the brand known for its vibrant, creative prints and multiway styling delivers outfits for everyBODY.

From its origins as a market stall, and after rising to prominence in the UK with a winning combination of printed dresses, appealing price points and social media styling tips, Never Fully Dressed (NFD) has expanded to a Global audience. 

As an inclusive, contemporary womenswear brand, loved by its strong community, celebrities, influencers and stylists Never Fully Dressed has built trust via its authentic voice and personal approach. An ambition to empower women in feel good dressing, showing that sass has no size, Never Fully Dressed is famous for its changeable styling tips, showcasing how one item can be worn multiple ways whilst adapting to different body shapes and sizes.

Designed in-house with its customer as its influencer, the brand has every woman in mind, from the sustainable to the curvy, to Mumma’s that want to match with their minis. Known for bright prints, colourways and adaptive styles the brand has a piece for every occasion. 

 Lucy Aylen, British designer and face behind Never Fully Dressed founded the brand in her parents’ attic in 2009 where she customised clothing to sell at London’s boutique markets, Spitalfields and Portobello. Following in the footsteps of her market trading parents, Lucy’s strong work ethic was engrained in her from a young age where if she wanted something she worked for it.

Never Fully Dressed’s first brick and mortar store opened in 2014 in the brands native Buckhurst Hill Essex with pop up stores in LA, New York and Barcelona. With a want to connect further with their customers the brand looks to pop up both in the UK and Internationally throughout 2022 and beyond.

Representation for all customers across products, imagery and styling is key for the brand which now runs from UK size 6 -24 with scope to expand further within key, evergreen styles. Having customers shop since the market days, Never Fully Dressed’s strong community has grown with the brand setting the foundations of ‘NFD Kids and Baby’ in 2020. Showcasing a range of match with Mummy styles, the NFD customer can now twin with their minis or purchase that perfect gift for a loved one. Further product development into swimwear, footwear, accessories and the newly launched lingerie strengthens Never Fully Dressed as the one stop shop for chic styles and sophisticated sass. 

With Charity rooted at the core of the business, Never Fully Dressed is much more than just selling clothes. Partnering with numerous charities selected via customers, staff and extended NFD family, the brand has raised more than £60,000 for collaborated charities and causes via sales of their charity tees.

The Never Fully Dressed loyalty program gives back to customers via points for each purchase, offers brand collaborations, incentives and rewards as well as early sale and promo access whilst keeping an open and honest line of communication with customers

Sustainability remains at the heart of each brand decision with an ambition to increase its sustainable offering by 5% each month across the collection, NFD strives to reduce waste in all production processes utilising unused fabrics for jewellery bags and nonmedical face masks.

Packaging and labels are made from recyclable fabrics with fashion accessories such as the brands infamous boob tote bags being biodegradable. Never Fully Dressed ‘Extra Love’ initiative includes it’s preloved offering giving customers the chance to send back old, unwanted NFD pieces in return for loyalty points which are then sold on the brands Depop page. Helping to encourage the lifecycle of NFD the Pre-Loved scheme proves to be a fantastic success with NFD lovers able to get those pieces they may have missed first time round or a one-off sample the brand also sells on.

In 2022 Never Fully Dressed strives to deliver on all brand values, increase its offering via product development, sizing and prints as well as reintroduce NFD classics to the range living on as brand staples. 

FOR MORE VISIT www.neverfullydressed.com GeÖkÊ @neverfullydressed

Never Fully Dressed, More Than a Fashion Brand Podcast