FAS h ION YAK AttAcK

Famed for their brightly-coloured, sustainably-made clothes, independent, organic clothing brand Lucy & Yak has opened the door to its fourth UK store right here in Nottingham. We were invited to check out their new eyecatching pink palace at 11 The Poultry during an exclusive press and influencer event (that’s right, we’re important)…

If you’ve been walking around the city, you may well have spotted a bright pink store sprout up in Nottingham’s The Poultry area. And, let’s face it, it’s certainly hard to miss. But for a brand that prides itself on sustainable, comfortable clothing that brings joy, there really is no spot more fitting.

The brand started life in Barnsley by co-founders

Chris Renwick and Lucy Greenwood. It takes its name from Lucy and the VW van the pair used to sell vintage clothing from before launching the firm as we know it today.

Nottingham marks its fourth store, and according to Steve Dempsey, Head of Retail, the launch was a nobrainer. He says: “Nottingham’s been on the list for a while. We only started our retail expansion last year, but we’re really keen to get as many stores up north as possible.

Steve, who designed the store himself, says: “I took inspiration from all Lucy & Yak’s past, bundled it into a package, and turned it into a shop. We’re all about sustainability. The previous retailer left a lot of good stuff, so we adapted it and changed it. We turned it into a Lucy & Yak version rather than chucking it all out and starting again, like a lot of suppliers do. We embraced what we had, and turned it into something that is, I hope, beautiful.”

Lucy & Yak clothes are all fully size and gender inclusive (ranging from size XXS (UK 4) to XXL (22), as well as different lengths) and made to be as eco-friendly, sustainable and ethical as possible. 98% of their fabrics are organic or recycled, with 100% of their organic cotton Global Organic Textile Standard (GOTS) certified - from processing and manufacturing to packaging and labelling - a feat few clothing brands can profess.

Meanwhile, their recycled polyester products are made with Global Recycle Standard (GRS) certified polyester from recycled bottles, helping to save plastic bottles from landfill or the sea, and providing a more sustainable alternative to virgin polyester.

Steve adds: “Our in-house designers design all our patterns, but we’ve got partners in India who can source and create all the fabric, so the whole ecosystem works really beautifully.”

To help encourage circularity in the fashion industry, and to make good on their promise to never send anything to landfill, the brand also has a Re:Yak initiative which lets Yak lovers bring in their old Yaks in exchange for a voucher up to £20. The voucher will be valid for six months and can be redeemed on any purchase over £50, with a voucher provided for each item. Only one voucher can be used per subsequent purchase, and can only be redeemed on full price or sale items but not on Re:Yak items.

The preloved items can be of any condition whether pristine, ripped or broken, and the Lucy & Yak team will mend and resell it at a discount price, or recycle the garment in a completely sustainable way. And, the best bit? Shoppers can Re:Yak as many items as they want, as many times as they like.

Items found on the Re:Yak rail, which can be found near the till, range from £5 to £75 with something for all budgets. Whether it’s a pair of super-bright dungarees, a denim jacket or comfy joggers, the Re:Yak section has it all, at a preloved price-point but still with the Lucy & Yak attention to quality.

If super fun clothing for every body, that’s comfortable and kinder to the planet, is your thing, then Nottingham’s new Lucy & Yak store has got you covered.

“Nottingham’s got that great retail heritage. It’s got a really cool art scene, there’s an amazing music scene and it just felt really Lucy & Yak. Also, seeing the data from where our customers live and buy from, we saw there was a big community here, and we wanted to give them somewhere to come and meet us and enjoy the space.”

Entering the new Lucy & Yak store is a multisensory experience, with a cacophony of colours, patterns and prints from the minute you set foot inside. Its bright pink walls, decorative strips of fabric made from preloved Yaks, iconic patterned dungarees, denim jackets, skirts, dresses and more, all combine to create a space that’s bursting with creativity.

The brand’s current collection, which is available instore, includes the likes of the unisex Sylvie Jacket, which is Lucy & Yak’s first-ever quilted jacket, made using deadstock cotton and recycled polyester filling; their super slouchy fit 'Happy Hamper' print, organic twill L.E. Easton Dungarees; and their recycled bottles fleeces.

“Up until the end of summer, we have launches every week of brand new stock,” Steve smiles. “We’ve got some incredible new lines that haven’t been done before, such as shirts with really big collars and embroidery on them, and shorts. We’re branching out into lighter fabric too, so linens and cottons, amazing summer dresses, new shapes and new styles. And we have more denim launching too. Every week on the website, we have more exciting products and that will drop through into the shops as well. And there’ll always obviously be lots of colour and pattern.”

Steve finishes: “We want our customers to feel joyful and comfortable when wearing our pieces. We have a line we use - ‘Leading the comfort revolution’ - and that's what we’re about. We want people to feel great in our clothes. There are no bounds. Wear as much colour, clash as much as you want, and, if it makes you feel joyful, walk out the house and feel good - that’s all we want.”

To join the ‘Comfort Revolution’, you can find the new Lucy & Yak store on 11 The Poultry, or check out their website lucyandyak.com