When I first saw THEGATHER on my for-you page, I was immediately drawn to the simplistic beauty of the brand and the warm feeling that it portrays, the effortless appeal made me want to wear the products straight away, but what drew me closer was the young owner’s determination to steer away from the vices of fast fashion. It made me want to explore the person behind it.
Entering an uncertain market, at just 24 years old, Poppy Tracey, alongside all the doubt and intrusion, took a love of knitwear and started her own brand, and with the support from her boyfriend, family and friends, has been able to grow THEGATHER into what it is today.
Describing how it started, Poppy stopped “waiting for the perfect moment” and went on with designing a brand that contradicted industry outlooks of making clothes disposable.
In a world where the fashion industry is responsible for 10% of annual global carbon emissions, it’s exciting to see not only a young and fresh approach to business operations, but how a ‘slow fashion’ brand is demonstrating potential to scale in an industry increasingly disillusioned with the wastefulness of fast fashion. With major fashion houses facing increasing scrutiny for their environmental impact, THEGATHER are proving that sustainability and style can coexist without compromise.
A timeless silhouette
For myself, a knitwear piece has always been a statement. While depending on the design and quality, it carries a whole persona- conveying not only timelessness and sophistication but also someone who values comfort with a style that transcends trends.
With that being said, that is what THEGATHER have aimed to focus on, the brand has placed longevity at the design forefront of each piece, maintaining a focal point on a simple silhouette that will “remain relevant season after season”. With materials “at the heart” of what they do, THEGATHER have ensured that each piece made, retains its quality, while avoiding overproduction and waste.
Becoming “increasingly frustrated” with aspects of fast fashion culture, Poppy set out on a venture to bring back the craftsmanship to the clothes we wear while encouraging an attitude of conscious consumption. Poppy highlighted that through her brand an approach of celebrating quality over quantity has been taken, “[we use] 100% natural fibres and limited-run production to ensure each piece is thoughtfully made and truly valued”.
The garments are made using Scottish-spun wools and cashmere, with Poppy hinting at the future use of cotton-linen blends soon, all which have been carefully sourced due to their quality and durability. With her focus on maintaining a slow-fashion process, THEGATHER uses a limited-run production system working with manufacturers who “share [her] values of sustainability”.
This lean approach enables the knitwear brand to keep costs lower while reducing the risk of garments becoming obsolete, and in turn “creating pieces that are made to be cherished, not just worn for a season”.
Poppy stated that through her research process, she came across a misalignment within the clothing industry, between consumers who were becoming more environmentally conscious and brands who were creating further disenchantment. “There weren’t many premium knitwear brands that truly spoke to a younger generation while also aligning with slow fashion values” added Poppy.
By tapping into unmet demand, Poppy was able to create a brand which commits to not only cherishing knitwear but inspiring the modern and young consumer.
Filtering through a gap in the market, THEGATHER’s portfolio follows similar aesthetics to ultra high luxury heritage brands like Loro Piana but at a tenth of the price, rendering it a perfect choice for an elegant yet affordable knitwear statement piece.
Taking risks in your twenties
When speaking of the prospects at starting a business at a young age- especially with no previous experience- Poppy emphasised how scary the process can be and how at times it can fill you with doubt. “Starting THEGATHER was so exciting, but also terrifying”, she said. “There were plenty of moments where I doubted myself, wondering if people would connect with what I was creating or if I was even capable of making it work”.
There is no doubt that starting something new is a breeding ground for uncertainty and doubt, so when finding ways to overcome it and push through those feelings Poppy stated that reflecting back on why you started the project and what it can bring to other people can bring you back to ease.“Whenever I felt overwhelmed, I’d focus on the feeling I wanted people to have when they wore my designs”, added Poppy.
“I’m in my 20s, with little commitments, now’s the time to take the biggest risks.”
I’ve said it before, and I will say it again, being in our twenties comes with a huge amount of pressure, we are expected to have our lives figured out, or at least know what steps to take next. But for many that I have spoken to here at UNCRTN, taking those next steps can be petrifying, the unsolicited anxiety of stepping out of your comfort zone can be enough to halt people’s plans all together, but we’re here to tell you that you shouldn’t let it stop you!
While Poppy is able to share her creativity with the world, starting a business is still no easy feat. Highlighting the work done, she summed up the vast experience that starting a business in her twenties has given her so far. “I’m in my 20s, with little commitments now’s the time to take the biggest risks. If it doesn’t work out it doesn’t matter, the skills and experience of even attempting to start a business is unlike any other. That mindset has really helped me lean into the unknown and just go for it”.