introducing… lauralaura

I have more cardigans than I know what to do with, but I still wouldn’t mind adding a few of these to my collection.

LauraLaura is a new label from London-based designer Laura Hearn. Combining classic styling with vintage twists, LauraLaura’s range of knitwear and accessories is fashion with a conscience – all the pieces are created from unwanted items.

Go preppy with jeans or a dress.  Team a cardi with a band t-shirt, lots of necklaces and high-tops.  Try a retro look with a sweater, jeans, plimsolls and a side-pony.

Whatever your style, check out the current range at www.lauralaura.net. 

What inspired you to begin LauraLaura? Was it an idea you’d been nursing for a while?

I embroidered my first jumper 2 or 3 years ago, just for myself – I still have it, it’s mustard with I am a Secret in black. I got lots of comments, and friends kept saying I should do something with it but it seemed like such a scary step! I finally took notice when I started wearing it to my old job, in a designer jewellery boutique – I used to help with press appointments and the stylists kept asking where it was from, where they could buy. And so LauraLaura was born!

Where and how do you source your second-hand knitwear? Is it something you do yourself or do you have help?

I source from charity shops, car-boot sales and the internet, mainly myself but I’ve recently recruited my younger sisters and their friends – it’s great because it saves me time and they earn a small mark-up on their finds. My Nanna volunteers in a charity shop too which is very handy, she’s always calling me up with things she’s found.

How do you come up with the “messages” embroidered on your cardigans and sweaters?

I’ve always liked little words and phrases, in particular how they look when written down and how they feel to write. When I come up with a phrase, and it might be something I’ve seen or heard or something that just pops into my head, but in order to make it onto the knitwear I write it over and over, getting the look and flow of the letters right. And obviously I have to consider if I and also others would want to wear it on a sweater. Fashion has been flooded with slogans in recent years, so I like to keep them a little off beat.

What is LauraLaura trying to say? Is there a specific message you’re trying to get out there?

It always shocks me when you go to a vintage store or charity shop the sheer amount of clothing in existence. I felt if I could re-use what was already there in some way, re-invent it for people to wear now. Affordability is a big issue for me too, to be a genuine alternative to the high street and its disposable fashion…if I walked into a shop, I’d want to be able to afford my own label.

Why should people buy LauraLaura?

A cute piece of knitwear is the easiest outfit in the world – jeans and ballet pumps, a cardi thrown over a summer dress. And it will last you way past a season, guilt-free on the environment and guilt-free on the purse strings!