
Mills Fabrica works with London Craft Week and ReSelfridges
London Craft Week is stepping up its profile with next week's event partnering for a fifth year with sustainable solutions platform The Mills Fabrica for a co-curated edition at Selfridges ' London flagship store until 18 May.
The week-long 2025 edition showcases at the 'ReSelfridges' destination on the store's ground floor of its Accessories Hall 'to celebrate craftsmanship in the city'.
It will include makers and innovators repurposing, reusing and repairing unwanted items and waste materials. The shoppable edit of unique pieces being presented during the pop-up comprises the work of noted designer/makers including Maie, Maison Errance, Müll Club, ELV Denim, Lulu Harrison, James Shaw, Ryan Barrett and Natalia Triantafylli.
The Mills Fabrica said it sees London Craft Week 'as a unique platform for expanding the reach of start-ups within its ecosystem, enabling them to reach curious minds through unique, tangible experiences, exhibitions and workshops'.
Amy Tsang, head of The Mills Fabrica UK added: 'We're honoured to be involved in bringing this selection of incredible designers to the iconic Selfridges store, in the pursuit of making sustainable products accessible to all and spotlighting the makers who are embedding reuse and recycling into their design and production processes.'
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'One of the things we do is we ask women what they want when we design — a crazy innovation! We're really listening to players and athletes. We launched our first rugby boot this spring and we really listened to the players about everything they want from colourways to the flexibility of the outsoles. 'I have a programme called 'happy customer. sad customer'. We look at the top five 'happies' and top five 'sads' and we look at what makes someone so loyal that they'll buy 12 pairs of shoes a year and what's making someone so frustrated [that they won't]. They talk about things like wanting a wider shoe — a lot of them are saying that now.' All that feeds quickly into the product development process. Anyone who wants to see Ida sports in action can do as it has taken advantage of another 'community' — the community of emerging retailers nurtured by Westminster City Council in London. Ida Sports will this summer occupy a pop-up on Regent Street. 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