Matchy-Matchy Interiors Icons House of Hackney Spin Homeware Prints Into New Fashion Line

13/06/2012 21:24 BST | Updated 13/08/2012 10:12 BST

Maximalist hipster interior design visionariesHouse of Hackney are about to launch their signature print aesthetics on the fashion world with their first womenswear clothing line which debuts on 25 June.

Established in April 2011, House of Hackney quickly earned a reputation for creating the most eye-bogglingly omnipotent, playful homeware prints, and their fun designs have attracted some particularly stylish A-list customers including Dita von Teese, Kate Moss, Daisy Lowe, Keira Knightly and Dame Maggie Smith.

With a spectrum of collaborations like their intricately embroidered keepsake bags for Bombay Sapphire gin, and creeper shoes for Underground already to their name, House of Hackney's founders, partners Javvy M Royle and Frieda Gormley, are switching it up in a typically cool East End style by translating some of their best loved prints into a capsule clothing collection for American fashion haven and supporter of young designers, Opening Ceremony.


Founders Javvy M Royle and Frieda Gormley and some of House of Hackney's signature prints (clockwise from top left):Dalston Rose, Hackney Empire, Flights of Fancy, and Queen Bee.

Touches like suede elbow patches on beautiful, Wild Card leopard print knits and the way the charming Dalston Rose florals creep over cool-kid dungaree shorts bring a distinctly East London edge to the collection which will be available in UK sizes 6-14.

I spoke to Frieda to find out how House of Hackney came about and what inspired them to move into fashion. "Our backgrounds are in fashion and design but always with an eye on interiors. I was a buyer at Topshop and Javvy studied fashion design, working with Markus Lupfer amongst others."

"We've always been fanatical about interiors but, whereas there are fashion labels a plenty to cater to our tastes, we struggled to find covetable interiors that we could relate to. We like to bring the outside world inside with harmonious and comedic prints." And so House of Hackney, with it's original interiors-focus, were born.


Dalston Rose floral print designs: Tea Dress £235, high waisted shorts £195, button-through Flippy Skirt with dip dyed hem £195, Flippy Dress £235; smock dress £252, silk mix velvet dungaree shorts in oxblood, £350, silk velvet skater dress, £365.

With their backgrounds, the move into fashion was an easy one so when they got the call from Opening Ceremony it was a natural progression to take the jump. As Frieda explains, "We're big fans of Opening Ceremony and their championing of young designers, British and International alike, so it was a no- brainer. Since we launched we had numerous requests from people wanting to wear our prints and then Opening Ceremony came along and asked if we would design a collection for them so we decided to do this capsule collection."

Although Opening Ceremony currently only has stores in New York, LA and Tokyo, their website ships internationally and they're about to open a pop-up store in London for the Olympics with a permanent store to follow. "We're excited to be involved in their Olympics store, as well as the House of Hackney Liberty shop, where the collection will be available to buy from 25 June".

"It has been popular with buyers so we are about to show next season's collection and also a men's capsule collection - and by popular demand a silk pyjamas collection. We will also be launching our own store in Boundary Street E2 from September which will stock interiors and clothing collections." And BREATHE...


Wild Card antiqued leopard print designs:boxy shrunken-fit angora mix jumper with suede elbow patches £350, waisted shorts £195, boyfriend cardigan with suede elbow patches in teal or (below) ruby, both £350 each, Flippy Dress in teal £235, and smock dress with peter pan collar, £252.

House of Hackney ready to wear womenswear range will be available from Liberty from 25 June, as well as Opening Ceremony stores and it can be pre-ordered now via the House of Hackney website: