Everyone loves a success story. We're all out there trying to make out way in this busy pattern filled world, and it's reassuring to meet people who are following their principles, and being successful too. Flock might be new, but this canny studio is taking a fresh approach to working with designers; letting them retain ownership of their designs and receive a royalty for every meter sold. They are already making an impact...
I caught up with Jenny and Johanna, Flock directors.
patternbooth: Tell us about your background.
johanna: I studied sculpture and did various jobs from art therapist to neon sign-maker. One summer I worked for an interiors showroom and fell in love with fabric. I decided to study textiles for Interiors.
jenny: My enthusiasm for interior design stems from my undergraduate degree in Performing Arts- an unusual way to begin a fascination with textiles, however during my degree I focused on Set Design and Costume Design. I then moved to London and started working for Liberty.
patternbooth: How did you both start working together?
jenny & johanna: We began working together about three years ago in the furnishing fabrics department of Liberty. We bonded over vending machine hot chocolates and our love of all things fabric!
patternbooth: Your ethos and approach is refreshing - what inspired it?
jenny & johanna: As we have both come from art degree backgrounds, we understand first hand how daunting it can be when you leave university. We found there was very little help or advice for graduates about how to make a career from doing the thing you love. Our ethos is grounded in the desire to encourage emerging designers to keep working by providing a supportive platform for them to get their name out there. Each designer keeps their name to their work and are supported by the Flock umbrella.
patternbooth: What has been the journey from idea to launch?
jenny & johanna: It’s been an exciting journey for us. We set out to produce a striking geometric collection that wasn’t gender specific. We selected stunning linens and velvets to show off these beautiful designs. Our designers have very different styles and processes so it was quite a challenge to bring the colours and scales together to complement each other, we are thrilled with the end result.
patternbooth: You have had an amazing reception to your first collection. Stocked in Liberty and Studio Four NYC, featured in Elle Decoration...How did you manage that?
jenny & johanna: It is always difficult to predict what the reception will be to a collection. However we were confident with our palette choices and carefully selected designs, we worked closely with our designers and printers to create our debut collection. We spent time in market research to understand what clients were looking for and identified a gap in the market that we wanted to fill. Our customers love the story behind Flock, and feel they can be part of supporting the new generation of designers.
patternbooth: What is next on your wish list, and where will Flock be in 5 years time?
jenny & johanna: At the minute we are working on our range of products including cushions and vintage upholstered furniture and have started developing our next collection. Watch this space....
In five years time we will have a wide range of beautiful fabrics available from our showroom and hope to have helped launch many talented new designers into the textile industry.