Q&A with WE DO NOTHING
All Eyes chats to Anna Kilpatrick from ethical brand We Do Nothing about the design process, personal style and sustainability.
Hi Anna! Could you tell us a bit about yourself?
My name is Anna. I come from a little island in the British Isles called Guernsey. I moved here to study when I was 16 and I have been in London ever since University. I studied fashion design and that is where I met my business partner and we discussed the idea of one day having our own clothing brand.
“Earlier on in the process we decided to use a lot of organic and natural materials and fabrics, especially bamboo which is both sustainable and very soft. We tend to source materials that are ethically made.”
Why did you choose the name We Do Nothing?
We were actually initially called Brahboys when we started and we were a tomboy brand just for girls. We Do Nothing was always a tagline we used in our design and when we decided to become a unisex brand we changed the name to it. There are different meanings behind it. We do nothing, enjoy everything: The idea that your creativity thrives in the moments when you do nothing. In addition, it is also the ideal life we aspire to have: Sitting on a beach and doing nothing!
Your team is made up of people from outside the UK as well. Would you tell us a little bit about your team dynamic?
My business partner Lucy, who lives in Newquay, Cornwall, and I are the co-founders. We like to get as many people as possible involved from around the world. We have a freelance designer that lives in Australia. We get in contact with the majority of the people through Instagram and Facebook. A lot of them have been solid customers of We Do Nothing from the start.
What is the inspiration behind We Do Nothing?
We love vintage clothes and faded colours and textures. Earlier on in the process we decided to use a lot of organic and natural materials and fabrics, especially bamboo which is both sustainable and very soft. We tend to source materials that are ethically made. Most of our designs are limited to t-shirts and jumpers. We Do Nothing is an alternative to surf-lifestyle clothing, with made-to-age clothing, and practical timeless classics.
“The clothing industry is a big strain on the environment, so we wanted to create something that was not going to increase the problem but limit it instead.”
In your opinion, what is the biggest issue facing the environment, and how did that inspire your ethical brand?
Having both studied fashion design and worked in the industry after university, we both became disenchanted with the idea of working in commercial or high-end fashion. The clothing industry is a big strain on the environment, so we wanted to create something that was not going to increase the problem but limit it instead.
“I wouldn’t say I have a particular ‘style’ — I like to keep up with the current trends but I don’t abide by them.”
Would you say you are ‘anti-trends’ or ‘trend-driven’?
It seems a bit pointless sometimes having to churn out all these collections every year making you lose the focus on what you are really trying to do. We create what we want and what we like, which is amazing! We do definitely pay attention to trends: Myself probably more than Lucy, as I am based in London.
We know you collaborate with the Australian illustrator Bohie. What is it like working with someone living on the other side of the world?
She has supported us from the start: She is a super talented signwriter and muralist, a real creative. We keep in touch mostly via Skype and Facebook/Instagram.
What other brands does your customer wear?
Surfing lifestyle brands, such as Afends, Deus and Mollusk. Over the years, Lucy and I have grown into different styles: Lucy tends to follow more of the surf inspired brands and I follow more of the streetwear brands.
When it comes to your design process, how do you gather your inspiration?
Mostly through Pinterest and Instagram. Also lots of vintage skate & surf photos. We collate a lot of images together and the colour palette is usually amongst that.
Could you describe your process, from the concept to the final garment?
Firstly we decide upon a design, a print or an embroidered patch. We then find the shape we want to use. It’s currently quite heavily dictated by what our suppliers have to offer to us. We mostly use a supplier based in Scotland that sources from sustainable factories all over the world. With the manufactures we chose we can see the overall process, the chain is very transparent and that is what motivates us to choose them. There are still some items that we sew by hand in our studio also.
How important is the customer when it comes to the decisions you make about your collection?
Our customers are fundamental in every part of the design process. We have long term customers that give us a lot of feedback. Having a shop where we can meet people face-to-face helps us a lot in this process too!
“We do nothing, enjoy everything: The idea that your creativity thrives in the moments when you do nothing.”
You recently moved your London store from Brick Lane to Hackney. Has this move affected the type of customer that buys from We Do Nothing?
It definitely has. Brick Lane is a very tourist driven market with a lot of European customers. But here in Hackney it is a local community, I live very close by. Everyone that has a shop here is a designer, maker, artisan with a small independent business. This area is definitely more popular at the moment, and a place which gives us the opportunity of meeting a lot of interesting people and creatives.
How would you describe your personal style?
A mixture of vintage, and ethically made clothing. I don’t buy brand new clothing very often — most of my “new” clothing is second hand. I mostly go for comfort over anything else. I wouldn’t say I have a particular ‘style’ - I like to keep up with the current trends but I don’t abide by them.
We Do Nothing’s London studio is located at Netil Market, 12–23 Westgate Street, London.
Anna wears shoes by Converse x Comme des Garçons, Labour & Wait neckerchief, second hand jeans by Topshop, and a vintage denim smock belonging to her grandfather. All tees and jumpers by We Do Nothing.
Follow We Do Nothing over on Instagram, and click here to visit their online store.
