Q&A: Holly Allenby of The Acey

We’re lucky at Glasshouse to be surrounded by a circle of likeminded creatives who are doing their bit to champion sustainability in every sense. Holly Allenby is one such person. Our Glasshouse neighbour and founder of ethical womenswear brand The Acey is always impressing us with her forward-thinking way of seamlessly merging sustainability with covetable style. After launching The Acey as an online multi-brand site in 2014, Holly has made the bold decision to relaunch the business with a new model that focuses on simplicity, wearability and a virtually zero-waste supply chain.

Last week, The Acey launched their first direct-to-consumer capsule collection - five styles in ten colourways, all made-to-order in a factory just 30 minutes away from their East London studio. We love Holly’s innovative approach to fashion, only producing garments when they’ve sold which results in no excess stock lying around, no heavily-discounted sales and a confident step away from the traditional season-by-season model. Did we mention their April collection is a dreamy mix of tonal colours, easy shapes and beautiful single-fibre natural fabrics? Designed to slip easily into your everyday wardrobe, The Acey prove that sustainability and style needn’t be two separate entities.

We thought it was a good opportunity to catch up with Holly, as well as sharing her Spring-ready lookbook, photographed in and around East London with hair and makeup by our very own team.

Tell us about the new direction of The Acey and what the brand stands for now.

Our aim is to simplify the search for sustainable clothing. Our goal has always been to make women feel confident in their clothing, both aesthetically and ethically and this remains the same. Just how we do it has evolved from a multi-brand store into a direct-to-consumer, on-demand brand. We believe through simplification of our product offering and production, we can address the pain points of the clothing industry for both our customers and, importantly our environment.

How (and why) did you come to the decision to take everything in house?

Simplification was a key driver in the evolution of The-Acey. We looked at what women really want from their clothing and the experience of finding it. It can feel overwhelming and easy to find yourself buying into a seasonal trend that you regret later. We wanted to streamline the process, so Acey women have more time doing what they love and less time mindlessly scrolling through hundreds of styles wondering what to wear and if it’s made ethically.

By reducing our product offering to small, considered collections designed with the modern woman’s real life in mind - we aim to offer women a wardrobe of functional, beautiful pieces that are relevant for their lives right now. Day one ready to wear. Also by taking our supply chain in-house we can be confident in our footprint and in turn our customers can be.

What influenced your decision to keep no stock and produce everything made to order instead?

Our on-demand order system was inspired by the issue of overproduction in the clothing industry. If something is too readily available it becomes disposable, meaningless and impulse. By operating on-demand we take the guess work out of what women want, at the end of the day we don’t want to put anything into the world unless there’s a demand and purpose for it. We’d prefer to invest in getting one sample of a garment made, shoot it, launch it online and not make it if no one wants it as opposed to making multiple of that garment to find out there’s no need for it. On-demand means no surplus products or sale items. A zero-waste supply chain is our goal.

Have you noticed a shift in the way the consumer shops since you first launched The Acey? If so, why?

We were very early to the ethical clothing movement four years ago when we launched The-Acey as a multi brand ethical store, so we’ve definitely seen a shift in demand and general awareness of the issues the clothing industry faces which is great. The main change I would say is market growth and we’re super proud to have a community of early adopters with us.

What’s your favourite piece from the new collection?

It’s a tricky one as we really did think about the purpose of each product and named them after that intention e.g. The Brunch Blouse, so I genuinely have place for each piece in my wardrobe. But I’d have the say the Everyday Shirt in Navy & Sand, it’s made from a super slinky, feminine Tencel fabric, cut in a masculine silhouette, the perfect combo - it feels sexy for day and night.

What are your hopes for the clothing industry going forward?

Honestly it needs to get with the programme, I have no idea why the clothing industry is still the second most polluting industry in the world (well I do have an idea, but it shouldn’t be). There will definitely be a shift over the next decade and I think technology will play a big part in this.

Finally, describe The Acey woman in three words.

She’s confident, clever and cares.

View The Acey’s new look here or join them on Instagram.

All images: The Acey
Words: Lucy Vincent

Share this:

More From The Journal

  1. Beauty Trend: Coral

    Fresh, bright and full of optimism: coral is the springtime update your makeup bag is ready for. Inspired by Living Coral, Pantone’s colour of the year, we delve into coral’s many guises and recommend how you can introduce it your beauty routine.

    More +
  2. Reads: Body by Alexa Coe

    We chat with London based illustrator Alexa Coe about self-portraiture, our relationships with our body and her newly released photography and art book, Body.

    More +
  3. Hair Trend: Headbands

    Embracing the ongoing revival of 90s accessories, we’re now turning our attention to headbands. Spotted across the SS19 catwalks and striking a balance between playful and chic, the grown-up headband is a practical accessory that makes an unfussy statement.

    More +
  4. Adaptogens in Beauty

    With the ability to regulate the body’s reaction to stress and anxiety, adaptogens have been a key part of Chinese Medicine and Ayurveda for centuries, but also contain a plethora of benefits for the skin when applied topically. From turmeric to aloe vera, we’ve rounded up our top adaptogenic ingredients to look out for in your skincare routine.

    More +
  5. Q&A: G Binsky

    Taking the Instagram world by storm, G Binsky combines the worlds of ceramics and jewellery in a unique collection of London made, wearable art. We speak to the founder Gabriela Bins about the inspiration for the brand and the importance of handmade items.

    More +
  6. Beauty Forecast: CBD

    The skincare world is constantly abuzz with new ingredients and technology, but one ingredient in particular seems to have taken 2019 by storm. CBD is popping up in our facial oils and cleansing bars and here at Glasshouse we have cut through the buzz to find out what CBD is really all about - and how it can benefit our beauty routines.

    More +
  7. Q&A: Scarlet Crawley

    ​Having left her publishing job to launch contemporary bodywork studio MASAJ, Scarlet Crawley is redefining the concept of massage, using the power of touch to cleanse the body and mind whilst restoring anatomical balance and combating the negative effects of city living. We sat down with her to discuss the benefits of massage and how best to incorporate it into our modern lifestyle.

    More +
  8. Ingredient Spotlight: Rosehip Oil

    ​Transform your skin with the latest ingredient on our radar, rosehip oil. Packed full of vitamins and essential fatty acids, find out how this cult ingredient can improve the over appearance and texture of your skin.

    More +
  9. Hair Trend: The Ear Tuck

    Effortlessly cool and extremely practical, the ear tuck is the latest - and easiest - way to style your hair this Winter, and it’s something you probably do already. Carefree, relaxed and the opposite of try-hard, this is a lazy girl’s dream that lets your facial features do the talking.

    More +
  10. Winter Dry Skin

    ​Cold temperatures drying out your skin? You’re not alone. When winter hits hard, sometimes our face is the first to feel the consequences, with dry skin becoming a more common occurrence than usual. With a little help from the founder of Evolve Beauty, we’re here to guide you through your seasonal dry skin woes.

    More +
  11. The Vegan Beauty Trouble Shooter

    ​As the vegan diet and lifestyle continues to grow in popularity, an increasing number of vegan and cruelty free products are flooding into the beauty industry and whilst this is a step in the direction, not all ‘vegan’ products are created equal. We’ve put together a guide on the subject to help you discern what is, and isn’t, 100% animal and environmentally friendly.

    More +
  12. New Year Intentions with Tamara Driessen

    We speak to crystal healer and author of The Crystal Code Tamara Driessen on how avoid the pressures of creating strict goals in January and how to ease into 2019 instead. Through reflection, introspection and other practises, Tamara guides us through the rituals that can help us enter the year with a mindful and positive approach.

    More +
  13. Hair Musing: Lou Schoof

    Striking a perfect balance between classic and contemporary, our latest muse is German model Lou Schoof, who’s sleek blonde bob and full fringe is the perfect choice for a new beginning.

    More +
  14. Wellness in Winter: Three Women Share Their Tips

    ​As Winter gets into full swing and the festive season has us feeling more than a little worn out, we’ve gathered together three women in wellness to share their tips on how to keep our immune system in tact during the silly season. From nourishing meals to grounding rituals and supplements, these women know a thing or two about keep the body balanced.

    More +
  15. Glasshouse Christmas Gift Guide

    To help ease the busy Christmas shopping period, we’ve put together our top picks from Glasshouse Shop that prioritise artisan crafts, natural and organic ingredients, sustainability and design.

    More +
  16. Hair Trend: Chocolate Brown

    Leaving summer balayages behind, we’re all about moody, glossy chocolate brown shades - simple yet big on impact and the perfect match for a rich winter colour palette.

    More +
Load more posts