Farmer launches ‘tweed’ lingerie range after milk prices fall

A farmer from Somerset hopes to sow the seeds of a successful underwear business after launching a range of tweed-inspired lingerie.

Oliver Day, who runs Blackers Hill Farm near Chilcompton, came up with the country underwear collection after falling milk prices forced him to move on to pastures new.

He initially planned to develop his range using traditional tweed, but found it to be too itchy and not ‘structural’ enough.

Story continues below

Instead, he opted for a printed cotton tweed design on his Holloa range of bras and knickers.

Day told the Plymouth Herald: “I’ve always liked tweed and it struck me that I’d never heard of anyone offering tweed lingerie.

“A Google search confirmed my suspicion that it was an untapped market, so I decided to give it a go.”

The farmer sought the help of Joanne Wilderspin, design director at Lingerie Brands Company, the licence holder for Marie Claire Lingerie in the UK.

He hopes to tap into the recent trend for country-inspired fashion, such as those sold by Jules, Crew Clothing and Boden.

“After launching the Holloa brand on Facebook, the feedback I’ve had has been very positive,” he told the paper.

“We are shortly commencing production and hope to have items available for sale in the run up to Christmas.”

The initial Holloa range consists of six bra and brief designs, as well as a basque and hold-up stockings.