POWER LIST 2018: Retail Stars – Ayten Roberts, founder and creative director, Ayten Gasson

Ayten Roberts established her lingerie and sleepwear brand, Ayten Gasson, in 2005 to support the UK fashion industry whilst demonstrating a passion for luxurious design and quality construction.

She is best known for her use of upcycled vintage lace, highlighting traditional British manufacturing skills.

In addition to this, Peace Silk and Organic Silk regularly feature within her collections as a testament to her ethical and sustainable approach to production.

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Ayten Gasson was initially launched as a wholesale business, before moving into retail and opening a boutique in Seven Dials, Brighton on May 24, 2016.

The store brings together slow fashion and ethical manufacturing, with Ayten often seen sewing garments from traditional Nottingham lace and Liberty print silks inside the shop.

Visitors can observe each piece come to life whilst also requesting bespoke orders – allowing for an enhanced retail experience.

The last 18 months have been a tour-de-force for the brand, which made the radical move of opening a physical storefront at a time when the rest of the industry moved online.

The rewards have included being named Lingerie Label of the Year by ethical luxury publication Eluxe at Green Fashion Week in California, as well as making the shortlist in the 2016 UK Lingerie Awards’ Independent Retailer of the Year category.

More recently, in October 2017, Ayten and her small team created a hand-made silk lingerie set in aid of Ovarian
Cancer Action.

Crafted from 100% silk and trimmed with hand-dyed vintage Nottingham lace to match Ovarian Cancer Action’s colours, each set was made at Ayten Gasson’s boutique and 20% of the sales went straight to the charity.

To view the full Retail Stars category, CLICK HERE


Company: Ayten Gasson
Address: 32 A Bath Street, Brighton, BN1 3TB
Tel: 01273 749258
Twitter: @AytenGasson
Website: www.aytengasson.com
Focus: Lingerie designer and retailer



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