Launched in the summer of 2005, luxury lingerie label Ayten Gasson has become known in the UK, not only for its beautiful collections but also for its firm commitment to ethical manufacturing, sustainable fabrics and for keeping traditional sewing skills alive.
Growing up with a family full of designers and makers, creative director Ayten Roberts knew the importance of well-made pieces and the history and skill of British manufacturing. Ayten's mother had worked as a seamstress for Arcadia in the early 1990s and remembers her grandmother working in a local north London factory. Upon graduating from Central Saint Martin’s in 2004, Ayten was disheartened to find the closure of many of the UK based manufacturers and design houses. Most of the design jobs had moved to Europe, while the London factories she knew as a child had all closed as designers now searched for cheaper alternatives overseas
As an independent designer, Ayten felt it was vital to support the industry while also showcasing the history of vintage fabrics. Each link in the chain was considered, from the lace and trim supplier, the factories she worked with and continues to work with - and where her designs were sold. By 2010 Ayten Gasson was sold in independent boutiques around the world, as well as in Fenwick’s of Bond Street, luxury department store Le Bon Marche in Paris, and Topshop’s flagship store in London’s Oxford Street. During this time all collections were made in small production units in London, South Wales, and Nottingham.
In May 2016 Ayten Gasson opened their first boutique in Brighton’s Seven Dials area. All production was moved in-house and their collections were sold exclusively in-store or on their website. The studio was moved to the shop floor of the boutique so customers could see the pieces being made. Fabrics, trims and pattern pieces sit alongside the finished lingerie, creating a unique shopping experience for everyone who visits the space.
Vintage lace trims from the old lace mills in Nottingham have been sourced to highlight the incredible skills that the area was once famous for. New cotton lace is sourced from companies based in the UK to support the few companies still manufacturing, such as The Cluny Lace Company established in 1845 who produced the lace used in Kate Middleton's wedding dress in 2011. Ethical fabrics frequently appear in the collections, such as organic bamboo, organic cotton, model (beach wood) and cruelty-free peace silk.
In 2017 Ayten Gasson was named Best Lingerie Label in the first ever Eluxe Awards. The accolade, which had been organised in conjunction with Green Fashion Week in California, honored excellence in the sustainable luxury market.
Ayten Gasson Lingerie has also been featured in some of the world’s greatest fashion publications, including Elle, Vogue, and Cosmopolitan magazine.
Ayten Gasson opened their first boutique on the 7th May 2016 in Brighton's Seven Dials. In October 2020 we proudly opened our larger shop and studio space in Brighton's picturesque Hanningtons Lane.
Read more about our boutique here.