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 in 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 by 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 instore 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 sat alongside the finished lingerie, creating a unique shopping experience for everyone who visited the space.
Vintage lace trims from the old lace mills in Nottingham have continued to be 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 still frequently appear in the collections, such as organic bamboo, organic cotton and model (beach wood).
In Spring 2022 Ayten Gasson relocated to an exclusive studio space in Brighton, where new products are developed and all lingerie is now hand-crafted.
Ayten Gasson Lingerie has also been featured in some of the world’s greatest fashion publications, including Elle, Vogue and Cosmopolitan.