Small Business Stories: Lucy & Yak

We’re back with our series Small Business Stories! This week, we speak to Lucy & Yak co-founder, Lucy Greenwood, about her journey in starting up the independent clothing brand.

In the vibrant realm of eco-conscious fashion, independent brand Lucy & Yak (Si apre in una nuova finestra) is on a mission to bring consciousness to the industry, making clothes for every body that uphold a positive environmental and social impact. “We like to say we’re a square label with a circular soul,” co-founder and Brand Director Lucy Greenwood tells us.

Since Lucy and co-founder Chris’s adventurous decision to abandon their 9-5 grind and travel around New Zealand in their trusty van, ‘Yak’, while upcycling pre-owned clothing, Lucy & Yak has mastered sustainable fashion and gained an impressive cult following of 900,000+ fans and a passionate community of over 75,000 members. 

Read below to find out how the brand has evolved and grown in the last six years, from eschewing external funding in favour of organic growth and cultivating community, to their meticulous product cycle, fueled by a few hundred quid, a keen understanding of customer preferences and a strong stance on authenticity.