ABOUT THE BRAND

 

 

Founder  and History:

Having become a square peg in a High Street fashion-shaped hole, multi-tasking designer/buyer/product developer "K" Avery-Stallion decided to stop chasing elusive "dream jobs" and start her own business. She sold her beloved Nissan Figaro to fund her first collection and from then on she started a home studio and sold accessories online and at a few fairs. Since then the St Leonards brand has been sold to individuals all over the world and has been stocked in some lovely stores including Twenty Twenty One Design, YMC and Margaret Howell as well as Japanese store Watanabe British Made.

Design Ethos:

St Leonards strives to offer well-proportioned, pared down, beautifully designed products for stylish men and women the globe over. Since opening the real store it also sources diverse products for men and women

St Leonards and its location:

The brand is deep-rooted in its surroundings. St Leonards on Sea, East Sussex was the model town for the reowned Regency architect Decimus Burton. His elegant streets with far-reaching views of the sea created in the early 1800's was once one of the most elegant seaside towns in England. Much of that elegance can still be seen today but now it's very much mixed up with a bohemian rough-and-ready artistic community, many of whom left London like myself to enjoy a more relaxed pace and spectacular seaside living.

Brand heritage:

St Leonards is older than its years. It's been a sub-concious work in progress for more than 10 years and finally it's managed to reveal itself starting in 2010. Many of the products are named after streets or events that occur in its immediate vicinity, and it even has heraldic symbols full of precious meaning for the brand and its founder.

The customer:

St Leonards is not about style over substance. It's all about substance and forging your own sense of style whether you're 8 or 88. It hates fads and loves longevity. It loves products that are androgynous too. The designs are for men AND women. It expects you to fight over them. Often.
St Leonards hopes you'll grown alongside this plucky British brand and return again and again, enjoying the products, the off-beat branding and of course the customer service too.

The store:

In July 2016 "K" appealed to her loyal customers, friends and family with a rapid crowdfunding campaign. She had just 3 weeks to raise the lease deposit to secure the ideal space on Norman Road. The shop opened and began trading on the 1st August as St Leonards Modern Goods  at 70 Norman Road - it's a modern lifestyle store for men and women of all ages, not only does it provide the town with contemporary, well designed clothing, gifts and items for the home but it's the studio hub and production space for the online brand..

It can be found at: 70 Norman Road, St Leonards on Sea, East Sussex TN38 0EJ