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The website for contemporary fashion brand Saint London reads: “SET A GOAL AND DON’T QUIT UNTIL YOU ATTAIN IT. WHEN YOU DO ATTAIN IT, SET ANOTHER GOAL, AND DON’T QUIT UNTIL YOU REACH IT. NEVER QUIT.” This is the ethos from which the label was born—Founder and Creative Director Reece Yeboah’s journey has been ‘a crazy one.’ After a couple of years studying fashion, he dropped out to self-fund his own label in 2013. Five years later at his first pop-up in Selfridges, the London department store bought the whole collection.
Last year, Saint London launched online for the first time, with a new collection of hoodies, t-shirts, and outerwear called Spiritual Awakening. According to the site, “each piece tells a story, and represents moments of enlightenment on Reece’s compelling journey.”
Major leaps forward don’t come without challenges, though. Yeboah began his business with the West London community where he grew up in mind. “If they wanted designs, bespoke stuff, they’d come to me.” Growing the Saint London brand means managing an online presence and driving more traffic to his digital platform. “It’s working right now,” he says, but branching out doesn’t mean he’s forgotten his roots. “Whether it’s just knowledge or business advice or just telling my whole story to the kids in the area… I’ll give back to the community in my work.”
Reece Yeboah participated in the 2019 Art & Fashion Summit in London presented by Frieze Academy in partnership with Squarespace, where changemakers, polymaths, and visionaries explored what “making it” means to the brightest creatives in contemporary culture.
To learn more about Reece Yeboah’s work, visit saint-london.com or follow Reece on Instagram. If launching your creative idea is one of your goals for 2020, visit squarespace.com to get started.