Really Wild Clothing founder, Natalie Lake, creates luxury classic British clothes for women. We ask her how she started this high fashion brand which so cleverly bridges the gap between town and country?

How was Really Wild born?
Back when I took up clay pigeon shooting in 2002 I was unable to find the sort of kit I wanted to wear. I wanted something feminine fitting in pretty coloured tweeds. So with my design background and the love of the English countryside, Really Wild was born.

“I have always been a frustrated artist at heart.”

 What’s changed since the business started?
Definitely the growth of e-commerce. This route to market has given us the opportunity to be creative in how we show our collection and I love that it is ever changing. 

What have been your highlights?
The opening of our two boutique shops in Marlow and Sloane Square, London. It has been a personal ambition to have a flagship store in London.

And your toughest moment?
The manufacturing and quality of it, is key to the business. In the early years I took this on first hand and it was a considerable learning lesson! We now manufacture small runs in a variety of designs to mitigate leftover stock in one particular style.

What’s the future of the brand?
For Really Wild to be a well-known luxury international boutique brand, inspired by the country, designed for modern life.

Do you have any favourite pieces from your collection?
Too many, but a particular favourite is our Liberty silk shirt dress in Navy Spice Lillies worn with one of our leather beaded belts and trainers.

What’s your top on-trend piece this Winter?
AW19 sees a more modern way of dressing, mixing it up with an unstructured silk dress layered with a chunky knit, worn underneath an oversized tweed coat with a pair of trainers for an everyday look. Our Hoxton Mohair coat would be a perfect choice for this season.

Which fashion designers do you most often wear?
The French brand Sandro for their modern city styling and equally, Rag & Bone for their fashion forward urban look.  I also buy Massimo Dutti for staple classics which I mix and match with Really Wild for my own individual look.

What is your one item of go-to clothing/wardrobe staple?
I am often in a pair of jeans, so a pretty floral Liberty RW shirt worn with a tailored jacket or coat thrown over the top.

How do you manage your life/work balance?
My girls are grown up and living in London so I have more time in the week to focus on work and enjoy the weekends with my family, friends and four dogs.

What’s your advice for young aspiring fashion designers?
All potential designers have to have a tremendous passion for what they design. 

What’s your motto for life?
Be kind and enjoy life; what you put in is what you get out.

 

 

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