A Dundee fashion brand which has supplied Wrecking Ball pop star Miley Cyrus is hoping to smash open the US market.
Isolated Heroes is known for its faux fur and sassy sequin styles and counts many celebrities as its customers.
Paloma Faith, Pixie Lott, Be Charlotte, social influencer Sophie Hannah and drag queen Ellie Diamond are also fans.
The brand was founded by Samantha Paton 10 years ago with a mission to “empower babes of all shapes”.
Its 10th anniversary collection will be displayed at Scotland Re:Design Fashion Festival at V&A Dundee on Tuesday night.
Isolated Heroes attracts celebrities
The fashion house’s strong online presence has led to it being contacted by the celebrities.
Samantha also notes that because everything is made by hand in Dundee, the team is able to create made-to-order clothes at short notice.
“I remember Miley messaged us directly from her Instagram account,” Samantha said.
“We’ve got really good relationships with her and Paloma Faith.
“Recently we supplied the outfits to musicians playing on stage with Biffy Clyro.”
Importance of ‘Made in Dundee’
Samantha studied at Heriot-Watt University in Edinburgh but returned home to set up her business a decade ago.
She wants to lead the way towards bringing more garment manufacturing back to Dundee.
Significant investments have been made into Isolated Heroes this year, including a move to 2,800 sq ft premises in Loons Road, machinery and hiring 10 staff.
She said: “I’m pleased to now be at the forefront of supporting local talent in Dundee and be part of the return of manufacturing in the city.
“Dundee is steeped in a rich textile heritage and having a real cultural moment with a string of independent fashion houses within the city.”
Samantha has also developed an SQA course with charity Front Lounge, which develops skills in design and garment manufacturing providing employability opportunities to young people within the city.
Plans for US expansion and doubling sales
The business, which has a staff of 15, will have a turnover of more than £250,000 this year.
Samantha said that doubling this number in 2023 is achievable after winning a series of new clients and stockists.
She is hoping to secure a deal that will see her products in stores across the US and she is keen to win more business by attending an American trade show.
She adds: “80% of our sales are direct and two-thirds of those are from USA. Again, this is thanks to our social presence.
“A lot of our wholesale inquiries are from the LA area and I am planning to go to trade shows next year.
“We are working on a deal with a partner which could take us into several American shops.
“£500,000 turnover isn’t out of reach for Isolated Heroes and after 10 years in business.”
The Isolated Heroes range covers a UK size six to 28 and aims to champion body positivity.
It is also working towards being as sustainable as possible. This year it bought large amounts of deadstock from luxury fabric suppliers who are going into liquidation.
This has helped implement their deadstock policy, using 80% deadstock fabrics in each new range.
Conversation