Aftershock London is a directional, design-led womenswear and accessories retailer that boasts over 150 stores and concessions around the world. They specialise in exquisite handcrafted womenswear and accessory pieces for the “affordable luxury” market. With an impressive turnover growth rate of 40% over the past 3 years, Aftershock London is proving that they can bridge ethical practices with commercial success.
CEO/co-founder, Radhika Harjani discusses the pressures of the recession on the fashion industry and how Aftershock have been adaptive in the face of shrinking markets whilst holding up their code of conduct and maintaining the brand’s artisans training programmes on a wide scale. We focus on the trials, tribulations and successes of one couple’s small dream which turned into a successful global brand.
The romantic story of where Aftershock began was as simple as a shared passion for beautiful fabrics. In 1985, Hiro and Radhika Harjani began a market stall in East London’s Petticoat Lane. Radhika’s drive to create a‘dynamic fashion concept’ began by selling wedding attire, which helped to secure their initial capital investment igniting the scalable fashion brand. Today, their dedicated focus on ethical compliance, internal audit teams and constant monitoring of suppliers has gone far beyond the original mission of the brand.
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