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Noorin Khamisani | Outsider Fashion

I love styles that are lost in time

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So…I was fortunate enough to grab an interview with the Noorin Khamisani, the driving force behind Outsider Fashion. She was born and raised in London in the UK. She graduated with a first class honours degree in Fashion Design and runs Outsider Fashion, a boutique with an emphasis on ‘ethical fashion should just look like fashion’. This must be where fashion, tech and everything else that touches our daily life heads towards for a safe future for our planet and kids. I was super excited to meet her and ask her about her business and hope we can inspire. Anyone who’s ever wondered how it works, or plans on a life of running a fashion empire, listen up!

 

 

Noorin – How did you get into fashion?

I was always interested in design and became focused on fashion as a specialism I wanted to pursue early on. I studied Fashion Design at UCA Rochester and jumped straight into internships with independent designers after that. I had a great time learning from industry both in London and New York. After a few years I moved on to working as part of the buying team on the John Rocha Designers at Debenhams range. Some more time working with other brands like Hobbs and Ted Baker gave me a really good grounding in understanding the fashion industry.

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So what made you decide on your own label?

I started to question the ethics and sustainability of the industry as a whole. The more research I did the more dire the situation looked.

At that time, 7/8 years ago, there was little interest in switching to organic cotton or working towards a fair trade model for example. So I decided if I wanted to prove fashion could be made in a better way I would have to start my own label. Hence developing my first collection for Outsider and launching it in 2009. The whole I idea was that fashion can be produced using sustainable fabrics, in good working conditions and could still be luxurious and beautiful. My tag line was ‘Ethical fashion should just look like fashion’ which reflected the bad press ethical fashion had had at the time.

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How do you balance your role at Outsider with your lecturing work at London College of Fashion?

I am very fortunate to job share, so my lecturing work is manageable and complimentary to my own work. In fact I would say the two roles benefit each other. By running my own ethical fashion business I have up to date real life information and contacts to share with the students. When I teach them about sustainability, it’s not just theoretical but enhanced by the reality of trying to actually develop product in this way. Seeing which topics the students respond to helps me to ensure my own work is current with what my potential customers of the future will be looking for.

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Finally, what are your top tips for success in the fashion industry?

I say this all the time to my students and it is so important to remember. The fashion industry is changing and evolving all the time. The industry I was trained for when I was at University does not exist now. So to ensure your success you need to be constantly keeping yourself informed, updating your skills. You need to be adaptable to future proof yourself. Understand that everything and anything can have an influence on fashion so you need to ensure you know what is going on in the world. Finally persistence is key, in such a competitive industry.

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Check out Outsider Fashion’s website, Facebook and Instagram.

Personal note, thanks Noorin! Ben.

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Top 5 Tips On How To Use A Clothes Steamer

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Fridja Steamers On This Morning With Our Response!

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London Fashion Week / Weekend SS16

Two new venues, Harry Styles in a leopard suit and glorious sunshine the whole season? Boy are we being treated this London Fashion Week / Weekend SS16!

 

LFW SS16 Fridja Steamers

LFW SS16 Fridja Steamers

LFW SS16 Fridja Steamers

 

No longer at Somerset House, the British Fashion Council have moved London Fashion Week’s venue to Brewer Street Soho. Spanning two floors of the Brewer Street Car Park, the new central LFW venue played host to designer catwalk shows in the BFC Show Space and the Designer Showrooms where over a hundred designers exhibited their collections to an audience of UK and international press, buyers and stylists.

 

 

Of course we were there soaking up the atmosphere. One of the Fridja Team, Zoe Paskett, went out and got some pixels from the best dressed out there. We’re so impressed how good everyone looks at London Fashion Week, Londoners really do do street style the best (don’t we?)

 

LFW SS16 Fridja Steamers

LFW SS16 Fridja Steamers

LFW SS16 Fridja Steamers

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LFW SS16 Fridja Steamers

LFW SS16 Fridja Steamers

LFW SS16 Fridja Steamers

LFW SS16 Fridja Steamers

LFW SS16 Fridja Steamers

LFW SS16 Fridja Steamers

LFW SS16 Fridja Steamers

LFW SS16 Fridja Steamers

 

The shows did not disappoint. A lot of our favourites were there along with some of amazing new ones. Here are a few of our very favourites along with some of amazing pics of the event!

 

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Jasper Conran

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Holly Fulton

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Anya Hindmarch

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LFW SS16 Fridja Steamers

LFW SS16 Fridja Steamers

 

Erdem

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Christopher Kane

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Daks

LFW SS16 Fridja Steamers

 

Fyodor Golan

LFW SS16 Fridja Steamers

LFW SS16 Fridja Steamers

 

Eudon Choi

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Christopher Raeburn

LFW SS16 Fridja Steamers

LFW SS16 Fridja Steamers

 

Pretty damn awesome. But of course it wasn’t just swanning around with models (only 90%), we also did plenty of hard graft. Steaming and steaming there was no crease in site. At the fabulous London Fashion Weekend we even sold our steamers. Now at the Saatchi Gallery, it’s a West London affair now! It’s great to have a chinwag and rub shoulders with our customers. Here’s some a glimpse of what it all looked like.

 

LFW SS16 Fridja Steamers

LFW SS16 Fridja Steamers

LFW SS16 Fridja Steamers

LFW SS16 Fridja Steamers

LFW SS16 Fridja Steamers

LFW SS16 Fridja Steamers

 

And so for another six months we can have a mini break knowing that the baby giraffe models, the stressed designers, the clipboard queens and the non plussed security have done their job. Turn off the steamers, unscrew the hose and empty the water tanks; London Fashion Week and London Fashion Weekend SS16 is over.

Pass the vino. Merci beaucoup.

 

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Dragons Den In HD

Here’s Fridja Steamers incredible ride in Dragons Den. Hello to all our new friends!

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Fridja Steamers on Dragons’ Den In Pictures

Oh hi!

Ben here. What a ride. Feel a bit sick, but in a good way, like too many M&Ms.

Here’s my Dragons Den journey in pictures. You can always watch it on BBC iPlayer if you missed it.

Thanks to everyone, especially Nick and Deborah! xx

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Evening Standard: The Product We Want To Own

Just a day before probably our biggest moment so far, The Evening Standard (HUGE UK newpaper btw) has pronounced:

In Episode 1 of the latest series, there was one product that stood above the rest as the one we’d really want to own. It’s called Fridja, and it’s a clothes steamer.

Incredibly nice of them. Remind me to buy everyone who works there a drink and a McFlurry.

Here’s the article in it’s full glory. You can also read it here. Yay!

Evening Standard Fridja Dragons Den

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How To Wash Dry Clean Only Clothes At Home

We often get asked how to wash dry clean only clothes at home at Fridja headquarters, and so it’s really delightful when someone as brilliant as Telegraph Fashion explains it in a beautiful article! Yay! You can read their awesome article using this link – How To Wash Dry Clean Only Clothes At Home!

They highlight some great points. Check their article out, or just read out highlights!

Give it some airtime

When you’ve worn something to a bar or restaurant, it might hum a little, but fear not! Mother nature has a beautiful solution. Hang it up somewhere with fresh air! Give it 48 hours, then see if it still needs ‘cleaning’. Provided there’s no stain, any mild odours should disappear if you just give it some time. So in brief, hang it up and stick the kettle on.

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Spot clean embellished items

Spot treating is ace for direct action on any marked garments (particularly make up marks). Take a damp cloth, apply warm water (and wring out) then dab, never rub. The stain should lift out. We also like doing this with our fabric brush (F-1000 and F-1400), complete with every Fridja steamer of course!

How To Wash Dry Clean Only Clothes At Home

Don’t believe the label

Certain materials should never be washed at home. Silks, wools and taffeta are all a big no no. However some materials, however expensive the price tag was, are fine to wash at home. Cottons, polyester, nylon and acrylics are all perfect to wash at home.

Machine-washing cashmere

It’s bad practice to take expensive luxurious cashmere to the dry cleaners all the time as each trip will render them thinner and thinner. Unless stained, avoid the cost and the trip by tending to it at home. Always wash on cold and when drying never hang up as it might just end up stretching. If you’re worried about clothes moths, put your delicates in the freezer!

Check out our video on how to steam your favourite fluffy below!

Steam your silks

The Telegraph Fashion articles says:

“Steaming can remove mild dirt. It is particularly good for delicate fabrics that you would prefer not to wash in a machine, such as silk, but also works on cashmere and acrylic. It will loosen dirt, which can be removed using a clothes brush. I use a portable steamer by Fridja (£99.99).”

The Telegraph Fashion article was written by super awesome Francesca Salih, check out her site Wardrobe Mistress.

If you have any tips of your own or questions, just pop a comment below! Or say hi via our Facebook, Twitter or Google Plus pages.

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London Fashion Week AW15

We’re starting to come out of hibernation. We’ve hopefully managed to lose an inch off our waists in preparation for all the easter eggs that are just around the corner. Time to crawl out from under the stones and get off of Netflix, it’s London Fashion Week AW15!

We’re in treat this season with new collections from all the top designers. This includes favourites Gareth Pugh, Henry Holland and Christopher Kane, all users of Fridja Steamers!

We were proud to provide steamers at Somerset house this year, this is what some of them looked like! Hello Betty and Ralph!

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From Friday February 20th to Tuesday February 24 2015, London is once again under the world’s spotlight, showcasing the very best in international fashion. We were busy backstage steaming away, but our very own Zoe Paskett went out to Somerset House and did some street styling. You can check out her blog here.

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Thanks as ever to the BFC for their continued support. We heart them.

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Eiffel Tower Catwalk Show 2014

On Friday at 8 am, the iconic Eiffel Tower was transformed into a catwalk, and we provided the garment care. We know what you’re thinking, yes, it was cold.

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