Meet the Founder
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Hi I’m Jyoti the founder and designer of Not Another London.
Straight out of college, I ended up falling into fashion and haven’t looked back. I love pretty things but after years of developing and producing for a number of luxury designers, I have seen first hand the toll the industry creates on the planet and people. I wanted to change this.Over the last 5 years I have moved away from the major established designers and started working with small start up companies hoping to try and change mindsets. The fear of small brands doing things differently is real. That was when I realised that no one was going to do what I wanted to do, so I had to step up to make the change.
I wanted to create a brand that wasn’t putting more pressure on the
earth. So using recycled materials where I can is key for me. It also meant that creating high quality timeless garments that are versatile to promote more wear and designed to be worn for years and not months.Another important thing for me was to help support our customers to give life to our clothes after we are finished with them.
Not Another London is not just another fashion brand but a
community of people who want to do better for themselves and our planet.x