When Everything Changed for Reece Yeboah of Saint London

25 Dec 2019 · 1 min

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1:21

In this interview, 25‑year‑old West London designer Reece Yabrah (also known as Reece Yeboah) recounts his unconventional path in fashion. After studying the discipline for two to three years, he dropped out and financed his own label through work earnings. The brand began gaining visibility around early 2014, culminating in a pivotal 2018 pop‑up at Selfridges where the entire collection was purchased. Reece discusses the difficulty of shifting customer engagement from bespoke, direct messages to a broader online platform, noting recent improvements. Central to his ethos is giving back to the Saint London community—offering knowledge, business advice, and mentorship—culminating in plans to open his first flagship store in his hometown of Lubbock Grove, reinforcing his commitment to community uplift.

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My name's Reece Yabrah. I'm 25 years old, West London designer. My journey's been a crazy one, and I've used that to motivate myself. I studied fashion for about 2, 3 years. I dropped out. I found some funds from working, put that into my business, and I've been going ever since. Early 2014 is when people started to see the change in the brand. In 2018, I did my first ever pop-up in Selfridges. And they bought my whole collection. Online presence is, I feel like, in the community it's hard because I started off my business, people if they wanted designs bespoke and stuff like that would come to me, send me messages. But now it's like getting all that traffic back onto the online platform, but it's working right now. The community aspect of Saint is just, yeah, just giving back, whether it's just knowledge or business advice or just Telling my whole story to the kids in the area. My first ever pop-up flagship is going to be in the area that I grew up in, which is Lubbock Grove. I wanted to have that implemented into the ethos that I'll always give back to the community no matter what.