Boden Adds To Mentoring Line-up

Adding  to its line-up of budding fashion talent, Boden has announced the inclusion of menswear designer Daniel W Fletcher and womenswear brand Margo to its Future British initiative. The brand - which announced the addition of Loxley England, Dorateymur and Alighieri in January - always has five brands on its books which it nurtures with financial support, practical industry advice and business mentoring.

"Being associated with a scheme celebrating emerging British talent and British craftsmanship has strengthened my brand identity as having a strong connection with British manufacturing and the championing of traditional handicrafts is core to my business,” said Samantha McCoach of Le Kilt who was a part of the initiative, which is run in collaboration with the BFC, in 2015. "The use of strong narrative is incredibly important to Le Kilt and the Boden Future British mentorship from their digital leadership team was invaluable in helping me strengthen that."

The Future British initiative, which adds new designers every six months, has so far helped 10 British brands to strategise their businesses, assist in areas of weakness, and enhance their strong points.

“Each season, I am increasingly impressed by the quality of our applicants," said Johnnie Boden. "Both of these new designers are already making headlines. I look forward to seeing how they will use the platform to build their brands."