Company Profile

So, with a wish to dress, de-stress and impress, With a longing to inspire and appreciate each individual and each girl’s individuality, Not taking ourselves too seriously, Knowing that you don’t want your new frock to be worn by every Tom, Dick and Harry, Trying to make effortless-chic effortless, Keeping it low key with our stall down Portobello: NFD blog, DJ, style, smile, sew till 4am, get up at 4am to do the markets, dance, chat, alot, laugh, more, Twitter, and sprinkle glitter upon your dressing up box.

So we're a fashion brand that's not really into fashion. In an industry where people, places and projects can easily become a little too indulgent for our liking, Lucy's heart humbly lies in working with as wide charitable insight as poss. Larger projects to date: In 2010, we sold jewellery to 100% fund the building of a school and a water well for the oh so welcoming community and underprivileged kids of Moshi, Tanzania, all in association with ChildReach International. We try to vary our campaigns;  2011 saw us colab with Malaya Jewellery, where we cycled to Paris for The Big Issue. Thanks for all your support to raise £2500 for the cause...This year, we've used profits to sponsor homeless children in Uganda, support the building of a complete water system throughout Eastern Africa, as well as promoting safe sex throughout the UK, but currently put a couple of projects on hold to focus on supporting the crisis in Philippines-so thanks for all your help here.  Lets make giving a fashion that never goes out of fashion! If you are a small charity or have a project in mind, PLEASE be in touch and we'd LOVE to chat about how we can help. We're all about the community, unity in diversity, and so whoever we can help/colab with/inspire/be inspired by/listen to/play with...we're in.

Coming from market trading parents, and grandparents from the East End textile trade, it was natural for NFD to grow from working (hard) at Portobello and Spitalfields back in 2010...We used to design and make everything by hand with our old Singer (Crimbo prez from Gramps when Lucy was seven), until we couldn't keep up, and needed to find help manufacturing.

Our cult classics consist of crystal clean lines, on-trend pallets, flattering silhouettes and casual femininity, with an androgynous strength. They're the cutest canvas that you can take as trendy, dressy, formal or  fun as you like...Influenced by all her gypsy travels, East End roots, Essex pals, hardest working/hardest partying/first generation trendy Ma, the most soulful music man dad, artistic waywardness and stubbornly strong morals; Lucy prefers to undertone the collection with all of that, rather than it sitting obviously on the appearance. We have a range that has an industrial feel with a sexy empowerment in however you choose to wear it. It's for everyone, and anyone!

…And as an ambassador of attention to detail,  we provide a personal service with feminine wrapping, fast delivery, a friendly answer to your emails, and post your frocks with genuine thanks and love. And if there's anything you want that we don't have, drop us a line and we will try our very best to get it for you...Whether it be colour, style, an 'out of stock' item or a random fashion fix you just cant get your fingers on...NFD are at your service.

“Who cares what you’re wearing, From Main St. or Saville Row, it’s what you wear from ear to ear, and not from head to toe.”