Member Article

Sunderland fashion graduates turned entrepreneurs launch clothing startups

Two graduates with a passion for fashion are setting trends in the North East by launching their own urban clothing brands.

Caitlin Embleton, who studied Fashion, Product and Promotion at the University of Sunderland, had ambition to bring her designs to market under her own name ‘C.Embleton’ and set about working on new ranges and developing her brand identity whilst studying.

Fellow Sunderland graduate James Okello Wangadia was inspired while studying for his degree in Sports and Exercise Development, and is breaking into the street style urban market.

Caitlin heard about the enterprise support available at the university’s Enterprise Place. She said: “I considered getting help from the University after attending a guest speaker event. I really enjoyed hearing the members talk about their journey in business, which is something I had taken an interest in when branding my products. I thought I’d apply for help to gain knowledge about the practicalities of running a business.”

Since graduation, Caitlin has worked hard setting up her business whilst receiving advice and guidance from advisors at The Enterprise Place. She says: “It’s been hard work because I also have a full time job, but it’s well worth it when you see the process from design to creation, it’s very rewarding.

“I designed the garments around myself; they’re items I’d like to wear. The range is street style; items you’d see on the street but more luxurious and affordable.

“I’m starting by launching my company online but I hope to build it up and eventually open a store in Newcastle. My next step is to make more handmade, bespoke items and my aim is to exceed everyone’s expectations of a luxurious urban street brand. It’s not High Street, it’s designed by a local designer.”

Caitlin’s online store is currently selling a range of hats, original beanies, pom-pom hats and snapbacks as well as one-off, hand-made pieces, at:www.cembletonltd.com.

James was motivated to develop Sw3lly Clothing following his success in the University of Sunderland’s 2013 Business Planning competition, Blueprint. He was crowned winner of the One to Watch Award.

James says: “The Blueprint competition was a great experience; I received a cash prize and was offered a place at The Enterprise Place and I couldn’t say no.

“The feedback I received was one of the most helpful things; how to structure, and what you need to mention when pitching. Overall it built my confidence.”

Through his membership to The Enterprise Place, James was put through a business course, supported with mentoring, given access to office space and meeting rooms and was able to get access to funding which enabled him to buy sample stock.

“The Enterprise Place is a really supportive environment and it’s given me lots of confidence. There’s a lot of talent in one place. There are experienced people and others just starting out. It’s all about the knowledge you get from every single person in there, you never know which direction they can point you in.”

Sw3lly Clothing sells a range of clothing and accessories for men in their online store, www.sw3llyclothing.com as well as in stockists around the region.

Two years on from the original idea the business is growing. It has received attention from FHM magazine who were interested in featuring some of Sw3lly’s products.

James says: “Sw3lly stands for confidence and reflecting the urban lifestyle. We’re coming out with styles that are unique to the market. There are a lot of urban clothing brands out there but I feel like we’re the leaders of the market in the North.”

Vince Robson, The Enterprise Place Business Development Manager, says: “Both Caitlin and James have really embraced the support on offer here at The Enterprise Place. They are two exciting up and coming designers who’s clothing and accessory ranges should do well amongst their target markets.”