Meet The Founder Of This Fun, Sustainable Brand
Meet The Founder Of This Fun, Sustainable Brand

Meet The Founder Of This Fun, Sustainable Brand

In this series, we talk to the founders of some of the fashion industry’s fastest growing brands to find out how they launched the business, what to expect next and everything in between. First up is Emma Hill – the brains behind LuxeGirl favourite Damson Madder…
By Sapna Rao



We wanted to create something that did more good than bad. Damson Madder was founded at a time when the spotlight on the environmental impact of the industry was growing rapidly and consumers had started interrogating all the bad practice going on behind the scenes – it was a real wake up call. I knew I wanted to stay in the fashion industry, but certain parts of my work were becoming quite soul destroying and the impact undeniable. Then I had a moment of clarity – I could choose to do better, to be better and to do things differently if I did them myself. 

Ethical fashion and design are at the forefront of the brand. Back when we started out, there just weren't that many brands offering unique and exciting designs that had been made ethically or sustainably. We started working with different recycled and organic fabric bases and experimenting with natural dyes. While we were testing out colours, some of our favourites were called ‘Damson’ (plum) and ‘Madder’ (flower) – and so the business was born.

Ultimately our purpose was, and is, to make a difference. We launched in April 2020, just one week before the first Covid lockdown. It was tough, but we’ve always taken a global perspective when it comes to inspiration and design, which is why we had such an incredible response to the first collection – it resonated with so many people. 


Innovation, sustainability, and style are three words that best describe the brand. They just translate into everything we do. We really focus on circular design, innovative fabrics and washing techniques and, as mentioned, sustainability is core to our business. Every garment has different sustainable attributes depending on the style. It should also go without saying that everything is ethically sourced, too. We use recycled polyester and cotton within our collections – the former is made from plastic bottles taken from coastlines and landfill and the cotton is recycled from textile waste. Our packaging is recycled and recyclable, too. But we don’t claim to be perfect. Instead, we’re always transparent with our materials and processes, and are always striving to do better. 

Bigger isn’t always better. Being a small business, it can be a challenge to keep up, so we try not to get swept up in the buzzwords, but focus on constantly evolving and developing how we work. We create all our collections in small batches to reduce overproduction – buying between 50-350 units of each line. Keeping it this way ensures there’s minimal waste.

Our denim fabrics are 100% biodegradable. Throughout our denim collections, we’ve replaced harmful chemicals in our finishing processes with newer technologies for sustainable washing effects. In addition, mono materials further elevate our circular design principles – making all of these garments more easily recyclable. 



The Damson Madder Girl is anyone who loves fashion but wants to be more conscious with their choices. We give people who love style the opportunity to buy timeless pieces.  

A floral dress and a green checkerboard shirt and shorts set were big sellers for us in the beginning. There was also the organic shirt and matching trousers that were really popular last summer. Another ‘pinch me’ moment was being in a room full of people who were wearing our pieces – including Lianne La Havas and Jasmine Hemsley. It was a real moment to feel grateful for how far we’d come.

We pride ourselves on our denim. We wanted to make sure we did it in the most ethical way we could, so we homed in on water usage. It’s estimated that every pair of jeans uses up to 6,000 litres of water in the cotton growing process, so minimising our impact in this respect was a top priority. We use a sustainable laundry that only requires 20-35 litres of water per pair as opposed to conventional laundering. Using recycled cotton is also really important to us when we’re designing with the circular economy in mind. 


We are constantly looking into new innovations and technologies. For SS23, we’re also working with LENZING ECOVERO™ for a few of our key styles. This is a branded viscose fibre derived from sustainable wood and pulp, coming from certified and controlled sources. All of these materials are certified with the EU Ecolabel for textile products – all of which are audited annually for their contribution to forest conservation, transparency and commitment to sustainability.

More collaborations are in the pipeline. Over the past year, we’ve been lucky enough to work with our incredible community. We worked with Poppy Almond on both a fashion edit and an exclusive one-off ceramics collection (which sold out in a matter of hours) as well as Jasmine Hemsley on a dedicated autumn edit. 

We’ve also partnered with CRISIS. The charity aims to tackle homelessness, and was something we felt passionate about supporting. To contribute, we donate one beanie to CRISIS for every beanie sold on site. Being able to give back in this way is something we hope to continue for many years. 

We’re excited about some of our new launches. From re-introducing our bestselling Mimi Tunic in a new colourway (available on the 16th of February) to restocking our much loved Tilly Gillet at the end of January – there’s lots to look forward to. We’re also working on diversifying into homeware this year – so watch this space. 


Shop our favourite Damson Madder pieces below

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