Influenced by her coastal lifestyle Shelley favours quality over quantity and is drawn to effortless, feminine and thoughtful design focusing on textures within a neutral pallet. As a busy mother, traveller, friend and artist she wanted to design a brand that created pieces to transition seamlessly within each facet of her life. A dress to be worn over a bikini to the beach, then paired with some sandals to go out for dinner with friends. Shorts and a shirt to be comfortable in to do the chores and get the kids off to school, but look polished enough to head to a meeting. As a busy women she craved clothes that felt comfortable but looked polished and casual.
Breaking away from the traditional seasonal fashion cycle Beiged produces collections on its own time, focusing on trans seasonal style. Bucking the trend of discounting items after a few months Beiged doesn't believe in devaluing their product, often reproducing popular styles year after year. There is a sense of belief in the longevity of their product and they stand by this by not abiding to the traditional sale cycle.
After many trips to the island of Bali she felt it was a second home. There was no question that she wanted to support the local people who had made her feel so welcome on their land. Having close relationships with all of our manufacturers Shelley frequently visits the makers to ensure ethical working conditions and best environmental practises are adhered to. These relationships are cherished and have immeasurably contributed to the success of Beiged.
Furthermore Beiged is dedicated to reducing our companies carbon footprint by using predominantly natural fibres and biodegradable packaging, while continually reviewing how we can tread more lightly as a company. Beiged acknowledges sustainability is a journey, rather than a destination and encourages you to read more on their ethos here.