Just Harry

Meet Harriet and her one-woman sustainable fashion brand, Just Harry, based in Alnwick.

Just Harry is all about giving vintage denim a new life through creative deconstruction and reconstruction. Every piece is handmade, completely bespoke and totally unique.

 

After university, Harriet made her first jacket from recycled denim and started receiving compliments wherever she went. Soon, people began commissioning her to make more. Working from the living room of her shared house, she realised the idea had real business potential. About four years ago, she decided to move back home to Northumberland to grow her brand in the place that inspired her creativity.

 

Harriet’s story

“While studying at Leeds College of Art, I discovered how much I loved projects that involved taking things apart and creating something new. I preferred reusing fabric rather than always looking for new materials, which is far more sustainable. I found it more rewarding to design this way, as it challenges me to think creatively and problem-solve, making every garment more interesting.

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“I grew up in Northumberland, but like many people, I wanted to explore the world beyond it. I thought I’d never leave London, but when I came back home, I realised how incredible the sense of community is here. It’s so refreshing and uplifting. Word of mouth is a huge part of business in Northumberland. People don’t just buy your products; they believe in you and your brand. That’s why I put effort into connecting with others and showcasing my work on social media.

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“I’m passionate about championing other small businesses too. After Covid, I started running fairs in Alnmouth to help local makers reconnect with the community without having to travel far. I also run a shop in Alnmouth with my mum, called Jane and Harry, which sells products from independent Northumbrian businesses and artists.

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“During my degree, I worked for Oxfam Wastesavers and was shocked by the amount of clothing donated every day, much of which couldn’t be resold because of poor quality. That experience motivated me to build a brand that reuses timeless materials. Denim is durable, stylish and never goes out of fashion. When people buy from Just Harry, I want them to feel they’re investing in something made to last.

 

“My garments are made to order, which means I don’t create excess stock and can keep waste to a minimum. I source most of my denim from a vintage seller in Durham who often has pieces that can’t be sold on. I always use 100% cotton with no stretch.

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“Depending on the jeans, it can take up to 30 minutes to unpick a single pair, and around six or seven pairs go into making one jacket. Each jacket can take up to 25 hours to complete.

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“I’m now looking to refresh my business model with mini-collections. For example, I launched a corduroy collection in spring, and I plan to create more limited edition drops using specific materials alongside my core denim range. Once they’re gone, they’re gone.”