Hay Life Clothing is no longer just a wholesale brand, with the fledgling men’s and womenswear-but-also-unisex fashion label set to seriously widen its consumer appeal. 

The busy label, which launched just last year, becomes available on Next’s commercial platform this week, while at the same time, its menswear will also be available to rent through the John Lewis/Hurr-powered platform.

Expect Hay Life to also launch at John Lewis itself in August.

Meanwhile, back to its wholesale roots, it has also signed further partnerships with independents Out With Style and Outdoor and Country while planning to add further stockists later this year.

And to cover its sustainability pledge, the brand has also partnered with London-based repair and alteration platform Sojo to increase the longevity and circularity of its products.

Hay Life Clothing founder and consultant Ryan Llewellyn-Pace previously spent almost 10 years at British heritage brand Barbour, most recently serving as managing director, UK and Ireland until March 2023, and is keen to promote the ‘unisex’ angle of the brand.
 
He told theretailbulletin.com: “There’s a lot of pre-conditioning with clothing and we want it to be unconstrained by boundaries. It will also help the mental health perspective as we want people to be more accepting of letting people wear whatever they want. We’re partnering with a charity YoungMinds that helps young people with identity issues. We’re pushing retailers into providing more of an opportunity for unisex and we’ve found many brands would like to do it. But it won’t happen overnight.”