Irish Design Spotlight: Jump The Hedges

Tell us about you and your brand
Jump The Hedges is a sustainable design studio. We are mainly known for our bags made from reclaimed truck tarpaulin and aeroplane seat parts, however, we do a lot more than just bags. We use the brand as a platform for sustainable activism; from creating sustainable products to speaking at events and festivals to leading workshops in communities and schools.

What is your mission?
Our mission is to challenge people’s perception of waste material, recognise the connection between farming and fashion and to empower our community to make their own environmental contributions.

Did you always know you wanted to be a designer?
Yes, I always wanted to be a fashion designer, I have no memory of wanting any other career! I did not grow up around fashion or art but everyone I knew either worked with their hands, the land or in teaching.  This was a different kind of creativity to grow up around and allowed me to recognise the different ways we can live a creative life.

What kind of items do you stock?
I currently have four styles of bags; fanny bags, stash bags, tote bags and yoga bags.  I work off a ‘drop’ system which means my online store is closed basically 360 days a year and opens one day seasonally to ‘drop’ the bags.  For the last four years, every drop has sold out within a couple of hours with the majority gone within the first 30 minutes.  Selling in this manner allows me to exist sustainably as a small business as I am able to focus my time on manufacturing when the shop is closed.

Prior to launching Jump The Hedges, I worked as a designer for adidas in Germany which was a job I loved but I always felt so conflicted due to the environmental damage caused by the fashion industry.  In response to this frustration, I have spent the last number of years developing a ‘farm to garment’ project and will launch the first garment in the next few months. This project has brought me from hanging out with farmers in cotton fields in Greece to weaving and sewing factories in Portugal.  The next few months will be an exciting period for Jump The Hedges when all this hard work comes to fruition and I can’t wait to see the response!

What new brands or items are on your radar?
I am a huge fan of Haeckls, a skincare company based in Margate, England.  They are so progressive and environmentally focused in their product development and their community engagement. I don’t feel hugely inspired by the fashion industry as there is so little transparency or honesty; when you scratch the surface, very few brands are truly sustainable. I am much more inspired by the food industry which, in developing a farm-to-table movement, paved the way for the farm-to-garment movement. I am inspired by trailblazers in any industry who are working from an obvious grassroots level.

Was money/funding a concern when starting out?
Absolutely. I worked several jobs alongside the business when I first started and still do. During Covid, I was forced to work full-time at the business as I lost all my part-time teaching work. I put the drop system in place and felt great freedom during this time to experiment with my business model.  I currently teach at NCAD alongside running the business which is not easy to manage but I get such good energy from working with students that it is worth it. Having a consistent income, no matter how small, alongside a creative business allows you greater freedom in your decision-making.

Best business advice you’ve gotten
You have to be in business to be in business. So often we can get distracted with the vanity measures of social media and overthinking small decisions that we forget that we have to just keep the money coming in.

Favourite fashion/design accounts you follow
@1granary, @odeandiefreude, @ahistoryofarchitecture

Best fashion purchase
My gold Claddagh hoops which I purchased at my local jewellers in Crossmaglen; Hanratty Jewellers.

Other Irish brands you love
I am very proud that several of my former students have gone on to set up their own businesses; @imaraearth, @hanclothingofficial, @by.eln.

Most useful learning since setting up a business
Social media is fake; you have no idea what support other businesses are getting or if they are actually even bringing in any money.  Comparison is the thief of joy so stop wondering about other businesses and get on with developing your own work!

Proudest moment so far
Winning the RDS craft award in 2022.

I want my brand to be remembered for… trying to make a difference.

If I could have anyone wear my designs it would be… I am not interested in influencers and feel so proud when I spot a ‘normal’ person cycling past me wearing one of my bags.  These ‘normal’ people are who my business is built upon. I am so grateful that they choose to spend their hard-earned cash with me and without them, I wouldn’t have a business.

Imagery courtesy of Síofra Caherty