Peachaus has been set up with backing from Cedric Wilmotte, the global chief executive of Michael Kors. "If everyone in the industry came together, put their prices up but started making products so people could buy less, then it would be an economical thing." Ms Ridley Whittle, who was Topshop fashion director between 20, said there was a "huge educational piece" in convincing shoppers that they should be buying fewer items which would last them longer. In the early 2000s, it soared in popularity among young fashionable shoppers, and in its heyday was known for offering deals such as three pairs of underwear for £7. Topshop, which is now sold on Asos following the online store's takeover of the brand in early 2021, was previously a staple of high streets up and down the country.
Ms Ridley Whittle said she realised she was "part of the problem" while at Topshop and things started "to not sit right", driving her to set up her ethical underwear brand Peachaus.
In order to keep the prices down, because it is all so throw-away, and then these companies have gone to cheaper and cheaper sources for their clothes, which don't pay their workers fairly or care about the planet."
She added that customers had become accustomed to the idea that "if they want fashion, they can get it at cheap prices", which was piling pressure on all fashion brands. Retailers have benefited from "the pressure on young people to never be seen in the same outfit", former Topshop chief Gillian Ridley Whittle said. Fast fashion is a "monster" which is hurting all brands as shoppers demand cheaper prices and clothes that they only wear once, Topshop's former fashion director has said.
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