Art Disco: The Yorkshire clothing brand taking inspiration from outdoor life on the coast
Autumn sky and sea colours, a sense of adventure, cosy evenings and community inspire a clothing brand taking its inspiration from the coast and outdoor life. Emma Ryan talks to Art Disco.
It has been more than ten years since Art Disco was founded by Marie France and Lucy Catherwood after they left university.
Originally from the Yorkshire Dales, they took their love for the outdoors, surfing, the beach and road trips and turned it into a clothing business which is constantly - but discreetly - evolving.
On one of those typical crisp, bright and breezy Autumn mornings we get at this time of year - while overlooking the sea at Sandsend near Whitby on the North Yorkshire coast - the conversation with Marie has a vibrant, clear and wholesome energy about it.
Sharing plans for the future of Art Disco and what the brand has come to represent, Marie also gives The Yorkshire Post a first update as to what fans can expect in the coming months and new year.
She says: “Art Disco has grown, and especially since moving from The Dales to Whitby. It has got a community around it. I love that aspect of Art Disco and want to continue that.
"The Mermaid Club drop for example, when people see each other wearing it, it almost brings together like-minded people and others who like it.
“Art Disco didn’t start with a signature style but the designs are personal and over time have become consistent. People around Whitby recognise the Art Disco brand now.”
There are staple hoodies and t-shirts, sweatshirts, socks, hats and bags along with candles, mugs, blankets and bandanas.
If The Mermaid Club themed range, packed with pastel pink and blue, was synonymous with summer then The Cosy Club and Campfire Club pieces, without question, lend themselves to autumn and winter. Deep reds, forest greens and earthy browns fill the colour chart.
Even though the ranges are not seasonal as such, they are influenced by changing seasons. Marie is currently working on autumn and winter colour combinations inspired by ‘the blue hour’ and the lilac and blue colours which fill the sky before sunrise and after sunset.
These will be coming soon in time for the autumn and winter period she adds, along with a new design for a t-shirt, jumper, candle and cards.
Also in time for Christmas will be the first Art Disco range for children. It is something Art Disco has been asked about numerous times over the years.
“What better time than now,”says Marie. “Art Disco gets asked about childrenswear so much, so when I am putting energy into a new direction and working hard on it, what better time than now to do a little drop.
“Women are our main customers, but buy for husbands and ask about kids, and matching and complementing items are a popular thing to have, especially coming up to Christmas and gifting.”
That said, Art Disco isn’t one for following fads or fast fashion and is looking to maintain its air of exclusivity and integrity. There may be just five items in a new range rather than, say 30, in a myriad of different colour schemes.
Smaller drops, but doing them more often, is a shift Art Disco is going to start exploring. It is a way of testing the market to see what people like but also to widen the appeal of the brand to a wider audience.
“It makes it more interesting for everybody,” Marie says. “When you do 30 options there is so much to look at and it becomes hard to pick one. If you do fewer, I find that works better.
“It is unique, Art Disco is not fast fashion and even down to how the items get to people is intentional.
"The products are hand-packed and wrapped in illustrated boxes. You feel like you are giving a gift to yourself.”
All the designs and illustrations for Art Disco projects, whether images, detail or lettering are created by hand. Marie studied Fine Art at university but the inspiration for the ranges is actually much more simple.
It can come from nature, the sea, the moors and the colours and scenery they give us at any time of year, along with a wild imagination when putting pen to paper.
Never too far away from a sketchbook, Marie will jot down ideas as she comes across them, then they make their way into the studio.
She says: “Obviously there are themes which run through Art Disco projects such as mermaids, coastal vibes and road trips but how I create them is usually just a feeling.
“The North Sea Beach Club range is very tongue in cheek referring to it being colder up north, but that very inspiration just comes from being in Whitby and living by the sea.
"Old movies and old graphics inspire the type and text too.”
Keen fans of Art Disco may have spotted some of the brand’s first designs making a come-back.
Last year’s range of If Lost Return to the Deep Blue Sea was a revamp of a 2021 design. It was a favourite at the time and reworked to feel fresher and used on new garments.
Marie says she is planning to re-visit some of the other early Art Disco pieces and do them in new colours too.
Up to now, Art Disco has been done from a home studio, marketed and sold online and via social media.
However, Marie is considering opening a shop in Whitby to showcase the Art Disco brand to another audience beyond its already established following and get feedback for new ideas.
She says: “I want Art Disco to continue developing, I have lots of things I am excited about, where it is going and where I see it.
“There is always a thread of mini adventure, making every day feel a little bit more magical and I just hope Art Disco brings people a little joy.”
Find out more about Art Disco’s story and its clothing and accessories including socks, bags and hats at artdisco.co.uk and Instagram @artdisco.