Just 3%* of clothes worn in the UK are manufactured domestically. The rest are made abroad, and transported thousands of miles to get to our wardrobes. Many of the clothes sold today fall under the umbrella of “fast fashion” — produced in huge quantities, bought on impulse, and made to last a season or two. This has led to growing concerns about ethics, the environment, and the quality of the clothes we buy and wear.
We are seeing a growth in demand for local, ethical, traceable fashion. According to the Barclays Made in Britain Report, 36%** of respondents said they were buying more British-made products than they were five years previously. Consumers worldwide are beginning to choose slow style over fast fashion, and the growing interest in British farming is also contributing to the “buy British” trend here in the UK.
If I had it my way, every item I stock would be 100% British-made, right from the get-go — including the materials and embellishments. Whilst this is my long-term goal for Harradine’s Country, we will be taking it a step at a time.
Whilst the UK lends itself to the production of beautiful, very high-quality pieces, many garments are sourced from abroad, or made using imported materials. In this post, I will outline some of the challenges facing me on my quest to become a 100% British-made country clothing retailer, as well as my reasons for optimism.
*Source: The Guardian
**Source: Barclays Made in Britain Report
What British-Made Actually Means
“British made” or “made in the UK” can mean a few different things. Some products may be made in the UK using imported materials, whilst others may be made using 100% British materials. Many products will fall somewhere in between.
According to the Made in Britain website, products that carry their trademark must be made with raw materials or components that have “undergone a substantial and transformative change” as a result of “manufacturing processes that take place in Great Britain or Northern Ireland.” Furthermore, Made in Britain requires that “100% of the labour or human resource that makes the finished Product that will carry the [Made in Britain] Trademark, is in Great Britain or Northern Ireland.”
Of course, this particular definition applies to products that carry the Made in Britain registered trademark. For more information about Made in Britain, check out their website.
Many products will carry the label of being “designed in Britain”, “British designed” or something similar, which somewhat alludes to the idea of a British product. However, such products are often made abroad by or for a brand that is based here in the UK.
A 100% British-made product, that uses only British materials, is rare in the modern fashion industry. That’s why I’m being realistic about how I intend to source my products.
Right from the start, I want to be as transparent as possible regarding the provenance of the lines I choose to stock. I want to tell my customers which products have been made in the UK, and which of those are made with British materials, so you can buy British with confidence.
The Challenges of Sourcing 100% British-Made Clothing
There are several challenges around sourcing British-made clothing, including the costs of production, and difficulties around sourcing large quantities. However, I also found plenty of reasons for optimism whilst carrying out my research.
Why British-Made Clothing is More Expensive — And Why it Isn’t
From wages to regulations, there are several ways in which overseas manufacturing is cheaper than in the UK. However, many consumers are concerned about ethical issues, such as workers’ rights and the impact on the environment.
Shopping British-made products means you are more likely to purchase a quality product that is made to high environmental standards, by workers who are treated fairly. Plus, your UK-made product will have likely done far fewer miles than any product manufactured abroad.
A (Hidden) Cost Breakdown
British-made clothes are more expensive than those made abroad — or are they?
Make it British has a really interesting article on their website (check it out here), which provides a cost breakdown of a £25 T-Shirt made in the Far East, compared to a comparable T-Shirt made in the UK. Their analysis helps illustrate why “cheaper” clothing that is mass-produced abroad may not actually be cheaper than British-made clothing when we look beyond the price tag.
Before factoring in the import duties, shipping costs, and markdowns, the T-Shirt manufactured in the Far East is estimated to cost around £4.24 — about half the cost of the British-made T-Shirt. Therefore, the British-made T-Shirt will be more expensive to the brand, retailer, and consumer — right?
However, the analysis from Make it British points out the “hidden costs” of large-scale manufacturing with long lead times. Businesses have to order these items in large quantities, well in advance. Therefore, they have to take a gamble on what will sell, well ahead of time.
Almost inevitably, this means many items are sold for less than full price, with some not being sold at all. Factors such as the weather, changing fashion trends, and the economy can all impact consumer choices, leaving brands and retailers with tonnes of unsold products.
Not only does this impact profit margins, it also necessitates the production of cheap, low-quality, throwaway items.
So, we end up with a downward spiral. Brands and retailers know they will have to sell excess stock at a markdown, so they push the costs of production down to protect profits. This results in a lower-quality product, which the consumer will want to pay less for (and which they know will be available to purchase at a knockdown price in a few weeks). This puts further downward pressure on prices, which drives down the costs of production, and the cycle continues.
UK manufacturers, with their higher overheads, simply cannot compete in this race to the bottom.
However, there is an enormous opportunity here for British manufacturing. I believe that our great British manufacturers don’t need to compete purely on price, or compromise on quality.
Small, but Mighty
90%* of UK fashion and textile manufacturers employ fewer than 10 people, unlike the vast operations in Asia and the Far East. Therefore, brands that manufacture in the UK will probably need to work with smaller quantities.
However, this comes with some huge advantages if you are looking for high-quality, sustainably produced clothing. As is highlighted by Make it British, these small UK factories are well-equipped to produce smaller volumes of high quality products.
Furthermore, small British factories are often owned by the brands that design the products. This shortens the supply chain, improves traceability and allows for better quality control.
By focusing on producing a smaller number of high quality products, brands and retailers that support British manufacturing can minimise overstocking, and rely less on discounting. Instead, they can prioritise quality, ethically-produced garments their customers will love for years.
So, if you value quality over quantity, the small but mighty British manufacturer is a great bet. This is central to my ambitions for Harradine’s Country.
*Source: Make it British
Swapping Fast Fashion for Slow Style: Why I’m Committed to 100% British
Fast fashion has arguably dominated the industry for the past decade. However, there is change afoot. Many consumers are waking up to the realities of fast fashion — from the treatment of factory workers, to waste, to the poor quality of mass-produced garments.
Increasingly, consumers are seeking quality, heritage, and timelessness. Discerning customers are willing to invest their hard earned money into pieces that will be worn for years to come. In fact, Make it British refers to a survey in which 93%* of respondents said they are willing to pay more for a product made in Britain.
My own shopping habits reflect this — I’d rather spend £100+ on an item that I know will last, than £20 on one that won’t!
As I alluded to above, this trend towards slow style benefits UK clothing manufacturers enormously, as they tend to produce the high-quality, heritage garments consumers want.
Inspired by this change, my own love of British country style, and a desire to support independent British brands and manufacturers, I have committed myself to stocking 100% British-made products by 2030. That starts with a commitment to only ever stocking independent British brands, and at stocking at least 50% British-made lines from the day we open.
*Source: Make it British
What This Means for Harradine’s Country Today
I started Harradine’s Country because I wanted to bring independent British brands, and British-made pieces, to the UK consumer. I know how tough it is for small British brands, and I know I can use my five years of experience as an independent marketing consultant to get those brands in front of discerning customers who will love them.
When Harradine’s Country opens in autumn 2025, we will offer the following:
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100% of our lines will be designed by independent, British brands
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50% of our lines will be made in the UK
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We will clearly mark our British-made lines, so you can wear British with confidence
By combining my passion for timeless, quality, UK-made fashion with my marketing expertise, I aim to curate timeless country style that can be enjoyed every day.
If you want to be the first to browse the collection and support slow style designed and made by British businesses, join our email list and get a special offer when we open.
If you’re a British country clothing brand producing some or all of your pieces here in the UK, then we’d love to hear from you. Register your interest here, and I’ll be in touch.