Introducing Daisy Knatchbull, Founder of The Deck, the first women's tailoring house on Savile Row
Daisy Knatchbull
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Meet Daisy Knatchbull. Daisy is a businesswoman, designer and founder of The Deck; a London-based tailoring house exclusively for women. Being the first women’s tailor to have a shopfront on Savile Row, the most famous men’s clothing street in the world, is no mean feat and Knatchbull has already dressed the likes of Lauren Hutton, Gillian Anderson, Maggie Gyllenhaal.
The Deck (named after a deck of cards), offers four signature silhouettes as a starting point: The Single-Breasted, The Double-Breasted, The Boyfriend and The Safari, accompanied by a choice of straight-leg, wide-leg, flared or cigarette trousers, and more than 7,000 types of material. Prices start at £2,200 for a made-to-measure suit. With the confidence that comes with a well-made suit, that’s an investment we believe in.
The Deck, Savile Row
“ I have always had an interest in fashion, and from a young age worked within different roles in the industry, whether that was fashion journalism, styling or PR. I worked for the Fashion Director of the Sunday Times Style and was keen to make a mark on the world of womenswear however realised very quickly how saturated that market was. It was only upon moving into menswear at Huntsman on Savile Row (where I was Communications Director) that I was able to therefore see a huge gap in the womenswear market through the lens of tailoring. ”
Daisy Knatchbull in tails at Royal Ascot 2016
What was the inspiration to set up your own line of female focused tailoring?
I was the first women to wear top hat and tails at Royal Ascot in 2016 and it was the reaction of the women and the press that made me realise the beauty and elegance of all things sartorial was woefully unavailable to women (in the same way it was for men), and so I decided that I would take the risk and try to make a difference. It has never been a better time to be a woman so opening a tailoring house exclusively for women on Savile Row amongst the macro trend of female suiting and rise of female empowerment couldn’t have been more perfect.
What are your future goals for the brand?
To offer women around the world to the opportunity to have a suit made to their measurements – many women still struggle to find a pair of trousers that fit them! The beauty of what we do is we cater to every size, shape and age. Not only are our clients investing in beautiful, timeless pieces made from the best quality cloths and by the best craftsmen out there, but they are investing in something for life (that’s good for the planet!). Tailoring that stands the test of time and will be passed down to the next generation of strong and wonderful women
Can you tell us more about the ethos behind the brand?
Since the beginning the core ethos and values of the business has been the driving force behind all that we do. They are:
Sustainability. We work with natural fibres, making only what is ordered and holding no inventory, as well as promoting a ‘buy less and buy better’ approach to consumerism.
Diversity. Celebrating women full stop regardless of age, race, size or shape. The Deck is for every women.
Craftsmanship. Keeping longstanding techniques and traditions alive.
Community. Fostering an empowered community of like-mind women who are stronger together.
The Deck frees its clients from the cyclical nature of fashion and trend and introduces the concept of clothing that can be worn indefinitely and that will look more beautiful with time. We believe that today, a brand is not only about the product and the experience - but the ethos and belief system that underpins that.
Daisy Knatchbull
What would you say is the biggest lesson you’ve learnt since setting up your business?
Starting your own business will always come with its challenges. The highs are really high and the lows, very low. But it's all a part of the process and that’s what makes it so exciting. Learning to delegate has been hugely important for me to ensure the smooth and successful running of the business. As well as hiring - this is so important. Surrounding yourself with a team of people you trust and are confident can execute at the level your clients deserve. Finally, letting go of the small things!
What are your most valuable business resources?
Mentors. I cannot emphasise enough the importance of them, particularly with not having a co-founder.
Have you faced any challenges as a woman in business? If so, how have you dealt with this?
I’m lucky enough to say no, not yet! I am certainly not blind to the challenges that young women in business face however, a fact that was so clearly outlined in ‘The Rose Report’ this year. They are very real and prevalent. I was shocked but not surprised to read that only 1% of VC funding goes to female founded businesses! There is clearly still a lot of progress to be made in this sphere.
What do you wish you had known before you started?
I think a lot of women tend to suffer from ‘Imposter Syndrome’ – feelings of inadequacy that persist despite evident success. It’s certainly an uncomfortable feeling and one I have felt myself, many times. I think understanding this feeling and that many founders feel the same way at some point in their careers as well as learning how to deal with it would have been something I wish I had known beforehand.
What are your 5 go-to tips for running your business?
You can’t please everyone! I think this is such an important thing to realise not just for friends and family but suppliers, colleagues and clients!
Celebrate the small wins, these are so important and so often over-looked in your busy daily life.
Every challenge can be overcome in some way or another. As a business owner you will be presented with lots of these and there is always a solution, lean on your mentors and support network most here! During the 2 years we have been running we have been faced with both the pandemic and the challenges around Brexit – both of which we are overcoming, and both of which I struggled to imagine I could at the start.
Get good financial and legal advice. These are two things that are so important to get right from the very beginning. As someone who didn’t have a strong background in these things when starting out, hiring the experts to advice and guide me was crucial.
Enjoy the ride – its scary and tough at times but it will be the most rewarding thing you do.
Daisy Knatchbull
Describe your relationship with money and personal finance:
Positive thanks to being taught to have a healthy relationship with money and a good understanding from a young age.
How do you define wealth?
Someone who is rich not just in terms of money, but in life – a good support system, family and friends network, ability to make choices, has options. Ideally in certain circumstances doing things because you want to not because you have to.
What is the best financial decision you have ever made?
Hiring an advisory CFO for my business
What did you learn about finance and money when you were growing up?
I am lucky enough to have had a father that always insisted I understood everything about money, how it is made, saved and spent from a very young age. Learning the importance and value early on sets you up for positive behaviours around it which I think is extremely important.
Which area of finance do you wish you knew more about?
I can always improve in all areas, particularly around business finance. Having not gone to business school or studied economics there are certain areas I wish I had learnt early on that I have adopted or learnt about later down the line. There is always room for improvement!
The Deck - bespoke suits for women
What does a typical ‘day in the life’ look like for you?
I start the day with a lovely walk to my beautiful atelier on Savile Row followed by various fitting for existing clients and consultations for new clients as well as various meetings throughout the day with various press, editors, suppliers and partners. We have been so busy (when we are able to be open) for which I am so grateful and I have a fantastic team that supports me on the journey of building the business and ensuring we reach as many amazing women as possible. I try and always end my day with a moment of mindfulness where possible as I find it an essential additional to my life in being able run the business in the way I do.
Who is your role model?
It’s so hard to pick one particular person as there are so many people who inspire me, even on a daily basis. A few include Lauren Hutton, Anna Wintour, Diane von Furstenberg, Ralph Lauren, Tory Burch, Chrissie Rucker, Jo Malone, Mo Gawdat and many more!
What inspires or motivates you?
The freedom and excitement of being so passionate about something and being able to actualise it! Being able to help women who for years have been unable to find what they have been looking for, until now. Nothing quite beats the moment one of our clients see themselves in a suit that is made to their unique measurements for the first time. You can quite literally see her stand taller, and more confidently. It’s the best feeling I could ask for!
Speaking of your wardrobe, what are your ‘go to’ staples?
A suit usually always makes up the base of any look I wear – dressed up or dressed down. My other ‘staples’ include a good shirt, white t-shirt, blue jeans, black polo neck, cashmere roundneck jumper, comfy trainers, good stilettos and some cool vintage pieces from my grandmother.
What’s next for you?
Taking The Deck global!
Top 5 Instagram accounts to follow?
Recommended READING and listening ?
Reading: Luster by Raven Leilani
Watching: Stateless on Netflix
Listening to: WFH chill playlist on Spotify