Meet The Founder
Jennie Davies
I’d Wear That began in 2020, during lockdown — a time that encouraged reflection, slowing down, and questioning the way we consume. For me, it highlighted the impact the fashion industry has on the planet and strengthened a desire to do things more thoughtfully.
Having worked in fashion for most of my life, I’ve seen first-hand the strain our clothing habits can place on people and the environment. I’ve always loved fashion, but I wanted to feel confident that what I was creating and wearing wasn’t contributing to that strain.
From 2020 to 2024, I’d Wear That lived as a side hustle — built in evenings, weekends, and spare moments, alongside a full-time job. All the while, it represented something I was quietly working towards: the hope of one day doing this full time. In September 2024, that dream became reality when I decided to take the plunge and commit fully to IWT.
Since then, the business has continued to grow and evolve. In June 2025, I’d Wear That found a physical home at SEE, becoming an embroidery studio and small shop. It’s a space to create, repair, experiment, and reimagine — selling carefully sourced vintage alongside upcycled pieces and custom embroidered designs.
All embroidery is either hand-stitched or created using a vintage Singer 20U zig-zag sewing machine from the 1960s, worked with a freehand satin stitch embroidery technique. Each piece is intentionally slow-made, celebrating individuality, craft, and the beauty of imperfection.
At its heart, I’d Wear That is about giving clothes a longer life. Whether through vintage, upcycling, or embroidery, every piece is rooted in the belief that clothing can be more intentional, more personal, and far less disposable.
This business is constantly evolving — shaped by creativity, curiosity, and the people who are part of the journey. What started as an idea has become a living, growing space, and I’m excited to see where it leads next.
If you’d like to be part of the story — explore the shop, visit the studio, or bring a much-loved piece along to be reworked — you’re always welcome.
