Jaida Hay, Autumn/Winter 2012, Fall/Winter 2012, sumo wrestling, U.K., United Kingdom, London, eco-fashion, sustainable fashion, green fashion, ethical fashion, sustainable style


Hay, whose interest was piqued after she watched a movie about the sport, observed that sumo’s painstaking ceremony masked its less savory aspects. Its parallels with the modern fashion industry were undeniable. “[As] I started to look into it more and more, it translated so clearly to me in regards to the many sides of the fashion and ethical industry.”

Hay’s practice is rooted in its support of British manufacturing and the use of sustainable fabrics.

As a graduate of both the Central Saint Martins College of Art and Design and the Art Institute of Vancouver, Hay knows something of the sumo wrestler’s legendary discipline. Her own practice is rooted in its support of British manufacturing, along with the use of sustainable fabrics such as organic merino wool, organic cotton, and silk.

Hay also believes in operating her business with transparency by giving her customers the option of tracing each garment’s production journey.

“This industry can be difficult,” she says. “Without something positive to focus on, you can find yourself turning into someone you don’t want to be.” Hay wants to grow her company but on her own terms. “It’s incredibly important to me to be as ethical and sustainable as I can be,” she adds.

+ Jaida Hay