Sustainable, ethical, inclusive and unique. Peter and Paul, the two halves of Galway-based Grey + Ginger, are striving to create fashion that makes a statement. We caught up with the pair to talk about the ethos of their brand, how they got to where they are and their hopes for the future.
Instantly recognisable in their striking designs, Peter and Paul enhance each other’s enthusiasm.
Peter Bradley – the “grey” – is a fine artist: “Give me a paintbrush and I’ll be happy.” He handles the aesthetics. He designs each image, selects the garments they go on and formulates the creative inspiration behind each unique piece. Paul McConnell – the “ginger” – handles the technical side of the business. He manages the aesthetics of the website, customer relations, and works on advertising. Both men bring a different skill set to the table and perfectly complement one another in the creation of their company.
“It’s like a visual conversation,” Peter says of his designs. “Most of my work is to do with gender and identity in some way. It’s got quite a strong political edge to it. It’s just another way of saying what I want to say about the world”.
These pieces of clothing are not just garments. Every sweater and every shirt is filled with immense amounts of meaning and consideration. When asked what their favourite design is, Peter is brought back to the very first piece he created; The Warrior. “It was a lot about the link between femininity and hair. It was kind of inspired by my mother, who had cancer. Women feel like they’re losing their femininity when they go through chemo and that’s why it’s called Warrior. I like the designs that happen really easily and this one just fell out of me onto the page.” For Paul, it has to be Masc. This design delves into the effect of toxic masculinity on men and the importance of mental health.
While a lot of the images are brimming with significance, some centre around hair as an identifier, tying in nicely with the brand’s name.
From the outset, sustainability was a big thing for this brand. “We didn’t want to contribute to the whole fast fashion situation,” explains Peter. “It’s a constant strive to be more ethical.”
Every piece is produced by WRAP-certified companies that actively aim to reduce their carbon footprint. Paul believes that “everyone’s getting onto the same page, they’re starting to realise that they need to start doing something or the planet’s gonna be f*cked!”
They have recently been trying to introduce organic clothes but are experiencing some difficulty. “We can find organic clothing, but the size range is crap. We want to cater to everyone, so it’s a constant search to find somebody that can supply both.” Grey + Ginger strive to provide a broad size range, ensuring maximum inclusivity. The clothing is not divided by gender. They want everyone to enjoy the clothes and designs on their own terms.
When the lads hatched their baby idea back in 2015, they didn’t want to rush any steps. Paul casts his mind back to the very beginning: “We spent months just taking our time, doing everything really slowly, not rushing anything and then we launched the site.” The website came in May 2017. Fast forward two years to present day, and Grey + Ginger designs can be found all around the country.
Paul says that “because of the nature of the designs – it’s not standard logo stuff or branding – the one thing we always had in mind was to not just throw it up and get a quick injection of cash. We’re in it for the long haul. We have visions of where we want the brand to go and we’re not in any rush, we want to make sure we do everything right.”
Peter notes that they haven’t yet had the pleasure of seeing someone walking down the street wearing a G+G piece. They’re waiting for that day.
Last December, the lads had a stall at the Dublin Christmas Flea Market. Having sold their items exclusively online up to this point, the market was their first opportunity to sell in person. Paul says that the experience opened their eyes to a lot of things and that “when you’re there selling, you really see the sense of community”. Talking to people who were genuinely interested in the pieces and the ethos of the brand gave the lads the extra bit of encouragement they needed.
A big hope for the brand is to get their products into stores. The duo are dead set on waiting to find the right fit. Paul is adamant that, “one thing that has really stood to us is that we have taken our time with everything. We haven’t been sending out feelers to 30 shops to see what happens because that dilutes everything. It’s all about finessing.” There are, of course, reservations about losing their identity in handing over their work to someone else but regardless, “it would be a dream come true to see someone walking out of a shop with out stuff in a bag.”
In the next year, the lads want to get themselves to some more markets, see a rack of their clothes in a small independent store and watch their company grow organically. A brand that is this unique, striving to be as sustainable as possible and brimming with significance is something to marvel at.. It’s a lot more than just pictures on a jumper. It’s a social commentary, a conversation starter, a piece of art. Expect to see plenty of people strutting down the street sporting Grey + Ginger apparel.
Find them at greyandginger.com and on social media @greyandginger
PHOTOS by: Boyd Challenger
