This month we chat to Ayten Gasson, who creates luxury sustainable lingerie and nightwear from her studio in Hove.
Tell us about your business? I launched my lingerie label, Ayten Gasson, twenty years ago in 2005 after graduating from Central Saint Martins. My goal was to create a brand that championed traditional sewing skills, ones I originally learned from my mother while using high-quality fabrics and trims, such as English lace sourced from some of the country’s last remaining mills. All pieces are made by me and my small team in our studio on Holland Road, Hove, which you can visit via a link on our website www.AytenGasson.com.
What inspired you to set it up? Growing up, I watched my mum work in factories producing fast fashion garments made from cheap polyester, often for shockingly low wages.
One memory that sticks with me is spotting a shirt in Topshop that she had sewn at home, only to find out she was paid just 20p per piece. It broke my heart. From that moment, I knew my business had to be built on transparency, ensuring no one in my supply chain was exploited, from fabric production to the final garment.
What do you enjoy most about what you do? As a small business owner, I’m involved in every aspect, from sourcing fabrics and designing to pattern cutting, product photography, managing the website, and running pop-ups. But my favourite part is sewing the lingerie. I can easily sew for eight hours straight without it feeling like work. There’s something incredibly satisfying, even relaxing about crafting a perfect French seam!
Tell us three things you love about Brighton? Brighton is full of creative energy, and I love the thriving independent business scene, from unique boutiques to artists and makers in studio spaces. There is also the community’s commitment to sustainability and the understanding of why it matters. Lastly, the city itself, from its historic buildings to the ever-changing sea, and even the nostalgic charm of the colourful Palace Pier.
www.aytengasson.com photo by: Sorcha Bridge
