Combining art and clothing is something that is second nature to Jenny since combining the two for most of her life. Prior to launching Federation she completed an Arts and Fashion Degree and worked in roles at both Karen Walker and Workshop as well as pattern making part time during the early days of the brand. "From a young age I always wanted to be a fashion designer, and ideally combining it with my illustration and art, felt like a pretty ideal job".
"I love the juxtaposition of something strong with something beautiful, something serious and making is a bit twisted. But most importantly just designing clothes people are really stoked with" says Jenny.
The love for the federation brand, and the history it has over the last 15 years is something that became apparent to so many of late when the future seemed unsure. It is now solid and locked in with Jenny the sole owner. The anticipation of the future is high with all of its heritage and building on it to make it better than ever is something that we as a company are really excited about and committed to. We had a lot of people concerned about what on earth they were going to wear, as they mainly wear federation, which is a pretty cool responsibility.
Placed firmly as one of the countries most loved streetwear brands this year sees Federation in its 16th year in the market. Committed to quality and strong designs with cool points of difference. The target market is was always predominately 18 to 35 but realistically we see people from as soon as they are big enough wearing it, right through to just whenever they still fancy.