ABOUT US

Icon London started because, honestly, we were just fed up with clothes that looked good on the hanger but felt rubbish to actually wear. You know the type — you buy it, wear it once, and it ends up at the bottom of your wardrobe because it's uncomfortable or doesn't quite fit right or you just... don't reach for it.

We wanted to make stuff women actually want to put on. Not whatever's trending on Instagram this week, just proper everyday pieces that feel good. The kind of thing you grab without thinking because you know it works.

A lot of what we make is inspired by just... life in London, really. Rushing to get the kids ready, then meeting a mate for coffee. Needing something that works for the office but doesn't look weird at the pub after. Sundays where you're in soft joggers all day, maybe pop to the shops, come home and stick a roast in the oven. Women here are always moving, always busy, and your clothes should just make that easier, not harder.

So we focus on two things: comfort and quality. Fabrics that feel nice straightaway — soft, not scratchy or stiff. Fits that actually work on real bodies, not just models. Nothing complicated, nothing you need to style five different ways to make sense of. Just easy pieces that become your favourites without you even noticing.

We're not trying to be flashy or make some big statement. It's just about feeling like yourself. Comfortable, easy, everyday. That's it, really.