There is something noble about refusing to follow the system and producing x amount of collections per year. Katie Jones belongs to that league of designers. She shall not conform and create products that are not aligned with her core ideas because, as she tells us: in the end, customers like you for what you are; not for what you’re pretending to be. Since graduating from the MA Fashion Knitwear at Central Saint Martins in 2013, she has launched her eponymous label, which in her own words is based on “playful aesthetics with serious ethics.” Following her no-waste approach, Katie sources her materials from designer surplus, factory seconds, textile waste and British-made products – creating garments with whatever is available to her. It’s an approach we look up to, as with the vast amounts of clothes currently on the planet, we surely don’t need to produce any new materials to create products. We had a little look inside her studio, where she talked us through her work processes and how to make it as a niche company operating in 2017.