The Fold (brand)
{{Short description|British womenswear fashion label}}
{{Infobox company
| name = The Fold London
| logo = The Fold London logo.jpg
| type =
| industry = Clothing
| fate =
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| founded = 2012
| founder = Polly McMaster
| defunct =
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| website = https://thefoldlondon.com
}}
The Fold London is a British womenswear fashion label providing luxury business attire, and describes itself as offering "the feminine alternative to the Savile Row suit".{{Cite news|url=https://www.telegraph.co.uk/finance/newsbysector/retailandconsumer/12058305/Luxury-womenswear-brand-The-Fold-to-expand-overseas.html|title=Luxury womenswear brand The Fold to expand overseas|last=Burn-Callander|first=Rebecca|work=The Daily Telegraph|date=19 December 2015|access-date=11 January 2020|language=en-GB|issn=0307-1235}} The brand is London-based, with a large retail store in Belgravia, London.
History
The company was founded in 2012 by British entrepreneur Polly McMaster, a former finance executive.{{cite news |last1=Sutherland |first1=Emily |title=Welcome to The Fold's first physical store |url=https://www.drapersonline.com/business-operations/stores/welcome-to-the-folds-first-physical-store/7029279.article |accessdate=15 January 2020 |work=Drapers |date=13 March 2018}} McMaster is an alumnus of London Business School, and was included in the Management Today list of "35 under 35".{{Cite web|url=https://startups.co.uk/inspiring-women-polly-mcmaster/|title=Inspiring women: Polly McMaster |date=2016-06-30 |website=Startups.co.uk|language=en|access-date=2020-01-11}} The Fold is backed by Active Partners, with Nick Evans (founder of Evans Cycle) leading the board of investors.{{cite web |title=Nick Evans, Partner |url=https://active.partners/people-profile/nick |website=Active Partners |accessdate=15 January 2020}}
The company began by offering a "semi-bespoke" service from a studio and workshop in London's Clerkenwell, and this facility had closed by the time the first store had opened in 2018.
Their first store opened in March 2018, a 1,400 sq ft space in a grade II listed building in Cadogan Place, in London's Belgravia.{{cite news |last1=Groom |first1=Avril |title=The Fold opens its first flagship boutique |url=https://howtospendit.ft.com/womens-style/202873-the-fold-opens-its-first-flagship-boutique |accessdate=15 January 2020 |work=The Financial Times |date=1 March 2018}} The store's interior design was created by the all women London-based firm KKD.{{Cite web|url=https://www.kkd.co.uk/featured/the-fold|title=The Fold|website=Kinnersley Kent Design|language=en-GB|access-date=2020-01-13}}
In August 2018, Tatler included The Fold in its "Chic, smart and British: The 5 workwear brands to stock up on this autumn", and wrote, "corporate dressing doesn't have to be frumpy".{{cite news |last1=Annabelle Spranklen |first1=Annabelle Spranklen |title=Chic, smart and British: The 5 workwear brands to stock up on this autumn |url=https://www.tatler.com/article/best-british-work-wear-labels |accessdate=15 January 2020 |work=Tatler |date=31 August 2018}} The brand has been included in workwear recommendations articles from publications including Marie Claire{{Cite web|url=https://www.marieclaire.co.uk/fashion/new-shoe-brands-666319|title=10 new shoe brands I'm excited about for autumn/winter|last=Goldstone|first=Penny|date=August 21, 2019|website=Marie Claire|archive-url=|archive-date=|access-date=}} and Who What Wear.{{Cite web|url=https://www.whowhatwear.co.uk/business-capsule-wardrobe/slide3|title=10 Pieces Later, You've Got a Perfect Business Capsule Wardrobe|last=Langedijk|first=Bonnie|date=November 20, 2018|website=|archive-url=|archive-date=|access-date=}}
Awards and recognition
In 2016, The Fold was one of 12 companies selected the by UK luxury brand association Walpole (founded by John Ayton) for its Brands of Tomorrow programme.{{cite news |last1=Hounslea |first1=Tara |title=The Fold and Milli Millu selected as Walpole's Brands of Tomorrow |url=https://www.drapersonline.com/news/walpole-announces-its-brands-of-tomorrow/7003975.article |accessdate=15 January 2020 |work=Drapers |date=19 January 2016}}{{Cite web|url=https://www.thewalpole.co.uk/programmes/brands-of-tomorrow/|title=Brands of Tomorrow|website=Walpole|language=en-US|access-date=2020-01-13}}{{cite web |title=The Fold |url=http://walpole100.thewalpole.co.uk/fashion-and-apparel/the-fold/ |website=Walpole |accessdate=15 January 2020}}
For several years, the company has supported Smartworks.org, a charity dedicated to donating free, smart workwear for women going back to work after a period of unemployment, with donations and fundraising activities.{{Cite web|url=https://smartworks.org.uk/london/the-fold-speak-with-ceo-kate-stephens/|title=The Fold Woman: an interview with CEO Kate Stephens|website=Smart Works|date=28 June 2019 |language=en|access-date=2020-01-11}}{{Cite news|url=https://www.bbc.com/news/av/uk-46831763/meghan-markle-s-fashion-tips-as-new-patron-of-smart-works|title=Meghan's fashion tips as new patron|work=BBC News |language=en-GB|access-date=2020-01-13}}
Notable customers
Notable customers include the Duchess of Cambridge, Pippa Middleton,{{Cite web|url=https://metro.co.uk/2018/05/19/pippa-middleton-wears-500-dress-british-designer-fold-dress-royal-wedding-7559359/|title=Pippa Middleton wears £500 dress by British designer to the Royal Wedding|date=2018-05-19|website=Metro|language=en|access-date=2020-01-11}} Holly Willoughby,{{Cite web|url=https://www.hellomagazine.com/fashion/celebrity-style/2020011383068/holly-willoughby-grey-dress-this-morning-instagram-the-fold/|title=Holly Willoughby's grey tea dress she wore on This Morning is THE perfect date outfit|date=2020-01-13|website=HELLO!|language=en|access-date=2020-01-13}} and Samantha Cameron.
References
{{Reflist}}
{{DEFAULTSORT:Fold, The}}
Category:2012 establishments in the United Kingdom