Lucy, born in 1984 to market traders in East London, began her fashion journey in 2009 when her granddad bought her a sewing machine. She started customising clothing in her parents' attic, selling them at markets like Portobello and Spitalfields, where the brand’s signature multi-wear designs were born.

By 2012, Lucy expanded her inventory with help from a local seamstress and launched the iconic Boob Tee on Instagram.

Spitalfields Market, 2025

More than just a fashion brand. We’re a female-founded community that celebrate and empower everybody.

We develop all fabrics, design all prints in-house, and inclusively offer all of our ranges in sizes UK 6-28 / US 2-24 available globally and in our flagship London and New York stores.

We are passionate about feel good dressing. It’s a beautiful tool to help our community unlock their confidence.

We offer multi-wear product, creating styles with longevity and versatility.

Over the years, Never Fully Dressed grew rapidly, with notable milestones including Topshop launches, celebrity endorsements , and worldwide pop-ups. We started getting recognition for our community focus, inclusivity, and sustainable practices.

NFD continued to expand, opening flagship stores in the UK and US, collaborating with influencers and brands, and winning several awards, including the Drapers ‘Women’s Wear of the Year’ in 2024. Now celebrating 17 years, we are so excited to see what the future holds!

“My grandparents were seamstresses in the East End and my parents were market traders, so I was brought up on the shop floor. My grandad bought me a sewing machine to start making things that I sold at Portobello Road and Spitalfields markets and from there the word-of-mouth buzz grew and so did we.”

Lucy Aylen, CEO & Founder

Our Community

A brand powered by women, made for women.

Community has always been at the heart of Never Fully Dressed. We value the customers voice in our brand, actively encouraging discussions and organising in-person events to take inspiration from their stories and needs.

Our charity partnerships are a key part of our community engagement. Over the past years we have supported several charities through the sale of our Charity T-shirts raising over £60,000.

Visit us in store

WE WON! ‘Womenswear brand of the year'

“This business is making wonderful progress with a strong brand identity and clear handwriting. The energy behind the brand is infectious, creating a brilliant community of women, led by a passionate female founder.” Drapers Award Judges