About NFD

A feel good, female-founded fashion brand, offering multi-wear styles in inclusive sizing UK 6-28, US 2-24 to celebrate and empower everybody. Available globally and in our flagship London and New York stores.

Feel good dressing

Never Fully Dressed is more than just a fashion brand. We’re a female-founded community that celebrates and empowers everybody.

We develop all fabrics, design all prints, and are very proud of the integrity of our design process. We inclusively offer all of our ranges in sizes UK 6-28, US 2-24 available globally and stocked in our flagship London and New York stores.

We are passionate about feel good dressing. It is a beautiful tool to empower, and help our community unlock their confidence. We believe in multi-wear product, creating styles with longevity. Our honest price structure signifies the quality of our product whilst maintaining its affordability.

Our customer is our influencer; We value the customers voice in our brand, taking inspiration from their stories and needs.

Charity has always been at the heart of what we do, and our community has enabled us to help so many others…either supporting various causes financially, volunteering, or raising their voice. It is an arm of the brand, that the body would not serve without.

About us

Founded in 2009 by Lucy Aylen, Never Fully Dressed started life as a market stall...

“my grandparents were seamstresses in the East End and my parents were market traders, so I was bought 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

"I don’t remember the last time I had as much fun getting dressed as I do when I put on your pieces. Especially since I gained quite a bit of weight and was struggling finding quality, unique, beautiful clothes to fit me....I’ve never worn anything from you that didn’t garner compliments and at least one person asking “OMG where did you get that?!” And I love it because I can’t wait to tell them about your brand!"

Customer quote from @Iambrittany_xo

Quality & journey

Our range is made from fabrics that support our journey, taking steps towards a more sustainable future. We are consistently working with our supply chain to expand our offering of materials that will have less impact on the planet. We currently include Recycled Polyester and Eco Vero Viscose fibres in the NFD range which each hold their own benefits.

Recycled Polyester or rPET is made from recycled post consumer waste of plastic bottles, generating less carbon emissions than traditional polyester, using less energy and reducing the impact on the earth’s natural resources.

Eco Vero Viscose is a natural, renewable and biodegradable fibre that is breathable and gentle on skin. It is made from wood pulp derived from sustainably managed forests. In production it has a 50% lower water impact than conventional viscose and up to 50% lower CO2 emissions helping to combat climate change.

We aim to transport as much product as we can by shipping rather than flying to work in a more sustainable way. For AW 79%, of our knit is made using a eco vero Viscose mix.

At NFD we are passionate about the planet and working in respectful ways to honour our collective home. This means thinking beyond our source materials and incorporating sustainable policies into our everyday. For example you might notice that the print placement on your new dress doesn't exactly match the image, thats because we are cutting materials in a way to limit wastage. You may have also noticed upgrades to our packaging, we have opted for more sustainable bags to protect your orders and will continue to reevaluate our shipping and packaging practices to prioritise our planet. We are excited to continue on this journey and share more sustainability milestones with you as we commit to a better future for everyone.

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

Sustainability

A brand focused on quality over consumption

Honesty is a core principle for us. We always try to do our best. Our growing commitment to sustainability drives us to become as responsible as possible in all production and processes, and keep our environmental impact to a minimum.

At Never Fully Dressed the lifecycle of a product is a consideration from the point of designing our ranges. Styles like our iconic jaspre skirt have been created to provide multi-way styles to ensure you can get the most wear out of your NFD. We encourage our community to rewear their items by providing tools online showcasing how items can be styled in multiple ways. This is our commitment to reduce the amount of clothing that ends up in landfill and reduce the impact the fashion industry has on the environment.

We are committed to extending sustainable bases across all product categories, always looking for new fabric innovations that have a low environmental impact.

We have increased the number of natural or sustainable bases across classic shapes such as the jaspre wrap skirt and wrap dresses.

NFD Pre-loved

We launched our Pre-loved initiative over eight years ago as an exciting project to encourage the lifecycle of your wardrobe. Our amazing Pre-loved idea originally spiraled from owner Lucy wearing an old NFD Banana Wrap Dress on Instagram that we don’t sell anymore. We were flooded with questions about where it could be found. This sparked ideas as to what our customers do with their Pre-Loved NFD dresses, tops and skirts that are too good not to be loved and worn by someone else.

Charity

Charity has always been at the heart of what we do, and our community has enabled us to help so many others, either supporting various causes financially, with time, volunteering, or raising their voice. It is an arm of the brand, that the body would not serve without.