Built on bold prints, clashing influences, and a “controlled chaos” aesthetic, Leroy has grown from pop-ups and late-night sewing sessions into a globally stocked brand with a cult following. Rooted in underground culture but driven by fearless individuality, Leroy exists for those who dress loud, live louder, and refuse to follow the rules. Leroy isn’t about trends — it’s about attitude. And Natasha? She’s still just getting started.
You built Leroy on fearless energy – what’s the riskiest decision you’ve made for the brand that actually paid off?
I’d say the riskiest thing I did was take on my first flagship store in Camden within a two week window of seeing the store. I wasn’t living in London at the time, I had no stock made or ready to go, well not enough to fill a store anyway. Up to that point I’d only done a few pop up stores and started online. The brand was less thansix months old. But the opportunity came up and I grabbed it with both hands. Took the lease on, got on my sewing machine and stitched every hour. My aunt lived in London so I moved into her spare room and started to build my little empire. I was open seven days a week with a workshop in the back and a retail space in the front. So I was constantly frazzled but it paid off. Seeing customers purchase, try on, Real time analysis of the styles that resonated with them. It was all invaluable.
Your designs scream confidence – were you always that bold, or did you have to grow into the Leroy attitude?
I think I’ve always been bold, and loud. At five years old we were asked in class at school what do you want to be when you’re older I stated pretty matter a factly, Fashion Designer, Rockstar or Art gallery owner. I’ve kept the same energy since. I’ve often been described as a firework, which I’m taking as a compliment, I think it’s even mellowed with age. When I was younger I thrived on risk taking and pushing the boundaries of what was deemed acceptable behaviour or attire. My upbringing gave me the confidence to say whatever I wanted without fear of reprisals so I did. My parents gave me the confidence to be anything I wanted to be, which I’m grateful for to this day.
You cap runs at 50 pieces, have you ever been tempted to scale up and cash in, or is exclusivity non-negotiable?
Absolutely, It’s very tempting to go mass or a bit more mass than we currently produce but I think the exclusivity makes us special. Never say never though all brands need to evolve or die. But i will never lose the essence of what made us special.
Festival and rave wear is everywhere now, what makes Leroy impossible to copy?
It’s a dichotomy really. I’m really glad that the festival or rave aesthetic is more mainstream than it used to be, because it means we are simply having more fun dressing up. Clearly the flooded market is problematic and tricky to navigate as fast fashion copies more niche trends as they become popularised. But I honestly feel like the Leroy aesthetic remains unparalleled simply because of the amount of varied influences that are contained in a look. Pieces juxtapose dancehall and rave inspired athleisure looks all via a 70’s or 80’s lens. It means that you never quite know what’s coming next. The level of controlled chaos makes it difficult to predict or copy with certainty.
Sustainability is a buzzword – how do you make sure your “ethical” claim actually means something in practice?
That’s super simple. Small runs, dead stock fabrics and producing either in our studio or within our team of seamstresses mean we keep a tight reign on both where the fabric we use is coming from and who is making our garments and making sure they are paid correctly and fairly. No overseas production means we can monitor our carbon footprint really easily and also maintain quality as well as utilise the skills of local seamstresses.
Leroy is about attitude, not age – what’s the one mindset someone needs to truly pull off your pieces?
I’d say just a fearless funseeker who has never lost the ability to express themselves passionately and intensely. My clients are definitely maximalist dopamine lovers who still have an extreme lust for life and the confidence to let that show through in their aesthetic.
Your designs channel 80s attitude and 90s aesthetic – what modern trends are you loving, and which ones need to die immediately?
Elevated comfort is back on the menu and I’m here for all of that. I’m all about comfortable maximalism so that plays into my athleisure leanings nicely. Print maxxing is high on my love list too, I’m obsessed with clashing every print imaginable together all the time. Y2K accessories are a big Yes, bigger and bolder the better. I’m a sucker for a massive vintage Y2K bag to top off my look.
There’s not many trends I hate because I love creativity. But I dislike a no effort look, I hate Crocs, just still a Hard no from me. Jumpsuits cropped at the knee are a no. Full tracksuits in grey or Navy on men, Hard No.
Starting from East London to global stockists – what was the toughest moment where it nearly didn’t work?
It has not worked in a few places really. Brand placement is important or you just internalise the lack of sales. I do very well in all the major cities. Not so well in the smaller, more parochial ones. Being a Brummie I’ve tried to launch concessions or spaces there a few times. That’s not been successful so I’d love to do something there. Hometown glory and all that.
East London has serious attitude – how has it shaped the Leroy aesthetic and energy?
East London is my vibe, aesthetically and personally. I’m originally from Birmingham and I’ve lived all over London East, North, South, West and Central. But as soon as I moved east I found my true tribe (mainly on the dancefloor and in the afters) but always the most creative and beautiful characters. I first lived here when Shoreditch and Brick lane was an absolute rave hub, Sundays were the pinnacle of the weekend. 93ft East, Brickhouse, Krankbrother street parties, Kubicle, Public Life, I remember I felt alive in East and it has never really faded for me. I made clothes that I wanted to party in. East London residents are party people at heart, they have an energy and a spirit that is unmatched anywhere else in the city.
My flagship store is on Brick Lane right next to 93 in the old Rinse FM headquarters and it’s the exact energetic match for the vitality that Leroy has.
Where do you actually go to blow off steam after a long week in the studio – your go-to East London hangout?
Ooh there’s a few places, some a bit more underground than others, but nothing beats a little bit of Hackney Wick especially in the summer time. Bar 90 and that little hub around there is still a firm favourite. Love a little cocktail on the river never fails.
What’s your ultimate night out: warehouse rave, rooftop drinks, or somewhere totally unexpected?
I am most definitely a rooftop girl through and through, that’s my ultimate really. I love seeing the city by day or by night so if I ever go missing check the rooftops first. I am partial to a cheeky warehouse rave though.
Which spots in East London still feel raw, creative, and a bit underground – the kind of places your customers would thrive in?
I mean East is still a bit gentrified now but Dalston and Hackney still feel raw edge. Ridley Road is definitely still as rough round the edges as when i came to East and I absolutely love it for that. I think the creativity is coming back too. East is about to have another creative moment.
What’s been your most unforgettable “I made it” moment – whether backstage, at a festival, or spotting someone in your designs?
There have actually been quite a few, dressing the queens for RuPauls Drag race, Girl band weeks and for the World Tour is definitely a highlight. Although I’d say my absolute favourite so far has to be when I got into my dream NYC stockist. Patricia Field the Uber Stylist who styles the devil wears Prada, Emily in Paris, SATC to name but a few shows. I had always wanted to be stocked in Patricia Field since I started the brand ( I was obsessed with SATC and the fashion and just the Patricia field aesthetic) but her store Physical had been closed for years. I happened to be In NYC doing my first American showcase for the brand and I realised her New store was opening that week of all weeks, with a grand opening on the following Saturday. I was due to fly back to London on the Wednesday. I sent emails, DM’s on Insta NO reply, But I really wanted to be in the store. This was it. I was here in New York when the store was opening. It was serendipitous. So I decided to miss my flight, just roll up to the store with a suitcase of my best pieces and show whoever I had. I got there and showed the store manager and then about 15 minutes later Patricia herself walked through the door. She loved the stuff and handpicked the pieces she wanted for her store. The day was absolutely Iconic. She put the stuff in the window displays on the mannequin and I thought. Go on girl. Stayed in New York for the opening and really felt like you’re doing alright you know
And finally – what would your dad Leroy say about the brand now… would he think you’ve gone far enough, or push you even further?
I think he’d tell me to push it, put my foot on the gas and ride it until the wheels came off. I honestly have so much more I want to achieve with the brand. It still feels like the beginning and I’ve got the passion I always had for it.
Tag us @beastmag_london on Instagram