Store of the Month: Indigo Oxford
We’re delighted to announce our ‘Shop of the Month’ for October is… Indigo! Indigo is one of Oxford’s best loved independent shops, proudly supporting sustainable business and stocking items made from natural, recycled and organic materials.
With wonders from all over the world, Indigo sell a lovely range of ethical and sustainable clothing, gifts and home furnishings, characterised by their uniqueness, beauty and innovation.
This week we chatted to Indigo’s store owner, Sarah, to discover more about our shop of the month…
Hi Sarah! Describe Indigo in one sentence…
Indigo is about natural beauty, innovation and ethics – we aren’t trying to save the world, just make it a bit more beautiful while doing our best not to harm people and the planet in the process.
How did you come up with the name?
We were flicking through a book on ethical clothing to get inspiration, and there was a piece on natural dyes. We thought Indigo had a nice ring to it and represented what we are about.
What was your background before opening the shop?
My degree was in Anthropology and I went on to work for Oxfam. A year after meeting my partner, Josh, we decided to take 6 months out in India. It began a love affair with the colour and vibrancy of the country and on my second trip I found some amazing fabrics and tailors and started making clothing. I was trading at local markets and festivals and kept being asked if I had a shop…
Josh joined the business when the shop opened nearly 6 years ago and we now have a great team working with us.
Besides Braintree, what other products do you sell in your store?
We are no longer making our own clothing in India, but stock around 10 ethical clothing brands, (women and men’s) each season.
We also sell beautiful accessories, baby wear, homeware and gifts. Our customers like that they will find something a little bit different. And our online shop has some pieces of furniture, we plan to sell more of that in the future.
And we’re always keeping an eye out for new brands/products coming through. It’s an exciting time for ethical retail, we’ve seen several of our brands really grow over the last few years, Braintree being one of them!
Why did you decide to stock Braintree?
Braintree was the first clothing brand we stocked in Indigo, along with our own clothing label. I was aware of the brand from your shop in Camden Lock, so when we opened I was happy to find out that you did wholesale.
We still stock Braintree as you continue to be our best selling brand and are such lovely folk to work with.
What is your favourite piece from the AW14 collection?
My favourite piece this season is the Calluna Throw, in lagoon. I’m a big fan of the Hip Zip Throw – so I love the re-invention of it in this piece, with the Fair Isle edging. I’ll be wearing mine mostly with jeans and my biker boots. It’s got a great weight to it so the perfect piece to wrap up in on an autumnal walk and equally smart enough to dress up a bit for an evening out. I wore it for a recent night out at the theatre.
What is Indigo’s bestselling Braintree piece?
Our bestseller has to be the Hip Zip Throw. When we show the many ways that it can be worn, it’s pretty much a guaranteed sale. We’ve been selling it for the last few years, so many of our customers now have a selection of colours in their wardrobe.
It’s the same for the Brookwood Shirt. Men like the fact that it washes so well and looks better with wear, so again tend to stock up on a new colour each season. And of course the socks are an all out winner. Best socks in the world we say!
What do your customers say about Braintree?
Our customers love Braintree for its ease of wear, great quality fabrics and affordability. Plus it washes well and lasts. We have customers coming in wearing pieces that we recognise from a few years back. The fact that you do up to a size 18 is appreciated too.
What are you top tips for styling Braintree?
Basically you can’t go wrong with Braintree, it’s so easy to mix and match across the collection.
This time of year is great for the layered look. So the Dashka jersey skirt worn over skinny jeans with a cropped top, like the Aledia batwing, and then one of your long throws – makes a relaxed layered look. I’d accessorise with a long pendent necklace and snood, for extra cosyness.”
Thank you Sarah!
If you find yourself in Oxford, make sure you head down to the diverse and bohemian Cowley Road and the drop into Indigo. Surrounded by an exciting cultural mix of independent shops, brilliant resturants, bars and live music venues, Indigo is well worth a visit!
If you are interested in learning more about Indigo and the fantastic things they support, you can follow Indigo updates on Facebook, Instagram and Twitter here…
ADDRESS: 62 Cowley Rd, Oxford OX4 1JB
PHONE: 01865 794176
All images copyright to Indigo Oxford.
Please contact us at [email protected] for a list of stockists in your area, or alternatively shop our full collection online at thoughtclothing.webtisestaging.com.