Soochi Clothing

Soochi Handbag Section:

Less than a minute’s walk from the green of Primrose Hill, lies the newly claimed offices of Soochi. Walking in from the early winter chill you are welcomed to a bright environment, glimpses of the artwork of previous collections and tell-tale racks of Soochi clothes eclipsed by a huge wall hanging of the yet-to-be-seen Rising Sun print. There is a sense of the future here, a company in full flow, busy and occasionally frantic. A phone rings and someone rushes to get it, smiling as they go past. You sit at the large white meeting table on a comfortable and stylish chair. Welcome to Soochi.

It wasn’t always the same. Born in Bristol slightly over ten years ago, Soochi has lived in a few locations, often suffering from too little stockroom space to meet demand before it moved into such a spacious surrounding. Even now, when the new season begins and stock is delivered, the rooms dedicated to housing the clothes bulge at the seams. Soochi moved to London from Bristol in February 1998, by which time it was already enjoying international interest.

The Soochi style has been exported throughout Europe and as far as Japan and Australia, and has been seen gracing the forms of Britney Spears, Kate Moss, Pink and Christina Aguilera among others. It is on home soil however, where Soochi is truly appreciated and finds its way into many desirable boutiques, as well as in major stores, including Selfridges on Oxford Street and, more recently, Harvey Nichols. With a recent surge of interest in America, Soochi is set to bring its distinctive style to the US, allowing the Americans to fully enjoy the Soochi creativity which has been hard to find on their shores for too long.

Behind the scenes, Soochi has always been a frenetic pot of activity. No one sits down for long before the flurry of creativity incites an excited discussion about what next season should bring. From small insects and glittering snakes, to the subtle beauty of bamboo stalks and eye-catching scenes; Soochi imagination knows no bounds. Talks on shape and style as well as images fill the air as the design team chatter excitedly over coffee and occasional chocolate. Even when the ideas don’t quite fit the Soochi mould, they are never wasted, being put back into the pot for another day, another collection, even another brand.

In 2002 Soochi had a little sister. Choosi, a second brand, flew out for the first time with a spring and summer collection. With an attitude of fun and playfulness it was an immediate success, especially in Japan. Choosi came with its own character, the Choosi Bird, and a tongue in cheek directive to reflect its attitude, reminding people to “be choosi”.

With both Soochi and Choosi in full flight, a lesser company would have sat back and relaxed; not so in the Soochi camp. Ever active, work was done on accessories, with the new Choosi bags now reaching the public, and even a line of homewares. Conceived in the appropriately titled Sochi bar in Japan, the new homewares collection is to have the brandname “Oochi”. Only after the decision was made was the fact that Oochi means “home” in Japanese discovered. Coincidence? Possibly. Gloriously ominous? Certainly.

The years have gone well for Soochi with some of the clothes causing a real stir. From the 2002 collection, the inspired Poppies design was so loved that it was hard to meet demand and from the earlier 2001 spring and summer collection the cheeky Heartless Shoe shirt was picked up by the very people that inspired it and a special limited version was made for Jimmy Choo themselves. It is without doubt that more successes will come and shape the face of the company for the future.

Though Soochi today is a far cry from its small beginnings, the attitude that made it what it is still resides and if anything, is stronger and has a louder voice than ever before.

 

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