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Wiggy Hindmarch on her brand wiggy kit

wiggy hindmarch

We talk to the woman behind the brand Wiggy Kit…

What’s the ethos of Wiggy Kit and who is the Wiggy Kit woman? 

The Wiggy Kit woman is discerning, she understands her body and her busy lifestyle and wants pieces that are going to work as hard as she does. Our mission is to provide sophisticated yet functional pieces that give women the freedom to be their multifaceted selves without needing multiple wardrobes. Versatility is always at the centre of everything we create. 

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Tell us about the new collection and what inspired it. 

Autumn Winter 2023 was inspired by a multitude of things; Environment – a sense of place, visualising a house or a location and the interiors of that space, who lives there? How would they like to dress when inhabiting that space. A great majority of the collection feels like pieces you might have inherited from your father’s wardrobe or a coat borrowed from your boyfriend. I often like taking traditional menswear shapes and adapting them for the female form. I collect antique wallpaper prints and fabric remnants – I have boxes and boxes of offcuts that I draw from when developing collections and create almost all of my own fabrics and prints. I am very creative with colour. I LOVE pantone books – the different grades of the same colour, combining different shades, the playfulness of creating a palette for the season to make it recognisably Wiggy Kit. 

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How did you embark on setting up a fashion label? 

I have always been interested in clothing and the ability to transform yourself through makeup and accessories. Having trained as a dancer and later working in retail in the US and the UK, I am not afraid of hard work or putting myself out there. When I discovered that I had two separate summer wardrobes – one for London and one for holidays – I decided to create a brand that provided a solution to the problem of warm weather dressing and latterly moved into dressing our client year round with the recent launch of Autumn/Winter Collections. 

From the very beginning, it was important to ensure that the brand offered something unique with its own point of view, a product that solved so many sartorial situations and that could take you anywhere around the world. 

What is your background? 

I grew up in the UK, but at 18, moved to the US. I didn’t go to university, instead going straight into work in various boutiques as a way of gaining experience. At the world renowned boutique Capitol, in Charlotte, North Carolina and then at Catherine Prevost in London, I gained so much of the experience and knowledge needed to create Wiggy Kit. 

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Do you design for yourself? 

I think it must be for oneself or else it is impossible to effectively problem solve. Fortunately there are plenty of women who appreciate amazing cuts, interesting silhouettes, custom prints and beautiful fabrics that feel amazing to wear. The customer base has grown exponentially because I still work to create versatile and hard-working pieces that can be worn anywhere and once a client tries a piece they come back for the whole collection. I get complimented everywhere I go by complete strangers and so do all my clients. There is no greater driver for business. 

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Reversible items are a recurring theme in your collections. What is it about them? And are they complex to create? 

Reversible pieces are important because they are hardworking and so versatile, you really get more for your money. There are many intricacies to creating them, but it is so worth it because they are adaptable, and that is at the heart of the brand. 

What designers do you admire? 

Ulla Johnson for her use of prints and colour, Aquazzurra for their exquisite shoes and Celine for giving me the perfect sunglasses to hide behind! 

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And what do you like to wear to work? 

Wiggy Kit! It wouldn’t be right if I wore anything else, the collections are designed with work, play and everything in between in mind. I feel happiest in them. Usually one of my statement skirts with either a knit in winter or a matching set in summer. 

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You’re involved with the Prince’s Trust Women supporting Women – can you tell us about that? 

I am a fairly new ambassador with the Princes Trust, having been introduced by my dear friend, India Hicks. I was blown away listening to the stories of the women being helped by Women supporting Women. They provide practical, tangible support and I knew I could help as a mentor in the same way. Sometimes, all you need is someone who believes in you, to show you a way through. There is no pity, its effective guidance and I am so proud to be a part of it. 

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And what’s next for Wiggy Kit? 

Things are looking really exciting, we will be launching the party collection next month, a move into occasion wear, that stays true to the Wiggy Kit ethos, versatile, functional and sophisticated, for the festive season and beyond. What I like is the slightly off kilter approach we have to party dressing that make it so unique and special. Definitely not predictable. We will also be doing more trunk shows in the USA, and hopefully in the UK too, they are a great way to connect to our fabulous clients in person. 

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Picture of Pendle Harte

Pendle Harte

Pendle Harte joined Zest in 2012 as launch editor of Absolutely Notting Hill, Zest's first London title, and then became launch editor of Absolutely Home magazine in 2018. Now she edits the London portfolio, sourcing content on all things London related, from food to culture via fashion, interiors and health. Pendle is a lifelong Londoner whose interests include books, clothes, theatre and spelling. She lives with her partner and their two teenage daughters in north west London.
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