They quickly realised that their customers wanted to wear their clothes beyond their pregnancies and now everything at Clary & Peg is designed with that in mind.
Passionate about sustainability, they manufacturer in batches to avoid fabric waste and make any leftovers into charming headbands, bloomers and peg fairies.
Here, the duo tells us what makes them tick.
When and how did the two of you meet?
We met 14 years ago in our ante-natal class in Hackney when pregnant with our first babies. We shared a frustration at the lack of well-made, timeless maternity wear and wanted to make the type of clothes that our mothers wore – like dungarees and smock dresses.
It must be full on running an independent fashion brand – what are your favourite ways to unwind?
Johanna: It is! I go to dance classes a couple of times a week – I find there's nothing better than listening to loud music and dancing in a room full of other women!
Edwina: I do yoga and love a bath!
Where do you go to get inspiration for Clary & Peg?
Edwina: Our mothers! My mother and grandmother had the most amazing wardrobes stuffed full of Ossie Clark, Thea Porter, etc. We definitely draw on them for inspiration.
Which living female do you most admire?
Anya Hindmarch – we’ve heard her speak a few times and she is so wise and warm. She was a real trailblazer in terms of women in business and she has five children, so she epitomises someone who has successfully juggled both.
Do you prefer pottering in the house or garden?
Johanna: A bit of both! I’m quite a homebody. We’ve just moved house and I’m really enjoying decorating. It was built in the 1960s and is a different style to our last place, so I’m enjoying the challenge of sourcing things that work in the new space. I also love the raised beds in our garden and am trying to grow vegetables for the first time. I’m currently constructing a wigwam for my beans.
What is your favourite season?
Johanna: Early summer – I love these longer summer evenings and I’m enjoying inspecting what is coming out in the garden each day.
Edwina: Spring – the moment the blossom appears, which this year coincided with the amazing sunny days when London looked so beautiful. It’s also my birthday in April, so it’s a good moment to have a new beginning.
Date night in or date night out?
Johanna: Date night out – I feel like we regress to being a bit more like the people we were before we had children when we’re out. We tend to leave the admin and domestic stuff behind a bit more. We love going to new local restaurants and taking advantage of living in a big city.
What was the last item of clothing you bought?
Johanna: We live in our own clothes! I’m loving our culottes – we have three different versions and I’m wearing them interchangeably.
Edwina: We really do – but I did recently buy a sweatshirt from another small brand L.F.MARKEY, which is cropped and bright pink and looks great with our Wren skirts and Clem Culottes.
To what or where would you book tickets tomorrow if you could?
Johanna: I would book tickets to Wimbledon. I’ve always loved it and used to queue overnight as a teenager (but wouldn’t do that now). Edwina has been more organised and booked tickets, but I missed out on the ballot.
Edwina: The Eurostar (Eurostar.com) to Paris. I haven’t been for ages and the flea markets on the outskirts are the best. I love to spend hours rummaging and discovering amazing treasures and vintage fabrics for a few euros a piece.
What is your most prized possession?
Johanna: It used to be my bike, until it was stolen. Now it’s my ring. It was passed on to me from my husband’s grandmother and I love it. She was the loveliest, most elegant woman and it reminds me of her.
Edwina: A one-off dress made for mum by Ossie Clark when she modelled for him in the 1970s. The print is amazing and I have worn it a lot. It really is a piece of art.
