From local markets to global retail: Behind the ‘organic’ growth of Never Fully Dressed

Never Fully Dressed (NFD) reflects somewhat of a success story for the UK’s fashion industry. What started out as a market stall on London’s Portobello Road has now become a global player, having just opened its second store in the US, the first on the country’s West coast. Yet, despite the company’s evident growth, founder Lucy Aylen has remained steadfast in her mission to retain an approachable, community-led essence for the brand.