Knoxville clothing brand Fern + Daisy launches classic aesthetic
Nicole Broesch saw the fast-fashion industry up close and had a choice to make: Where would she make her career in an industry that sees 52 micro-seasons as a reasonable way to sell clothing?
The smalltown Claiborne County childhood in which she was mentored by mamaws Fern and Daisy is one of Broesch’s main inspirations for her new clothing brand bearing their names. These women taught her how to sew and inspired her to become a maker regardless of social or economic position.
After studying fashion in Greeneville, South Carolina, Broesch interned and worked for big box stores, helped launch a luxury brand and traveled to factories while never giving up on the dream of starting her own clothing line. She saw where the fashion industry was headed and knew she wanted hers to feature a more sustainable approach.
Broesch recently launched a core collection of pieces under Fern + Daisy, which she hopes will become classics in her customers’ wardrobes. These are investment items made from high-quality fabrics that are either all-natural, recycled or deadstock (vintage or otherwise unused second-life fabrics with a finite quantity). Broesch understands that, for many, having a sustainable wardrobe simply isn’t in their budgets, but she has a few tips for folks interested in taking a step away from fast fashion and investing in their style longevity:
- Educate yourself on fabrics, from natural fibers like wool, cotton and linen to newer, science-made fabrics with sustainable potential. Multiple pieces from the Fern + Daisy collection are made in whole or in part from Lyocell, a material made from wood-pulp leftovers from the logging industry that is 100-percent biodegradable.
- Consider the cost-per-wear of garments – especially that of classics. While a cheaper trendy piece may only get you a few wears before it falls apart or out of style, divide the cost of Fern + Daisy’s Morehead coat over the next 10 winters, and you’ll be surprised by the long-term value.
- If you’re craving to jump on a trend, consider renting or thrifting instead of buying fast fashion. With core pieces in your wardrobe, you can accent them with fun patterns, cuts and on-trend aesthetics from more sustainable outlets, often while spending the same or even less money.
From the start, Fern + Daisy was designed by Broesch here in Knoxville and manufactured in the U.S. by a factory in Lansing, Michigan, with which she has partnered that pays above-living wages to all employees, a factor that’s important to Broesch’s long-term vision. She hopes one day to open a textile manufacturing operation here in East Tennessee to bring higher-paying skilled trade jobs to the region, which was a textile hub in the 1930s.
As she simultaneously builds that vision along with her clothing brand, Broesch has committed 10 percent of Fern + Daisy’s overall profits to Rise Above, a Kentucky-based nonprofit that supports folks exiting rehabilitation programs with resources and financial support as they enter the next chapter of their lives.
You can shop online anytime at www.fernanddaisy.com, and the complete Fern + Daisy collection can be viewed in person at the brand’s formal launch party on Oct. 7 at Sugar Queen Creamery. Visit the website or Instagram profile (@fernanddaisy) to learn more.
