Fashion editor Addie Kenogbon-Harley catches up with Anthony Wallis, co-owner of Nottinghamshire independent menswear brand Sauce & Brown, to find out how their Annesley Woodhouse shop and ‘one of one hundred’ ethos is helping men break the mould without breaking the bank.
What happens when two Notts best buds get tired of seeing the same old thing on clothes rails for men, and shops dominated by mass produced throwaway fashion? Well if you're Anthony Wallis and friend Andrew Frogson, it’s a catalyst for a move to redefine men’s fashion for good.
The brand launched in 2014, and is driven by the duo’s belief that menswear could and should be creative, thoughtful and built to last.
“When S&B started, we were dabbling in design and print supplying to other brands and fashion houses and we looked at what was currently on offer at a medium pricepoint,” Anthony says. “It highlighted that Next and M&S were very generic (M&S have upped their game though in recent years) and we thought that this demographic of men needed the feeling to belong a little more.”
The topic of sustainability and the toll of fast fashion on the environment and the world’s resources is still a topic of mass debate, with fashion brands of all sizes facing increasing scrutiny. Sauce & Brown believes a key part of the conversations around sustainability and waste lies in brands churning out repeated looks and styles, which can lead to a throwaway culture and a loss of connection with the clothes we wear. To combat this, the brand has adopted a ‘One of one hundred’ ethos. This sees each collection limited to just 100 pieces, with each garment adorned with its own tag, riveted by hand and numbered from 1 to 100.
The brand believes that in doing so, shoppers won’t simply be wearing another product off a production line. Instead, they’re wearing something that only ninety-nine others in the world will ever own. And, once a design reaches its hundredth piece, it’s never re-released, with no reruns or second production. This also allows the team to protect craftsmanship, celebrate individuality, and give shoppers the chance to experience the beauty of owning a rare piece they can have a genuine personal connection with, pieces that they want to keep hold of for years to come.
“For us, the limited runs have always been at the heart of what we wanted to do,” says Anthony. “It creates a sense of urgency for the customer, with some becoming more like collectors of the brand than menswear customers. We have some customers that collect numbers like on a bingo card, ticking off a number every time they find it on our brass rivets, with each product numbered one to one hundred.”
Sauce & Brown stocks a wide range of polos, t-shirts, outerwear, sweatshirts, hoodies, sportswear, accessories and more. Designs range from bold and colourful prints on the front or back of tees to more minimalist polos, hoodies and jackets, with a small logo or embroidered icon.
Anthony and Andrew design each piece themselves in Nottinghamshire, influenced by their design backgrounds, with Anthony having always worked in art and design, including screen printing, embroidery and digital printing.
“Both me and Andy have similar design processes but most designs are solely designed by one of us,” says Anthony. “Each and every one is then amended or approved by the other, so every design by default has input from both of us. Some designs go through many versions and sit around for years until we see it's the right time to release the design.”
“Where possible we try to use organic cotton and PETA approved factories too. Our socks are printed within ten miles of our HQ, our embroidery is made in Cotgrave and our printing in Devon,” he adds.
Having grown up in Nottinghamshire themselves, the pair are also really passionate about incorporating Nottingham influencers into their pieces.
“Wherever we see fit, we try to add a Nottingham connection either in the inspiration or name,” says Anthony. “We believe Nottingham as a city doesn't do a great job of selling itself and the things the city should be proud of.”
But it’s not just the city that the team takes inspiration from, the pair are also influenced by nostalgic themes and memories they both share.
We’ve taken inspiration from our work experience students and how they see life or menswear at seventeen years old. We also like to use drops of nostalgia to help a product resonate
“A number of collections this year have had different inspirations,” Anthony says. “We’ve taken inspiration from our work experience students and how they see life or menswear at seventeen years old. We also like to use drops of nostalgia to help a product resonate. Our polo shirt colours were influenced by some old wigan casino footage we had seen, classic colour combinations that had been lost for generations. And for our workwear jackets we have spent lots of time fine tuning these from the original donkey jacket that the local miners used to wear. Obviously the needs have changed, the colours made more fashion based and the fabric made more comfortable, but the look remains the same.”
He adds, “Personally, my favourite pieces are the more simple pieces. Currently I’m living in our garment washed hoodies. These don't scream S&B, just a subtle birdcage logo representing you’re part of the club, gaining attention from fellow followers of the brand.”
Sauce & Brown pieces are available to purchase online or from its eye-catching store in Annesley Woodhouse, a location which is particularly fitting given that Annesley is based in one of the old heartlands of the mining and textile communities in north Nottinghamshire. The store features street-style interiors, with walls adorned with street art, skateboards, guitars and more, and a motorbike and vintage Lambretta adding to the overall feeling of a cool and inviting space.
With the rise in sofa shopping through the likes of Vinted and TikTok Shop putting more pressure than ever before on UK high streets, and Nottingham’s own independent fashion scene facing its fair share of casualties in recent months, many shops are feeling the strain of getting customers through the door. However, for Sauce & Brown, it was about creating a space that’s exciting, authentic and has personality.
“The shop brief was just to not look like a shopfitter had come in,” says Anthony. “We wanted personality and not the sterile environment that most shops have become. We listen to a lot of music, so the record player and vinyls were non-negotiable too.
“We think having a physical location is so important. Our shop has become a safe place. We can vouch for the stats that show many males are struggling and don't quite know where to turn when things get hard. Sometimes the non judgemental brand owner is perfect to lend an ear and make you feel heard.”
It’s this thinking which has also led to an upcoming partnership with local band Champagne Super-Novice, with the team joining forces to host an intimate event to raise money for Young Minds charity, a mental health charity for children, young people and their parents. There are just one hundred tickets available, with all money raised donated to the charity.
Find Sauce and Brown at 138 Forest Rd, Annesley Woodhouse, Kirkby in Ashfield, Nottingham NG17 9HH.
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