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Established in Yorkshire in 2008, Ushiwear is an effortlessly wearable way of life established by founder Jilly Kapusi, (pronounced ‘Kapushi’, hence the name) with the support of her husband Neil.
The former blue chip design executive took inspiration from her family’s passion for the outdoors, with Jilly’s two sons putting every product through its paces. Lovers of kayaking, biking and water skiing among other adventurous pursuits, the Kapusi boys push pieces to the limits to ensure they’re truly appropriate for outdoor pursuits. This ‘up and at ‘em’ ethos combined with a dedication to style, exclusivity and accessibility make the Yorkshire brand ‘Brilliantly British.’
This dedication has seen Ushiwear traverse the length and breadth of the United Kingdom as part of its pop up shop tour, thanks to a generous grant of £36,000 awarded to the Yorkshire brand by The RGF Textile Growth Funding Programme. Aimed at businesses operating within the textiles industry, the RGF Textile Growth Funding Programme offers funding to aspiring businesses within the industry that are helping in the fight to ensure 20,000 jobs are available in the next four years. Ushiwear was awarded this honour after Kapusi and co demonstrated a commitment to expanding the business, with an end goal of creating more jobs in mind.
But what else are Ushiwear using the grant for?
Earlier in the year, founder Jilly Kapusi announced that the brand would be opening a pop-up store in Leeds Trinity Shopping Centre. This decision proved to be successful, achieving a rapid increase in sales and raising awareness about the brand over a two-week period. This has only been the embers being kindled in Ushiwear’s illustrious career, with plans to attend trade shows, family events and festivals, and now with a trailer, demonstrate their brand in all its comfort and style.
Speaking passionately about the brand, founder Jilly cited, “It’s important for us to ensure that our customers have a great shopping experience and because the trailer is stocked with our range of casual wear and accessories for men, women and children – we can deliver just that. Living the adventure and being outdoors is at the heart of our brand and by having the trailer, it enables us to travel across the country and tell people our story. We plan to really put this trailer to the test over the next few months and especially across Christmas.”
At present, the brand operates from a shop in Mirfield, where all Ushiwear’s clothing, labels, tags and packaging are printed by hand, distinctive in its laidback look and reflective of its Yorkshire heritage. The acquisition of this trailer enables the brand to expand and reach a wider audience, tapping into new and innovative markets.
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