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| Designer Warehouse Sales and Pyrus |
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The Designers
Pyrus is an independent fashion brand created by husband and wife
design team Lorraine and Ashwin Johnson. The label was established in
2005 when the design-duo decided to pool their creative talent together
to realise their vision of unique beauty in the form of a fashion brand.
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Lorraine was born in London and spent majority of her childhood
modelling and acting. Later in her teens, Lorraine worked in the design
room of Pierce Fionda. Seeing the design and cutting room of a fashion
brand had a truly profound effect on Lorraine and inspired her to pursue
a career in designing. Ash was born and grew up in India. One of Ash’s
great loves has been music. He can play nine instruments and had a
past career as a studio musician before he decided to come to London
to study design after finishing his degree in Economics. The pair met at
The London College of Fashion on the first day of their degree and have
been inseparable ever since. |
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Based in Clerkenwell, London, Lorraine and Ash spend over three
months a year in India, working closely with artisans in Delhi to produce
their unique and distinctive collection. The duo are continually evolving
their design abilities to keep the collections both modern and fresh.
Looking for influential finds in bazaars and thrift markets in their travels
to India, France and at home in the UK. |
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Romantic softness envelops... feminine charm sparkles... poetic fluidity
flows through...
Pyrus is best known for its timeless, contemporary pieces with 1920’s
Flapper influence of lowered hip lines, slim silhouettes and knee length
hemlines. Each collection draws its attention to beautiful detailing
highlighted by bold stylised floral prints, colours are always muted and
fabrics are washed and softened to give a ‘lived-in’ feel to the garments.
Broidery anglaise, cut-work, zardozi and french knots are the hallmark
of each Pyrus collection.
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Simplicity and style is key to the duo’s design philosophy with an oldworld
look, inspired by their endless gathering and sourcing of Antique
laces, dresses, vintage pieces, fabrics and books. Today, Pyrus is best
known for its unique take on embroidery and embellishment that adorn
each piece in every collection. Combining old and new embroidery
techniques is what gives Pyrus that raw and naïve twist to an elegant
design style that skirts ethnicity and presents it in a modern way.
There is something for every woman in a Pyrus collection.
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Expansion
The labels distinctive handwriting is being recognized both in the UK
and Internationally. With an exclusive stockist base in the UK that
include Fenwick, Bentalls, American Pie, YDUK and Trilogy, the label
has also gained an international following of loyal buyers in Japan, the
Middle-East and Europe that include Opaque (Japan), Mimi (UAE),
Reyer (Germany) and Parkson (Malaysia) through the companies own
showrooms, two agents and two distributors. The brand is aiming to
increase its EU account base next season by targeting stores in France,
Italy and Spain through shows and sales agents.
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Since January 2007, Pyrus has appointed Red Hot PR as the label’s PR
representative to raise brand profile and increase customer awareness.
Since its appointment, Red Hot has secured the brand coverage in the
Daily Express, Daily Mail, Sunday Times Style Magazine. Pyrus will also
be featured in several main stream fashion magazines such as Elle,
Another Magazine and Cosmopolitan in the coming months
Starting Spring Summer 2008, Pyrus will also be launching a new range
of childrenswear called - “Syrup by Pyrus” aimed at the girls market for
ages four to twelve years. |
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Femininity | Creativity | Simplicity | Perfection | Efficiency
“Nothing in the collection is ever over designed. We like to keep that
delicate balance of keeping the collections commercial, yet utterly
inspiring to the eye.” Lorraine & Ash
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