My name is Ismay and I am a fashion designer mum with a passion for the environment. After working in graphics for some years following my BA, I graduated with a masters degree from the London College of Fashion. I went on to work as a designer both in-house and freelance for various small companies including a brief stint at the street label, Firetrap. Designing for men’s, women’s and childrenswear, print design has become my specialism
"A creative design-led kids fashion brand with quirky hand-drawn prints that will make you and your kids smile"
Boy Wonder was driven by a desire to clothe my son in unique designs that are fun, bright and stereotype-free. Frustrated by the lack of choice and directional fashion for boys available on the high street I decided to create my own. Having lived in Sweden I combined Scandinavian influences with my British cultural heritage to inspire the quirky hand-drawn prints.
The launch collection for 5-10 year olds consists of short and long sleeved tees and sweat shirts in super soft, British-made organic cotton featuring my print designs. All the garments follow circular design principles with in-built room for growth and care and repair products sold alongside. They are designed, printed and made ethically in Britain just over 20 miles from our studio.
My son is the Boy Wonder; the muse and model behind the brand. The brand has been established and designed single-handedly by myself as a widowed mum. I am a postgraduate alumni of University of the Arts, London.
I chose to make in Britain because I grew up in an area rich with textile history; the birthplace of the modern textile factory system, the longest running textile factory, hosiery makers, silk spinning and lace making and I worked during my school holidays at a designer lingerie design studio. Over the years I saw this vibrant industry that I had always dreamed of working in, all but disappear as companies moved production off shore. I believe in British craftsmanship and skill retention and that local production benefits the community and the planet.
Our fabrics are made from certified organic cotton made ethically in Britain. The digital printing is also done in Britain and the garments are made in ethically in Britain too. All this is done just over 20 miles from our studio in the midlands.