Interview by Jessica Plumb
Congratulations on your 30th anniversary! How did you first get the idea to create this line of clothing?
We started manufacturing our own Pvc as we started updating our clubwear range of clothing and then thought, why not go one step further and produce latex garments as well.
What made latex stand out to you?
It is a niche material that contours the bodies figure perfectly. People feel fantastic when wearing it and it looks and feels good so we thought we would explore more with it.
What’s your creative process from the start to finish when making the items?
Our clothing is designed in-house. We come up with a concept, draw it on paper and then once we’ve played around with colours, fastenings, etc, we make a sample.
Once this is done we photograph it and when happy with the fit and design we put it into production
Were you always creative as a child and interested in designing?
We started as a retail store and only started designing our own products when we kept being let down by suppliers.
Have you always been into the fetish/bondage scene? When did it first begin?
The Honour story begins in 1988, when we opened our first store in Waterloo, London. At this time we sold predominantly lingerie, but we quickly realised just how kinky our customers could be and expanded to stock more strictly fetish-based clothing, toys, and accessories.
How do you get inspired to make your products and come up with new ideas?
We take into consideration a number of factors, including inspiration from mainstream fashion, as well as the underground fetish scene, and we put our own unique spin on things.
With over 44k followers on Instagram, what makes you such a good promoter when selling your goods? How do you feel is the best way to advertise your brand?
We often find that new customers find us through word of mouth. We’re lucky to have loyal followers and fans who promote our brand on their social media pages.
Is there anything new coming out soon? If so, can you tell us?
We have just launched a capsule collection of 4 way stretch Pvc. We have put on hold 2-3 new collections that were due out this year but due to the current pandemic these have all been put on hold until next year.
With such an amazing range of Latex clothing, which one is your personal favourite?
Our costumes range is certainly a stand-out feature on our website. The maids outfits are the most fun to design and photograph as there is so much variation in designs for role play and dressing up in the bedroom.
Using such professional photos, do you work with one photographer, or do you have a team?
We have an in-house studio and photographer and use a range of different photographers when we require different types of shots or are on a location shoot.
Congratulations on being awarded the Honour Waterloo – 2014 Independent Retailer of the Year.This is such an achievement! How did it feel?
It was such an “honour” (excuse the pun) to be presented with this award, and we’re grateful to have received this recognition.
Having so much experience in the industry, what advice would you give new designers starting out?
Dare to be different! But be realistic! There is no point designing something that looks great on paper but isn’t practical or even possible to put into production.
How do you feel the fetish clothing industry has changed over the years?
It has become a lot more mainstream, with people taking it outside of the bedroom to parties and clubs where entry is only allowed if wearing fetish clothing.
Who’s been the most famous people spotting wearing your clothing?
Rhiaana, Jordan and the Spice Girls to name just a few
What other items do you sell on your site, aside from the latex clothing?
In terms of clothing, we also sell PVC, Wet Look, Leather & Leatherette. We also stock sex toys and bondage equipment, which we feel open go hand in hand when purchasing fetish clothing.
Do you make everything yourself that is featured on your site, or do other businesses/designers approach you?
We have a number of designers and suppliers in-house and externally.
Who would you love to calibrate with in the future, be it a model, musician, photographer that you haven’t done so far?
Has COVID-19 affected your business in any way?
At the start of lockdown, there was a noticeable rise in sex toy sales across the nation which caught the attention of the media. We’re lucky that our online store continued to operate, and we were still able to send goods out to our customers. Now our stores have reopened, we have safety precautions in place to ensure the safety of our customers, and we’ve welcomed many people back in the last few months.
Thank you for your time today.
To our readers if you wish to check out Honour Clothing please go through the links above!