Since its COVID launch, Damson Madder has quickly become an instantly recognisable brand. Whether it's on your favourite celeb or your TikTok 'For You' page, we can guarantee you've spotted some of its prominent designs more than once. Aside from its fifth anniversary, the brand has more than a milestone birthday to celebrate.
With its cargo trousers amassing 45,000 sign-ups leading to its newly launched denim range, over the past 12 months, the brand's sales increased 402%, with 636% coming from the United States. With its Spring/Summer 2025 collection now live and a newly launched accessories category, we caught up with Founder Emma Hill to learn the secrets behind creating a cult-favourite brand. From a daily 10-minute meditation to the team's go-to bagel shop in Camden, here's what she had to say.
..When I wake up, I.
.. always try to squeeze in a 10-minute meditation.
I have two small children, so when they wake up, it's like bedlam! So I try to do 10 minutes of being still, firstly so they don't wake up, and secondly, so I have that time to myself.I’m a proper outfit repeater. I’m all about comfort, so I have a few things and styles that I really love and will wear overnight a couple of times.
At the moment, I’m wearing our Sylvie Turn-Up Jeans—probably too much. But they’re a true staple. I wear those with one of our shirts and trainers.
I'm a proper comfort girl, so I wouldn't say I spend a lot of time looking for an outfit in the morning.(Image credit: Damson.
