- Our Story -

 



Designed to instill a sense of joy, beauty and individuality, each Spell piece evokes eternal optimism and is made to wear while making memories.


Considerately crafted using a pointed combination of both colour and print, or sometimes simply texture, Spell's instantly recognizable pieces meet at the intersection of romanticism, escapism and rock and roll.


Designed to instill a sense of joy, beauty and individuality, each Spell piece evokes eternal optimism and is made to wear while making memories.



Considerately crafted using a pointed combination of both colour and print, or sometimes simply texture, Spell's instantly recognizable pieces meet at the intersection of romanticism, escapism and rock and roll.







Each piece is simultaneously easy to wear and elevated, perfect for the next long lunch, a farmers’ market run, a music festival or a night of dancing.

 

Sustainably minded and forward-thinking – designing with fibres that are circular, regenerative and renewable – Spell is a global pioneer at the intersection of environmental consciousness and ethical fashion production. Ever thoughtful, Spell has amassed a global community of women and men who covet, collect and live in Spell’s now iconic designs.

 







Each piece is simultaneously easy to wear and elevated, perfect for the next long lunch, a farmers’ market run, a music festival or a night of dancing.

 

Sustainably minded and forward-thinking – designing with fibres that are circular, regenerative and renewable – Spell is a global pioneer at the intersection of environmental consciousness and ethical fashion production.

 

Ever thoughtful, Spell has amassed a global community of women and men who covet, collect and live in Spell’s now iconic designs.

 





Catch Spell's latest shoots, their inspiration, and what goes on behind the scenes on the Spell blog, and watch a film on the Spell story here.

 

For PR related enquiries or a media pack please email Audrey Jaggs.

 




OUR BRAND NAME
 

We are currently in the process of transitioning our brand name from Spell & The G*psy Collective to SPELL. We created our brand name over ten years ago inspired by the Fleetwood Mac song and the lifestyle we believed this word represented. Over the last decade we have learnt this word, even when meant with no malice, can cause harm to those who experience it as a racial slur. We respect and honour the Roma/Romani people, you can read more about this here and we apologise to our community and beyond for any harm it may have caused.

We are working with our legal/trademarking team towards moving our brand name away from using this word, but given our brand name 'SPELL' on its own is a very common word, it has been difficult from a trademarking perspective to remove ‘and the G*psy Collective’ and still legally trade in some territories. We have already made the change digitally (we are SPELL on our website and all socials), are currently in the final stages of rolling out the rebrand for our store signage which will happen in early 2021 and for our packaging/swing/garment tags which will roll out mid 2021 (as part of our sustainability values, we are aiming to minimise the need to destroy existing tags).

OUR BRAND NAME
 

We are currently in the process of transitioning our brand name from Spell & The G*psy Collective to SPELL. We created our brand name over ten years ago inspired by the Fleetwood Mac song and the lifestyle we believed this word represented. Over the last decade we have learnt this word, even when meant with no malice, can cause harm to those who experience it as a racial slur. We respect and honour the Roma/Romani people, you can read more about this here and we apologise to our community and beyond for any harm it may have caused.

We are working with our legal/trademarking team towards moving our brand name away from using this word, but given our brand name 'SPELL' on its own is a very common word, it has been difficult from a trademarking perspective to remove ‘and the G*psy Collective’ and still legally trade in some territories. We have already made the change digitally (we are SPELL on our website and all socials), are currently in the final stages of rolling out the rebrand for our store signage which will happen in early 2021 and for our packaging/swing/garment tags which will roll out mid 2021 (as part of our sustainability values, we are aiming to minimise the need to destroy

existing tags).