“So I walked past the shop and it was empty. I’ve always loved this shop, the frontage of number 77 because of the curved windows. It looks like an old apothecary and there aren’t enough of these shops left. When I saw it was empty just after lockdown, I stood at the end of the alley and waited for someone to come out of the building, ‘Who can I call?’

I literally had no business plan, you know, but I had around 40 samples which I sold from, plus several rolls of fabric. I also have close friends who are wonderful artists and designers and having wanted to show their work too for some time, I just went for it.”

The Whistler is with Jane the Dressmith, dress designer, fabric lover and owner of the coolest clothes shop in the Dials. 

“I’ve never had a shop, never really wanted to. But I love to this shop. I’ve lived in Vernon Terrace for 22 years, so I’ve been part of the Seven Dials community and seen its rise to… Yeah, that Time Out thing, the top 12 coolest destinations in the country.”

It’s a curious thing, that coolest destinations thing. You know Time Out wasn’t talking about ‘Oh, there’s a really big Co-op’ (he says pointedly). They’re talking about independent shops, individual shops, shops with heart and soul, this is what they’re talking about. They’re talking about Dressmith. 

It’s a beautiuful shop full of beautiful clothes and lovely, lovingly chosen fabrics. It’s been here about a year, and slowly but surely she’s making it exactly as she wants. Everything in the shop is carefully curated, carefully positioned. Well, she’s a designer. It’s what they do. And in the same spirit, because she wanted to get things just right, she made me some notes. 

“Dressmith. Beautifully British. Handmade in England. Ready to wear and utility clothing. Limited edition. Organic collections and sustainable collections made from overstocked fabrics, surplus to the trade. Luxury brand with ecological consciousness” – which is all very well, but it doesn’t give an indication of the passion. Walking around the beautifully designed, beautifully presented shop you just know that there’s a real love here. Wools, linens, cottons… 

And it’s not just hers. There’s art on the walls “they’re by Michael Bishop” – ceramics on the shelves, cards, candlesticks… All made by friends, all part of the same ethos. 

So this is your baby, but it’s a hub for your community as well. “Yes. It’s a Dressmith family, basically. Yeah, that’s what I like to think of it as. 

“Basically, I want this shop to be for everybody. So I get I’m getting gifty things in candles, socks, berets, room diffusers, soaps, tea towels. I want people to be able to come in and buy a card and a gift”.

I was desperate for Dressmith to be her real name – love a bit of nominative determinism – but “No, my real name is Jane De Lacey” which is maybe even better, especially when you consider that before 2014 when she established the dresSmith label, she designed underwear and lounge wear. “I just thought, you know, my initial concept was when you get home, you should put loungewear on you shouldn’t put an old tracksuit on, you should dress up at home. So I made lounge suits”. 

Jane the designer came of age in the mid-1980s and hit the ground running during the heyday of Kensington Market, the New Romantics, Vivienne Westwood, Camden Market, Club For Heroes… 

“I dressed bands like Madness, U2, the  Stranglers. Do you remember that newspaper print suit Madness wore?” Madness were always seriously stylish, but The Stranglers? “Oh, God. Well, I just used to make normal stuff. You know, Jet Black was rather a hefty chap…” 

So a year on, do you enjoy the shop life? “Yes, because I don’t have hundreds of customers, and everyone has been so welcoming. I’m not in the Western Road, I don’t have serious footfall, so I can sit there and get on with designing. My idea has always been I would have a shop that I could work at the back of, and then if somebody comes in then you can help them if they need help. So actually, that’s what I’m doing”.

Dressmith, 77 Dyke Rd, Brighton BN1 3JE