My first experience of Chinti & Parker was a cashmere knit I borrowed from a friend a couple of years ago. It was lightweight, butter soft and clung to me in all the right places. Naturally, giving it back was a struggle but nonetheless, the label has been on my radar ever since has become something of an industry favourite since it was launched by cousin duo Anna Singh and Rachael Wood back in 2009.
‘I was running a beauty brand called Pout with three other girls before it was sold to an American company, which gave me great experience in launching and running a business. Rachael worked for Browns doing e-commerce so that gave us a good background for what we’re doing now,’ Anna explains. ‘We just found ourselves free at the same time so it just feel right to work together. We’re like sisters and, exempting the odd disagreement, it’s great. Even if we bump heads, the fact that we’re family naturally motivates us to work towards a solution.’
[show_shopthepost_widget id=”684471″]
Finding high quality basics isn’t easy. As a self-confessed essentials girl, my daily uniform doesn’t steer too far from t-shirts, button down shirt and knits and finding the kind of quality basics that last but have a fresh twist is no easy feat and that’s partly what makes Chinti & Parker so special. The quality is there – all of their cashmere is sourced from Italy and the collections are full of the most amazing lightweight silks and top-notch cottons too – but everything comes with a twist. Think neon details on buttons or playful heart shaped pockets or motifs on tops and knits.
‘We would often come back from the States with handfuls of luxury basics from brands like James Perse and T by Alexander Wang and just thought that it would be great to have a UK-based brand to incorporate the concept with added European detailing and a British sense of humour,’ Rachael explains.
Each season fans can expect to see the Chinti & Parker classics mixed with a host of new pieces in a similar vein but it’s not about passing trends. ‘Our woman is a bit of a discerning tomboy who isn’t seduced by fast fashion,’ Rachael continues. ‘What epitomises her is that she’s full of contradictions – she’s not too much of one thing.’
In terms of their design process, everything starts with the types of clothes the pair want to see in their own wardrobes. ‘Without sounding like a narcissist, it’s true, we definitely design for ourselves,’ Anna adds. ‘We really like understated clothes, often with boyish details so while you might find the odd feminine piece, generally we operate on the androgynous side of fashion. If there’s a girl print, it will always be offset by a boyish fit.’
Their spring collection started with the pair talking about what they wanted their summer to be like. ‘Our moodboard was full of references of trips to seaside towns with nostalgic details such as fisherman’s rope and nautical elements, swimming pools, blue budgie birds, peony flowers, and fruits such as lemons, gooseberries and pineapples,’ Anna explains. ‘It also had the work of English interior decorator David Hicks and illustrator Sara Midda’s South of France. We find ourselves turning back to stars and stripes, and themes of humour, simplicity, and a lifestyle that’s all about a sense of ease.’
Travel is always a source of inspiration, Rachael adds. ‘I’ve always been influenced by the laidback cool of California, the eclectic styling of Tokyo, the tropical details seen in the Maldives or Mauritius, as well as the coasts of England and France for Breton stripes and nautical touches,’ she says. ‘It’s become a cliché, but there is a lot of truth to the appeal of French girl style.’
The brand comfortably slots into that sweet spot of accessible but ‘luxury basics with a twist,’ and now, along with their much-loved knits, their collections are expanding to feature everything from skirts, dresses, trousers, pyjamas and loungewear. There’s even talks of introducing children’s wear too.
Fans of theirs will know that they’ve already collaborated with the likes of Net-A-Porter and Goop on sell-out ranges and they have already got their eyes on New York-based Australian typographer Tania Debono for their next one but they’re in no rush. For Anna and Rachael they are continuing to develop the brand as they know it, growing and learning from their customers and each other, all while staying true to the brand’s ‘less is more’ ethos.
Wondering why you haven’t caught onto Chinti and Parker sooner? Us, too. The brand really is the one to know and if you’re ready for your next season fix, you’re in luck because their new collection is set to drop late June.