CC Conversations: Mische Howard, Founder of The Re.Store

Read about The Re.Store in the words of Mische Howard, who founded Re. after 15 years as a fashion designer and 20 years practicing yoga. 

Introduction to the The Re.Store

The Re.Store is all about conscious, slow-made yoga-wear with a real story and soul to it. I’m heavily inspired by vintage-wear, and this is a real grounding force behind our products. 

Our products are designed and made in the UK, and we use conscious fabrications and what I call ‘steady-paced collections’. We use certified recycled polyester made from Econyl® and recycled cotton, and the steady pace of the collection connects to our brand ethos of not being busy. It’s about slowing down the process of design, manufacturing, and production, but also slowing down our lives and taking the glory out of the hustle and being busy. 

We launched in October 2020 with our first collection, which was heavily inspired by nature and the arts and crafts movement, grounded in craftsmanship over mass production.

Inspiration behind Re.

I have two parts to my life, and Re. has really gelled the two together. 

On one hand, I’ve been a fashion designer for 15 years. I studied fashion design at UCLAN and started my career as one of the first designers at Jack Wills, then Herschel Supply co. and finally Truly. I joined these businesses when they were in start-up phases, so I’ve been used to the diverse roles that come with the start-up world. 

On the other hand, I have been practicing yoga since I was 14 or 15. When I was living in Canada, at quite a pivotal point in my life, health, and career, I undertook my 200-hour yoga teacher training. After this, when I was teaching more and my yoga practice had developed, the fashion industry just didn’t really sit with me very well anymore. It’s an industry, it’s corporate, and being creative in a corporate world jars with your natural state. I really started to feel quite separate from the fashion industry as the years went on. 

So, in June 2019 I left my comfortable design job to get away from an industry that really prides itself on fast turnover and being busy, and to become a yoga teacher. However, I really missed design, and realised that it wasn’t the design aspect that I wanted to lose, I just didn’t really agree with the industry.

If I was going to do it differently, how would I do it? Being a yoga teacher, I was privy to seeing so many students in yoga class just grab a pair of leggings that were available and a top that was clean. Those who loved the street-wear vibe of some sportswear, or the minimalist vibe of ath-leisure had plenty of options. 

But what about people like me who love pattern and vintage, love pieces that are precious and have a story to them? There was nothing in the market beyond prints that felt mass produced. 

I started to put pen to paper and in two weeks the idea for Re. poured out of me. I thought it would be really difficult to do, but I was just met with a chorus of ‘Yes!’ and it felt really natural and organic to go ahead with my business. 

Production and Manufacturing 

I wanted each piece to feel special, a similar experience to when you buy vintage you know that each piece is precious and has a story. You don’t really get this with sportswear or yoga wear so that was a big tick for me. 

Each piece is limited edition and made to order, making it a unique gift to yourself, as opposed to mass produced clothing that you could bump into someone else wearing. The products are also multi-use – I want you to be able to wear them to yoga and then you can actually swim and surf in these pieces too – exercise and leisure-wear in one. 

It meant so much more to me to be able to support UK manufacturing. When you buy from a small business like me you are supporting a chain of small businesses and it also really helps to reduce your carbon footprint. I also have personal relationships with our manufacturers and mills, which makes it easier for me to be completely transparent with my customers. 

On my website, I don't scream about the 8,000,000 metric tonnes of plastic going into the ocean every year because the chances are that if you found me you probably already know this. I also don’t want consumers to feel guilty about the purchases they already have in their wardrobe. I want it to be a given that when you are shopping with me the production process is considered and fabrics are sustainable, then it’s about finding you an item of clothing that you love and find flattering. 

Yoga

I firmly believe that yoga isn’t just the physical practice whilst you’re on the mat, but it’s also the tools that you take off the mat and use in the rest of your life. When you're practising yoga the only person you’re meant to think about is yourself, you really tap into your centre and in that moment get to know yourself better. 

At the end of the yoga practice, we pause in Savasana, to let the sediment settle and process before we move on. In life it’s all about the Asana (movement) and we’re not actually slowing down enough. This is how I see the Re.Store and the idea of ‘not being busy’, which is something that I have to remind myself of. But whether I get out into nature on a really lovely coastal dog walk, or simply roll out my mat and take time to move and breathe, being about to pause and reflect is so amazing. 

Voting with your money

In our society, the tendency is to value ‘newness’ and buying new outfits, but if you can, then opting to shop vintage or support smaller independent stores is one way that you can vote with your money. You make a statement of sorts by saying this is where I want to place my trust and support as a consumer. 

At Conscience Collective, we are so inspired by Mische and the story of The Re.Store. Watch the full interview here and check out Mische’s new collection, Bloom, which is inspired by bold and colourful vintage prints.