Hemera

Hemera is a brand created by Charlotte Gunning, who is looking at cycle wear for women who can start in that wear for the whole day without irritation or noticeable being cycle wear. I really like this concept as a lot of women cycle to work in the world and believe more in eco-friendly branding.

What is your brand name?

- My brand is named after the Greek goddess of light, A brand for women named after a female deity who possessed the power of the rising sun and the dawn of day, often seen as the goddess of life

What is your brand concept?

- A sustainable cycling company for women, to fit busy lifestyles, simplifying daily life through clothing.

- Collections inspired by the adapting journey of everyday life - I would like my brand to help create balance and harmony between clothing and everyday busy life for women who commute via bike or cycle for pleasure.

What is your brands statement?

'Seamless transition from travel to normal life'

Name one of your design cues and expand?

Design cues Purpose - Nothing I design or make will be without purpose, everything will have a function and a reason for being. People need a purpose in life otherwise we are lost or eventually discarded – like many clothing today

Practical - Realistic and useful

Compatible - In harmony

Who is your customer?

- Women aged 20 - 45

- Busy women who are possibly self-conscious or just don't want to wear skin tight Lycra - cycling during the day

- Working or in education/both, busy, hectic lifestyles, always trying to find balance between work and leisure

- Women looking for simplicity, solutions and easy transitions

- Range of budgets - fair price garments - simpler lower priced garments for younger customers

- Higher priced more technical garments for older customers

Women who care about the environment and the future of the planet - eco conscious e.g. commuting by bike.

Women who live in urban areas, busy places - busy lives

What is your brands Ethos?

Environmentally friendly where possible

- Recycled fabrics

- Sustainable organic natural fiber blends

- Environmentally friendly fabric treatments and finishes

What market do you think needs are focus in the future?

Easy transition from functional wear to stylish everyday wear = not having to get changed or be sweaty all day

- Comfortable but also smart/sleek and desirable

What is important for you to design for this sport?

Safe and stylish

- Reflective seams and binding

- Reflective on sleeves and back of hood (binding in hood seams)

- Reflective fabric incorporated into the patterns of the fabric

- not so noticeable during the day, just looks like a nice pattern on the fabric then at night it reflects = safe and stylish and not too noticeable as everyday wear - multi functional.

Between aesthetics and functionality which is more important?

I believe that function and aesthetic are both as important as each other.