Hush
Hush is a digital-first fashion business, with an emphasis on the kind of easy-going apparel that the whole world has increasingly been reaching for. It's a leader in customer engagement, using its website and catalogues as rich content real-estate – and fostering a committed community of brand-lovers.
brand facts
- Founded by Mandy Watkins in 2003, who was later joined by her husband, Rupert Youngman.
- Mandy, an Australian, was so shocked by her first experience of British wintertime, that she designed a range of pyjamas – which evolved to become Hush.
- More than 60 percent of Hush's garments use sustainable materials – a number which is increasing by the day.
Brand categories
- private equity
- clothing & apparel
- UK
- current
Our journey with Hush
We aquired a majority stake in hush in March 2020, having got to know the company and founders over several years. Hush is a digital-first business, using its website and catalogues to market its easygoing apparel, and foster a committed and passionate community through its rich lifestyle content.
brand updates
News
How Hush quietly became the British high street’s winning label
Last year, Hush Homewear Ltd sold five pairs of joggers every five minutes. That's a lot of drawstrings - and emblematic of a shift in consumer behaviour in the womenswear category that made us determined to become involved with the brand. Founder and Creative Director Mandy Watkins talks to the The Telegraph about why she started the business, and why she believes the Hush continues to go from strength to strength.
News
Our Better Cotton membership
As a clothing retailer, cotton is one of our most important fabrics. We’ve already joined the Cotton 2040 initiative (more about that here), and in doing so, we realised what an impact sustainable cotton sourcing can have on our business. As a part of our journey, we’ve already switched to organic cotton for a large part of our manufacturing. However, in order to further improve our cotton sourcing, we are now a proud member of Better Cotton.