OUR STORY
Hello, I’m Luke Dashper, the founder of POETRY and its Creative Director. I started POETRY 24 years ago, working from my home in London and sharing the collections through beautifully produced brochures. Over time, POETRY has grown into an international community of loyal customers – something I remain deeply proud of. POETRY is still a family business, owned and run by my wife Hannah and me. I lead the creative vision, while Hannah oversees the operational side of the company, supported by a dedicated team whose care and commitment have been central to our growth.
From the beginning, I wanted to create an alternative to the excess of modern fashion – clothing made in low volumes, with exceptional materials, thoughtful design and enduring appeal. As an independent business, we design without compromise. Every aspect of a garment – from yarn and weave to colour, silhouette and fit – is considered with equal care.
I started POETRY with a simple belief: if we create beautiful clothing and deliver outstanding service, customer loyalty will follow. So far, that philosophy has proven sound.
99% natural fibres
At the heart of POETRY is my conviction that natural fibres make better clothes. Silk, linen, hemp, organic cotton, cashmere and alpaca not only feel better and look more beautiful, but they also improve with wear unlike synthetic fibres which, without exception, only get worse. Today, 99% of our collections are made from natural fibres.
Choosing the fibre is just the beginning. What really defines POETRY is how those fibres are transformed into original textiles. We apply creativity at every stage of the process – from spinning and twisting yarns to weaving and knitting fabrics – resulting in unique materials developed exclusively for us.
The POETRY colour palette
Our approach to colour is an art form in itself. We use traditional dyeing techniques specific to each fibre to create rich, nuanced shades with real depth, always choosing methods that protect the inherent qualities of the material.
Take our cashmere knitwear as an example. To achieve our distinctive colours, we dye the raw fibre before it is spun into yarn – a process known as top dyeing. Several different colours are then spun together to create a beautiful mélange yarn. This preserves the exceptionally soft handle for which our cashmere is known.
The alternative is to bleach the fibre, spin the yarn and then dye it a single solid colour. The result is flatter colour and yarn that feels noticeably less soft. That is one of the reasons we never make black cashmere.
The design team
The development of our seasonal materials and colour palette is led by Charlotte, who has worked with me from the very beginning.
Inspiration is another vital ingredient in every POETRY collection. Our designers lead seasonal research through visits to galleries around London and trips to other cultural centres across the world. From this research, they bring fresh ideas that continually evolve and refresh the brand.
There are seven of us in total on the design team, and we work closely together in our beautiful design studio in Parsons Green. Each season, we go through the same process, always striving to improve on what came before. It is a journey that is never complete – we can always do better – but we are immensely proud of what we create.
The result is a collection of clothes that look and feel special in a subtle, understated way: beautiful clothes with enduring appeal.
Our sister brand Wrap London
POETRY’s founder, Luke Dashper, also created the womenswear brand, Wrap London. Both brands share a commitment to a hands-on creative process, responsible production and collections made from 99% natural fabrics. Where they differ is in the design. Led by a different team from POETRY, Wrap London signature elements include exclusive hand-drawn prints, intricate artisan-inspired embroideries and an ever-evolving denim collection. Inspired by a free-spirited, active attitude with a throw-on-and go approach, the clothes nod to trends but don’t follow them. Bringing a contemporary twist to everyday essentials, Wrap London is known for its soft-washed fabrics, relaxed silhouettes and the unexpected details that delight.
Our sister brand Wrap London
POETRY’s founder, Luke Dashper, also created the womenswear brand, Wrap London. Both brands share a commitment to a hands-on creative process, responsible production and collections made from 99% natural fabrics. Where they differ is in the design. Led by a different team from POETRY, Wrap London signature elements include exclusive hand-drawn prints, intricate artisan-inspired embroideries and an ever-evolving denim collection. Inspired by a free-spirited, active attitude with a throw-on-and go approach, the clothes nod to trends but don’t follow them. Bringing a contemporary twist to everyday essentials, Wrap London is known for its soft-washed fabrics, relaxed silhouettes and the unexpected details that delight.