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New fashion start-up on the hunt for Kingston talent

Posted Monday 16 June 2014

Sadie Clayton EarringsIn today's fashion world the large chains determine what we wear. Buoy-Up, an innovative new start-up, turns the tables on this and lets the crowd decide what will be the trends of tomorrow. Buoy-Up is an online fashion platform that specialises in crowd funding.

Buoy-Up already has a keen interest in Kingston. Rising star and Kingston alumna Sadie Clayton (Fashion BA(Hons), 2013) is already using the platform and a number of other Kingston University graduates are to launch collections on Buoy-Up soon too.

Furthermore, Amelie Exton (Graphic Design BA(Hons), 2013) has been working with the rest of the team at Buoy-Up on developing the brand, marketing and PR. 

Amelie says: "I think the way of teaching at Kingston which is very holistic and encourages you to create new pathways, rather than follow others, has given me a fantastic set of skills to contribute to a new business/project/concept."

How it works

Buoy-Up features products from independent fashion designers for a limited time. The designer sets a minimum amount for production, complemented by a wholesale price. If the crowd likes the item and the item reaches its target, the customers are charged and the money is transferred to the designer.

Immediately thereafter the designer manufactures the item and sends the final product to the customers. Each series is a limited edition and numbered, making them very desirable.

The platform provides designers a risk-free environment to create and sell fashion at a wholesale price directly to the crowds all around the globe; it's just like a free online showroom. Buoy-Up currently retains an exclusive community of stylists, designers, opinion leaders and various fashionistas.

Kingston students and graduates can get involved by visiting and applying designs.

If you would like to contact Buoy-Up directly, please email

Picture credit: Sadie Clayton's design. Photographer Iris Bjork

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