Designer Spotlight : St Piece

St Piece is a London-based print design studio specialising in luxury scarves for men and women. Each piece starts from original, hand-sketched artworks before being printed for hand-roll finishing in UK and Italy.

The St. Piece studio is led by Creative Director Sandy Chang, whose years of experience at some of the world’s top fashion houses includes tenure at Alexander McQueen, post studies at Central St. Martin’s and Chelsea College of Art and Design.

House of Coco went behind the brand and spoke to  Ting Hsu the Director and Sandy Chang Creative Director to find out more…

When did you launch the brand and what was the reason behind it?

Ting: We launched the brand beginning of 2014 after a few months of planning. Sandy and I have known each other for a while before working together. I was working in PR and Sandy was working as a print designer. We were over at a mutual friends place for dinner – we got chatting and Sandy showed us some of her work. I was absolutely mesmerized, so we got talking some more and we decided to start a side project just to create something we like, and would wear. The truth is we are both perfectionist in our own way, and we realised if we wanted to create something nice it can’t just be a side project, it would take 100% commitment and dedication. We both decided to give it a try and started St.Piece.

Whats your background?

Sandy: I am a Central Saint Martins graduate, and have been working as a print designer and illustrator before we started St. Piece. I guess my upbringing has always been artistic – both my father and brother are architects and brilliant artists. I have always enjoyed the creative process.

Ting: I was working in the PR industry before setting up St. Piece.

How many people are involved in the label and what’s the process behind launching a new piece?

Ting: Sandy and I oversee everything. Sandy is the creative director and she is the person that designs all the prints and our visual images. We discuss materials, colours, and other minor adjustments. I am more involved in the production and sales process, which includes organising events and shows.

If you could start over with the business, would you do anything differently?

Ting: We have learnt so much from creating this brand already. There are a few things we might have done slightly differently. The good thing with having a business partner is that we have 2 pairs of eyes; we can spot mistakes and errors more quickly. We are so glad nothing catastrophic has happened yet and so far the two collections have been very well received.

If we were to buy just ONE product from you for Christmas (now Spring/Summer?), which one would it be?

Ting: I think it would be one of our signature print scarves for lady or a new pocket square for a gentleman from the new collection.

Tellus Blue

Tell us one fact about you that people wouldnt know?

Sandy: I was trained as a ballet dancer since a young age. I thought I was going to be a ballerina.

2015 is just around the corner, where do you plan on taking the brand?

Ting: We hope to reach more customers by working with more boutiques from all over the world. We would like to be recognized as one of the leading scarves brands to come out of London. We are just about to show our AW15 collection at LFW and London Fashion Weekend which is really exciting.

To date, what has been the highlight since launching?

Ting: I think we have had much excellent press coverage so far, but we are most excited about Financial Times How to Spent It –  I’m honoured we’re featured by the Financial Times.


What inspires each collection?

Sandy: All the collections are inspired by my travel, hobbies and everything I have experienced in life. In a way, designing each collection is almost like writing a journal –  it represents a different time in my life and I can immediately go back to that specific time by looking at each individual scarf. You can see that each collection is quite different from one another. I hope you can also see the progress of me as a designer too.

Where can people find out more? (website/social media) or follow us on facebook @st.piecelonlondon or twitter @st_piece and instagram @st_piece

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