United Kingdom

Crew Ã  la Mode

With a loyal client base,&nbsp;<a data-gid="gid://syiq/Company/4045" href="#managed-by-system" rel="noopener noreferrer" target="_blank" title="Crew Ã  la Mode (Company)">Crew à la Mode</a>&nbsp;has outfitted the crew of more than 800 superyachts. Leona Caanen sits down with Lottie Lyne, CEO and founder of&nbsp;<a data-gid="gid://syiq/Company/4045" href="#managed-by-system" rel="noopener noreferrer" target="_blank" title="Crew Ã  la Mode (Company)">Crew à la Mode</a>&nbsp;to chat about the company’s course over the past 15 years and what her plans are for the near future.<img src="https://photo-assets.superyachttimes.com/photo/394656/image/large-9943be508c3b8ace840e465e2d14993d.jpg" data-gid="gid://syiq/Photo/394656">How did&nbsp;<a data-gid="gid://syiq/Company/4045" href="#managed-by-system" rel="noopener noreferrer" target="_blank" title="Crew Ã  la Mode (Company)">Crew à la Mode</a>&nbsp;come about?I was a stewardess for a season, about 15 years ago, and I loved it, but when I needed to get my uniform, there was just nothing around. I had to wear really inappropriate things; these little mini shorts, a plain, old white t-shirt handed down from a previous stewardess. It felt misaligned serving guests from the fashion world in a basic t-shirt, but at the time there were no other options.When I left that, I thought, okay, there's a real need here; and I had the desire to do it. I started working with some old clients and it grew from there. It was really about trying to create something more modern to reflect the industry, because I was working with such elite people in these amazing environments, and what I was wearing was just not.How has the company evolved over the last 15 years?&nbsp;Fundamentally, we've always been a really creative-centred business, and I like to think that’s often why clients like to work with us as it is at the heart of what we do. We’ve evolved to offer more than just the uniform itself, we offer design and styling as well as providing creative solutions. It’s not just about the product we’re making, it’s about the entire package, but we did start off making our own production in the UK from small runs.Gradually, we’ve grown into having our own factories in Europe, and now worldwide. As we expand, we’ve continuously improved the quality of our production, which is an area I’m passionate about. We aim to ensure there is balance with a premium product at a fair price point so that our uniform is accessible for all clients and every size of vessel.<img src="https://photo-assets.superyachttimes.com/photo/394662/image/large-8d5002bd261d469ba3da0980258df44a.jpg" data-gid="gid://syiq/Photo/394662">15 years gives you a lot of experience, we’ve learned a lot, made a lot of mistakes, figured out what does and doesn’t work. Now we know all of those trap doors, all the things that didn’t work or fabrics which should work in theory, but don’t; or what a factory really means when they say we can meet your deadline! This insight allows us to be more honest when meeting client expectations.Lots of different people have contributed to where we are today, which I'm ever thankful for. Now we're bigger, we have more specialist roles: we have a garment technologist and talented designers, which enables growth, but fundamentally we still carry that same mentality that we’re a small brand who are passionate about delivering service excellence and feel accountable for our client’s projects. Our focus now is delivering those values to our clients on a larger scale.Delivering such a wide range of services isn’t always easy. We’re aware we could simplify business by only offering our ready-to-wear range and produce in higher volumes at lower prices - but that’s not where our passion lies. Our expertise drive lies in ensuring each client’s requirements are considered and translating their briefs into a full uniform concept.<img src="https://photo-assets.superyachttimes.com/photo/394654/image/large-92c269f0e510b6de9d20eb2e125f9e10.jpg" data-gid="gid://syiq/Photo/394654">Your approach is centred around transparency, what does this mean and how is this incorporated in your workflow?Transparency isn’t easy, and we don’t always get it right, either - our industry is notoriously difficult regarding transparency, but we aim to be and we’re improving year after year.It starts with looking at what a client is hoping to achieve and whether that is actually achievable. It’s challenging to say ‘no, you can’t have what you want within the budget you want’. It’s our job to be realistic about what is possible and that starts at the brief. We’re optimistic as a business, but we have to be realistic about whether you can deliver 50 uniforms with a personalised design in eight weeks, and sometimes the answer is no.It’s important for me to also be transparent and honest about when things haven’t gone right, because they never can 100 percent of the time. In our industry, it can feel like you’re swimming against the current, because information in a high pressure environment like ours is always challenging, and not everyone is well-equipped to receive that news. Yet if we receive fabric and it has a fault in it, then we have to say it’s faulty, we can’t use that. Or there is an issue with the courier, causing a delay, which isn’t always well-received.We are very communicative about where things are made and what fabrics we use; that whole supply chain is very clear. We’re very open about (potential) delays and timelines: when we say ‘yes, we can deliver that in a month’, then the client can trust that we really can.<img src="https://photo-assets.superyachttimes.com/photo/394661/image/large-120cf7582c49369cecdf00fba0ed3c39.jpg" data-gid="gid://syiq/Photo/394661">How do you ensure sustainability is a part of your production rather than an afterthought?Sustainability is part of the entire process, and it starts in the design stage. We make sure we are sustainable by ensuring the right products are picked, the right testing is done and the whole process is followed very carefully. The most unsustainable thing you can do is make the wrong choice, then, ultimately, a lot of wastage is created and there’s very little you can do with that.&nbsp;A product can be organic cotton, but if nobody likes wearing it or it doesn’t fit well, it won’t have longevity and will end up in the recycling landfill. The approach we take is to follow the entire production process really diligently and make sure everyone loves their uniform and that what we’re producing is 100 percent what the owner wants. Then we’re just doing top-ups and avoiding wastage - that’s our primary focus.&nbsp;When it comes to what we make, we source brands and have our trusted suppliers. We’re transparent with what we don’t supply, even if the order would be for thousands of items, we won’t accept it if it doesn’t meet our standards.&nbsp;Our production is predominantly in Europe and in low volumes, meaning we don’t have much wastage within each collection the way you do in lifestyle or fast fashion. For us it’s all about the longevity of a product onboard; lots of clients prefer organic cottons, but if you choose dark colours, they fade quickly and uniforms will have to be updated more frequently, in turn making it less sustainable.<img src="https://photo-assets.superyachttimes.com/photo/394653/image/large-08bd04899cab4b8fc6d969106a4b83c4.jpg" data-gid="gid://syiq/Photo/394653">What is your CREW Renew initiative?&nbsp;When you’re replacing a product or changing your style, there tends to be leftover product, especially in footwear. The whole concept behind CREW Renew is that we collaborate with our clients to repurpose the left over products. They can send us items, whether supplied by us or not with our REcycle, REpurpose, REpair or REwear offering to try which aims to reduce uniform waste. So whether the uniform is donated to charities, or repurposed into gifting items, we are extending the life-cycle of those garments and fabrics.The program ensures a sense of responsibility: if you’ve bought it, you’ve created the waste and you have to commit to do something with it.&nbsp;What are some key elements of designing crew-wear?&nbsp;When we’re designing, it’s a combination of technical gym wear for the movement and breathability, and something which is suitable for the luxury element of the yachting environment.&nbsp;We have a really great feedback loop, too. We have about three or four sample orders going out to clients every day, and we’re constantly collecting feedback, and we listen to it all: what fabrics are preferred, the ideal length, whether a pocket is in the right place. Part of our team are ex-stewardesses and they bring industry insight that is incredibly valuable in the design process. <img src="https://photo-assets.superyachttimes.com/photo/394660/image/large-7f3232b7392d0863690db46bc240bbde.jpg" data-gid="gid://syiq/Photo/394660">What makes&nbsp;<a data-gid="gid://syiq/Company/4045" href="#managed-by-system" rel="noopener noreferrer" target="_blank" title="Crew Ã  la Mode (Company)">Crew À La Mode</a>&nbsp;unique?The big thing for me is that we are female led. When I started 15 years ago, nearly everything was male-led, as well as it being heavily supplier-based. <a data-gid="gid://syiq/Company/4045" href="#managed-by-system" rel="noopener noreferrer" target="_blank" title="Crew Ã  la Mode (Company)">Crew à la Mode</a> is a future focussed creative agency - we have our own design team and that’s the starting point of every project.&nbsp;All-in-all, it’s not just about the brand, it’s about everything we offer as an agency; that everything we offer in terms of concept design, project management, sustainability, onboard experience and insight - the all-round package. It makes the business model more challenging, but it allows us to keep close to our fundamental values.&nbsp;What ambitions do you have for the coming years?In the immediate future we are setting up our Amsterdam showroom. It’s an important step for us, as we’ve always been based in London, which is slightly disconnected from the industry. Until now that has been great; we’ve focused on what we’re doing and relying on good word-of-mouth. The new showroom is a step forward, to provide a space where crew can come see everything we have on offer and organise their uniforms in one day. It’s exciting to showcase our entire collection in a different way than we’ve previously done, creating an inspiring space. The plan is to eventually expand with multiple showrooms globally in Europe, the US and Middle East.

Crew a la mode founder interview

Outfitting crew of over 800 superyachts, SuperYacht Times speaks to Crew à la Mode founder Lottie Lyne