The Donna Ida team are loving TROY London right now. Their elegant, sophisticated and timeless designs are a match made in heaven with our denim. We caught up with TROY co-founder Rosie: read our interview below. Don't forget to enter our giveaway to win the ultimate Donna Ida x TROY London Autumn bundle! Good luck x


(pictured Troy Stock Shirts and Donna Ida Denim Gert jeans and Minnie jeans)


DONNA IDA: Could you take us back to the beginning of TROY and tell us how the brand was born?

ROSIE: It all started with my sister and I discussing the lack of quality outerwear for women as we strolled through fields in Norfolk, and from there we set about designing stylish solutions to this problem.



DONNA IDA: You have created a uniquely British brand with timeless pieces that are loved worldwide. Can you tell us more about how the brand’s British identity is central to TROY, and to how you run the business?

ROSIE: Lucia and I draw inspiration from our love of the British countryside and benefit from the rich heritage of British clothing production and specialist craftsmanship that exists today. We love delving into the archives and teaming vintage shapes with technical finishes, ensuring every piece is uniquely British in look and feel but also carries you into future seasons. Our headquarters are in Norfolk and from here we deliver our designs around the world.



DONNA IDA: Can you share some of the highlights and/or challenges from running your own business, and a family business at that?

ROSIE: Our first collection was a wonderful moment, the day the website launched and the many wonderful design collaborations and moments in the press. The whole family is involved to a lesser or greater degree, as advisors, fit models and moral support!


DONNA IDA: Who is the TROY customer, or TROY TRIBE?

ROSIE: Our wonderful clients look for lasting styles, beautifully made to stand the test of time. Lucia and I design for our own wardrobes and we like to be out in the fresh air and exploring the world. Our designs are thoughtfully put together to allow for effortless style in any environment.



DONNA IDA: Do you have a favourite item of Troy clothing, and why?

ROSIE: Our classic Wax Parka is my go-to waterproof coat... and the camo option hides any number of muddy paw prints.


DONNA IDA: How important is sustainability to TROY and do you have any advice for businesses aiming to become more sustainable?

ROSIE: We strive for sustainable practices in all areas of our business, from packaging to controlling the volumes in our production runs. Limiting waste and selecting our raw materials carefully is key, but above all it is making quality clothes that do not need to be replaced.   



DONNA IDA: You design for women, men, and children. What’s next for TROY? 

ROSIE: We are looking to continue to develop these categories, as well as to expand overseas to keep pace with our globe trotting clients!


DONNA IDA: Did you receive any helpful advice when you were starting out, and is there any you would share for someone in the same position?

ROSIE: Business is built on relationships, and we know how important it is to nurture those with our suppliers and artisans, as much as with our clients and TROY Tribe. And a rule we put in place fairly early on... there is only room for good news after 7pm! Any challenges are best tackled in the morning, and your team (and family) will thank you for it!


Thank you, Rosie! Enter our DONNA IDA x TROY London giveaway here.

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