Words & Photography Kirk Truman
“I fell in love with clothes, the idea and process of making the best clothes that I could…”
Folk is a word that can refer both to a sense of tradition and to the ordinary people who sustain it. Making your way along Lambs Conduit Street, it’s also a word you’ll see adorning two shop-fronts: one at No 49, and another at No 53. Here, on one of Bloomsbury’s premier streets for both independent shops and bigger high-street names, Scotsman Cathal McAteer, founder of Folk Clothing, has established a brand that is now a name for refined style and quality.
Folk offers elegance enriched by subtle details to its products for both men and women. In essence, it’s about style without the drama. Detail is key to the brand: from the stitching and buttons to the fabrics themselves, there are no shortcuts or half-measures.
“We don’t try to be mainstream. We’re niche – it’s all about the small things” says Cathal. “We don’t go to the button shop. We take care of every single detail ourselves: we never compromise. The thing we come back to quite a lot is to have more than you show. We like things to be instantly recognisable, without a label or a brand on them. Everything is in the details – and in the hidden details, the textures and fabrics too. Some people might say we care way too much, or waste too much time doing these things, but we think this finishes pieces off in a way that makes us satisfied with the garment. It just happens to be how I like to do things, you know?”
Cathal founded Folk in 2002, and has since navigated between streetwear and the architect-designer aesthetic, helping create a scene for well-made casual clothing with a modern British edge. Cathal grew up in Glasgow, where he started out working in shops from an early age. “I’ve been working in fashion since I was about 17. I’m not from a design background, I started out working in shops and then later on ended up working as a buyer,” he explains. “My friend told me I should call it Folk, so I did. Sometime later he wanted to call his brand Folk, but I was already too far gone!” he laughs. “I basically always knew it was going to happen. It was a natural progression from what I was doing before. I’d been in Japan with a friend of mine, and these guys had asked me when I was going to start my own brand. Some people offered to pay for their orders in advance, which helped me get things started. For about five years I’ve always had another business that helped to fund Folk. The profits went into the brand, until we began working with a selling agency further down the line. It kind of started organically, and from there it went on to become what it is now. I fell in love with clothes, the idea and process of making the best clothes that I could, and making them as accessible as possible to consumers.”
Beginning as a menswear line, Folk has since gone on to expand into footwear, accessories, furniture and womenswear. Bloomsbury has long been the backdrop for the brand, with the first store having opened on Lambs Conduit Street more than a decade ago and its head office based just round the corner on Emerald Street. “I guess I’ve always been a bit of a hippy at heart,” says Cathal. ”Our customer is really into clothes. They recognise quality and craft in products – they posses a real vanity for covering up vanity.” Looking back, he admits “the first few collections were truly shit. But as time went on we found our way. A friend of mine asked to meet me for a pint on Lambs Conduit Street way back. He told me if I was ever going to have a shop, I should have it here.” It turned out to be a wise decision. “Back then, there was nothing here compared to what there is today. To me, it’s a great position in London – it’s set perfectly in the middle of town. I’ve worked all over, but this is as perfect as it gets.” In the future, Cathal intends to evolve Folk and keep it embedded here in London, mentioning the possibility of a potential third store on Lambs Conduit Street in the near future. Whatever lies ahead for the brand, Folk’s roots will remain right here in Bloomsbury where it all started.