Ayten Gasson

Ayten Gasson is a luxury lingerie label that has passionately championed ethical manufacturing and sustainable fabrics since its inception in 2005. Launched in the summer of 2005, Ayten Gasson has become known in the UK for its beautiful collections and its firm commitment to ethical practices and traditional sewing skills. The brand's creative director, Ayten Roberts, grew up in a family full of designers and makers, instilling in her the importance of well-made pieces and the history of British manufacturing. Ayten's mother worked as a seamstress for Arcadia in the early 1990s, and her grandmother was employed in a local north London factory. After graduating from Central Saint Martin’s in 2004, Ayten witnessed the closure of many UK-based manufacturers and design houses. Most design jobs had moved to Europe, while London factories she knew from her childhood had all shut down. As an independent designer, Ayten felt it was vital to support the industry while showcasing the history of vintage fabrics.

Ayten Gasson's commitment to sustainability extends to every detail. The brand sources vintage lace trims from Nottingham’s historical lace mills, celebrating the region’s renowned craftsmanship. Fabrics like organic bamboo, organic cotton, and Tencel™ reflect their dedication to environmentally friendly materials. In 2016, Ayten Gasson opened their first boutique in Brighton’s Seven Dials area, where all production was moved in-house. The studio was situated on the shop floor, allowing customers to witness the lingerie being made. Waste reduction was prioritized, with fabric offcuts repurposed into eye masks, lavender bags, or donated for children’s art projects. Production in small runs and on-demand minimized dead stock.

In 2017, Ayten Gasson was named Best Lingerie Label in the first-ever Eluxe Awards, which honored excellence in the sustainable luxury market. The brand continued to thrive, earning features in esteemed fashion publications like Elle, Vogue, and Cosmopolitan. In 2020, Ayten proudly opened a new and larger boutique in Brighton's Hanningtons Lane, where all items were still made in the studio located on the shop floor. Vintage lace trims from old lace mills in Nottingham were sourced to highlight the incredible skills that the area was once famous for. New cotton lace came from UK-based companies, supporting those still manufacturing. Ayten Gasson's journey continues, now based in an exclusive studio space in Brighton, where new products are developed and all lingerie is hand-crafted .