Breakage London™

Breakage London™ is an e-commerce brand, specialising in apparel designed to empower young people suffering with Scoliosis, with 20% of profits going to Scoliosis Association UK to support research, awareness, and rehabilitation. Scoliosis is a growing curvature of the spine, which in serious cases can only be corrected by wearing a body brace, or with spinal fusion surgery. Scoliosis affects approximately 2-3% of the population, with 80% of cases diagnosed during adolescence, specifically between the ages of 10-16 years old. Those living with Scoliosis often have a contorted body shape, and those who undergo spinal fusion surgery are left with a large, obtrusive scar, with many others having to wear uncomfortable body braces. Any one of these things can make young people feel self-conscious about their bodies. Scoliosis makes the process of buying clothing challenging, particularly if you are trying to disguise the scar, or wear a body brace beneath. This is why the core product offering of Breakage London is simply upper body garments that are designed to accommodate unique Scoliosis bodies, all wrapped up under an aspirational youth brand, that speaks to the core demographic in their native digital language. The company's founder, Dan Ayers, was diagnosed with Scoliosis when he was 15 years old, and had spinal fusion surgery in September 2010 when he was 16 years old. 10 years on, he founded Breakage London, to remind young people that Scoliosis is not the end of the story, it is only the beginning. The brand's first collection, entitled Halcyon, launched in July 2020. The brand's second collection, entitled Bloom, launched shortly after in September 2020, with 75% of the stock selling out in the first 48 hours. The brand is now leading up to the launch of the third collection, entitled Crystal, in February 2021. Follow the story as it evolves @breakagelondonFor media, partnerships, or personal enquiries, please contact dan@breakagelondon.com
Social Link - Linkedin: http://www. linkedin.com/company /breakage-london
Keywords: retail apparel & fashion