July 9, 2019


My name is Kiera Lane and I’m a second-year student studying Fashion Design at Cardiff School of Art and Design.

As part of a recent industry brief, I developed a commercial bespoke denim clothing collection called Who Is Jack.

Who Is Jack is a bespoke denim and streetwear brand influenced by industrial heritage workwear and machinery – it was inspired by the equipment used within my dad’s workplace. That’s why the denim products I’ve created are all engraved using a laser cutter.

I produced the garments with a sustainable mindset. My goal was to create a timeless product with a focus on minimal wastage. Denim is a durable and long wearing material which links to my heritage workwear inspiration, and the specific denim used within my project is also biodegradable.

As well as this, all of the waste fabric created during manufacturing is being recycled and made into clothing tags, business cards, packaging and accessories.

I’m also developing a customisation service which allows clients to select their preferred unique design before the garment is manufactured. I’ve tried to combine industrial and sustainable values keeping in mind the ever-changing technology of the 21st century.

To engrave onto the denim, I initially had to do endless amounts of sampling to ensure a professional finish. Every drawing I did of the machines had to be scanned into Adobe Illustrator in order to be redrawn on top of the scanned image.

A few items from my collection

This process took just over two weeks, working on six meters of fabric per run, producing three denim jackets and a pair of jeans. I have extra material left, so I plan to make more clothing items with this to help develop my brand.

I’ve also done some experiments with corduroy which gave some really interesting finishing ideas – it can only be seen in certain lights and is quite picturesque! I hope to continue using this technique in my final graduate collection, as I think it’s a really unique and upcoming technique.

My work on Who is Jack was selected for the Cardiff Met EDGE award. This meant it was featured in the Cardiff School of Art and Design degree show alongside work from final year students across the school.

The exhibition featured the three complete outfits I created as part of my ‘mini-collection’ submission, alongside my professional portfolio. I also displayed my work at Synthesis, our BA Fashion Design catwalk show.

Who is Jack clothing
My work on display at the Synthesis Catwalk Show

Along with the denim sponsorship I’ve secured from Heritage Fabrics and the opportunity to feature on Crossover Fashion’s marketing platform for upcoming designers, this has given me a great opportunity to promote my brand before I’ve even started the final year of my degree.

Check out more work from our BA (Hons) Fashion Design students, including Kiera, in our Synthesis catwalk show video: