Instinct Print House Film Premiere at Market Hall: Founder Aaron Walkley Shares His Vision

In the lead-up to the Instinct Print House Film Premiere at Market Hall, Plymouth, on 3 October, our newest community reporter – and fashion designer herself – Victoria Lammie sat down with Instinct founder Aaron Walkley. From his early days studying architecture to building one of Plymouth’s most exciting fashion brands, Aaron shared the story behind Instinct, his creative drive, and his vision for the future.

In the lead up to the Instinct Print House Film Premiere at Market Hall Plymouth taking place on the 3rd of October I caught up with the founder of the clothing brand Aaron Walkley.

One of my first questions to Aaron was what made him start his own fashion brand in Plymouth.

“I started my undergraduate in Architecture in 2017/2108 and in my second year I was like… I want to drop out. I want to start a clothing brand but I then suddenly realised I could probably do more in life with Architecture. I could design more buildings and help more people with that. The stuff we were doing was community based which was pretty cool.”

Then covid arrived and changed how life looked. Aaron tells me how during this time he managed to save some money which led him to take the leap into setting up a clothing brand alongside doing a Masters Degree. He worked hard to find a UK manufacturer to produce just fifty t-shirts for him.

“When I started my work with a factory in England it was brilliant, I thought I wanted everything locally sourced and everything organic. A good workforce like labour conditions are good and I did have that then it was good. But then how organic is organic? There's obviously water consumption. I didn't get into the finer details of it. So what I have done is make the best of what I’ve got. The problem I found was it’s so expensive to manufacture in England and I couldn’t maintain that. So with the drops I wanted to do, I wanted to have different silhouettes, different colours and develop each product myself. The MOQ’s would have killed me, it was so expensive.”

He says the t-shirts made in the UK were by no means perfect either! He now works with a supplier in Portugal where he purchases organic cotton plain t-shirts and hoodies to print his own designs in the UK. Long term Aaron hopes to manufacture his collection here; “I want things on my door step, it's so much easier.”

He tells me import duties are high, and his margins are tight once he’s paid the artists who design the prints for his collection. He makes a joke that artists he collaborates with are way better at designing artwork than he is! What started out as cotton t-shirts with ‘Instinct’ lettering printed across the chest has now transformed into beautifully designed artwork emblazoned on a collection of t-shirts and hoodies.

Aaron tells me how he loves stirring up something and seeing what happens. He also explains how he loves the thought of seeing people on the streets wearing his designs. I ask Aaron how important is sustainability to you? “So well sustainability is very important. Hopefully it won’t be a selling point of a brand, all brands should just have it”

I think Aaron has definitely got a point.

I ask him about ‘Instinct’ he tells me “It became a passion and a space where I could relax. I had full control of it. I had lots of other things going on in my life at that time, and now it’s become more healthy I like to think and I get to share it with people I work with and the people who buy the clothes”

.We discuss his future goals for the brand one of which is to supply the multinational lifestyle retailer ‘Urban Outfitters’. Aaron tells me how he’s carried out a number of pop ups in Urban Outfitter stores and how much he loved doing them.

We talk about wholesale and how it’s a road he would like to go down in the future. He explains it may be a few years away and that he wouldn’t wholesale the artist print pieces; they would remain exclusive to the Instinct website. What he would like to wholesale is a collection of workwear. Another one of his goals is to collaborate with some high profile artists in high profile venues; his background in architecture could certainly give him the edge on finding these venues. He tells me “I want to keep doing cool things. One of the venues I’d like to use is ‘Soho House’. We share a lot of the same values in terms of artists, I know they have art maps in their houses, they love art so if we can make Instincts outside skin look like something of their quality, work with them and put clothes where you would not necessarily expect them.”

We then speak about events and holding them in Plymouth. Aaron tells me how he feels he can make a difference quite quickly; “If you hold one good event here everyone knows about it.”

Which leads us onto The Instinct Print House film Premiere which is a celebration of launching the collection. Aaron describes the event as a place to meet and connect with other like minded creatives. Whether you’re into fashion, film or art there’s something there for everyone. After the film in the cafe area of the Market Hall there will be a mini Q&A with everyone involved in the film and collection. Products will be available to purchase on the night. The collection consists of t-shirts, a long sleeve t, and hoodies. This celebration is something Aaron certainly wants to last as he’s planned a party the following evening on the 4th at ‘The Roundabout’ Drakes Circus.

Aaron's passion for what he’s doing with Instinct is great to see. It’s a testimony to modern retailing and how buying clothing has become so much more than just heading to a shop on your high street. I know the film premiere is going to be just fabulous and one definitely not to miss! Tickets for both events can be found on eventbrite using the link on the instinct website www.instinctstudio.co.uk