From Brighton to the Marsden design studio—my journey into fashion didn’t follow the usual path.
Not every fashion designer grew up obsessed with fashion labels, runway shows or sewing machines. This is my story of finding my place in the industry—on my own terms.
I’ve always had a bit of an inferiority complex in the fashion world.
I had an unconventional way into studying fashion, and when I started my degree I hadn’t done anything remotely fashiony. The fashion courses at Northbrook were full of students who loved fashion. Most had studied other fashion courses through school and college. Some had loved fashion since they were little and had learnt to sew at home.
I grew up wearing hand-me-downs and charity shop clothes. I could never afford designer gear, but I like to think I had a bit of flair in the way I dressed. I’ve never been obsessed with wearing labels, but I’ve always been fascinated by them—the culture around streetwear, the way certain brands carry meaning, status or identity. That interest has definitely shaped the way I design.
Doing a fashion degree came about partly by luck and partly from wanting to do something unique and fun with my general design skills and personality.
When I started the course, I felt way out of my depth at times. I didn’t have the technical knowledge or the passion that a lot of the other students had. Luckily, my work ethic and natural ability shone through. I also had some advantages—coming from a graphic design background and being good at writing and maths meant I made a good go of the course and it set me on my way into a fashion career.
Outside of fashion, I was into music, skateboarding, going to clubs, and being part of creative scenes. I lived in Brighton and later London, soaking up the culture around me. I was more interested in street style and subcultures than high fashion. That shaped the kind of designer I became—I wasn’t chasing catwalk trends, I was designing from real life and lived experience.
When I started getting work in the industry, I felt again like I didn’t really belong. There was a lot of talk about catwalks, colours, names, labels I didn’t know. I learnt to nod along and agree, then go away and do my research.
I found myself more at home in the sportswear world. I felt like I had something to offer. I’d grown up playing sport and loved a tracksuit. I understood brands like Adidas and Stussy—those were the brands I wanted to wear as a kid. When I got the job at Puma, I felt much more at ease. There were other designers I could relate to, and the atmosphere wasn’t as intense.
Even now, with over 20 years in the business and a wealth of gained knowledge, I still feel inferior at times to the technical skills some designers have. Seeing people on LinkedIn showing off their construction skills is impressive. I sometimes wonder how I’ve made it so far without the same level of technical knowledge—but at the end of the day, I’ve got my own set of skills. I work with people who complement them. When I do fittings, I can see what’s working and what’s not. I might not take the garment to the sewing machine or rework the pattern myself, but I can explain to the pattern cutter or developer what needs fixing.
I’ve built a career designing real clothes for real people. I enjoy the process. I enjoy helping brands figure out what they’re trying to say and how to say it through their product.
And despite my unconventional start, I’ve come to realise that what I bring to the table is just as valuable. I might not be obsessed with every detail of fashion history or know every collection from the past ten years, but I know how to design clothing that resonates. Clothing that people want to wear. And I understand how to collaborate, adapt and deliver.
In many ways, I think my background has helped me stay grounded. I’m not afraid to ask questions or approach things differently. That outsider mindset has actually been a strength—it’s made me more versatile and creative, not less.
I actually think it’s a good thing when designers come into the industry who aren’t fashion obsessed. They bring a fresh perspective—and sometimes the ability to think differently is exactly what’s needed.
FAQs
Can you be a fashion designer without technical skills?
Yes, though it helps to understand the basics. Many successful designers collaborate with pattern cutters and developers to bring their vision to life.
Is a traditional fashion education necessary?
Not always. Many designers come from other creative fields like graphic design, illustration or marketing. What matters is your ability to communicate ideas and understand your audience.
What skills help you succeed in fashion design?
A good eye, strong work ethic, willingness to learn, and collaboration skills. Technical knowledge can be built over time.
What makes a fashion designer stand out?
Authentic perspective, real-world awareness, and a clear design voice. Sometimes not being fashion-obsessed can help you think differently.
About Me
I’m Jonathan Mitchell, a freelance fashion designer with over 20 years of experience creating activewear, sportswear, streetwear and outerwear. I help startups and established brands turn ideas into real products—from initial concepts and CADs to tech packs and sourcing support. I’ve worked with brands like Puma, Umbro, Regatta, Ellesse and emerging labels across the globe.
Visit www.jmitchelldesign.co.uk or explore more at JMD x Fashion Consultancy
