Since launching his namesake label in 2015, Nicholas Daley has earned a reputation as one of London’s sharpest cultural curators. Tapping into the rich sounds and textures of British subcultures, the designer’s collections are as much about community as they are about fashion. Step into one of Daley’s shows and you’ll find a party in full swing — alive with musicians, artists, and longtime friends turned collaborators. As he celebrates ten years at the helm of his label, Daley speaks to METAL about building spaces for connection, honouring his multicultural roots, and why music remains the heartbeat of his creative practice.
London is a vibrant, ever-evolving city with such a rich cultural history. How does living and working in London shape your creative process, and how do you explore the city’s diversity in your designs?
London has always been a diverse and multicultural city, and it’s had a massive impact on so many creative industries. For me, studying at Central Saint Martins was where my journey as a designer began. Whether I was based in Soho or spent time on Savile Row, the city has always nurtured my creative growth.
My work is deeply connected to London, especially since it’s been showcased here — everything from fashion week to places like the V&A Museum, the Barbican, and the Southbank Centre. The community of creatives I’m surrounded by also plays a huge role; my brand is very much tied to the city’s landscape and its culture.
My work is deeply connected to London, especially since it’s been showcased here — everything from fashion week to places like the V&A Museum, the Barbican, and the Southbank Centre. The community of creatives I’m surrounded by also plays a huge role; my brand is very much tied to the city’s landscape and its culture.
Growing up in a music-centric family must have had an incredible influence on your creativity. How has your experience in music communities impacted your design philosophy, and how do you bring that influence into your collections?
Music has always been a key part of my creative journey. My parents ran a music club night in the ‘70s called the Reggae Club, and that’s been a major source of inspiration for my collections, presentations, and showcases. The vibrant music venues across London, like Colour Factory, and events like the Brick Lane Jazz Festival, have been places where I’ve integrated my collections and shows. More recently, we’ve been taking things global, with events in Paris and New York.
I’m also excited to be doing a stage at Glastonbury with my wife, Nabihah Iqbal. Over the years, music has been a constant reference point for me, a way to connect with my audience and showcase the world I’ve created.
I’m also excited to be doing a stage at Glastonbury with my wife, Nabihah Iqbal. Over the years, music has been a constant reference point for me, a way to connect with my audience and showcase the world I’ve created.
Your fashion shows and pop-ups are characterised by an incredible feeling of community, often featuring live performances and parties. What does the concept of community mean to you in both your work and personal life, and how do you see it evolving within your brand in the future?
Community means everything to me — it goes back to what my parents did with their club night, bringing people together through music and culture. I’ve really adopted that same ethos in my work. At our pop-up shops, we always make sure to support our community. While we sell our own products, we also love showcasing and celebrating other artists by selling their work too. We also raise funds for charities like Tomorrow’s Warriors or the Mangrove Steelpan group from Notting Hill Carnival, so every project we work on is about supporting the community we’re part of.
Your current SS25 collection is titled Sacred Drums. Can you share the inspiration behind the collection, and how it reflects your personal experiences and influences?
The Spring ’25 collection, Sacred Drums, is an exploration of Jamaican roots reggae culture, specifically looking at the musician Count Ossie, who played the Nyabinghi Drums. I’ve also been drawn to the folklore storytelling traditions across the Caribbean, especially in Jamaica. This collection is a blend of personal history and broader cultural references. For example, we recreated the Slygo Stripe Jumper that my mum knitted for my dad in red, green, and gold. We also designed a bespoke tartan in Ireland using those same colours. I was also inspired by Caribbean artists like Frank Bowling and Alvaro Barrington.
This collection celebrates not just my family history and the reggae club my parents ran, but also honours cultural pioneers across generations.
A major highlight this year was the showcase at the Barbican Centre, in collaboration with the Brick Lane Jazz Festival, where we created bespoke looks for artists like Ego Ella May, Sheila Maurice-Grey, and Theo Croker. It was an amazing intersection of music, fashion, and culture, bringing together creatives from both the UK and the US. The show was a huge success, and all the artists wore pieces from the Spring ’25 Sacred Drums collection.
This collection celebrates not just my family history and the reggae club my parents ran, but also honours cultural pioneers across generations.
A major highlight this year was the showcase at the Barbican Centre, in collaboration with the Brick Lane Jazz Festival, where we created bespoke looks for artists like Ego Ella May, Sheila Maurice-Grey, and Theo Croker. It was an amazing intersection of music, fashion, and culture, bringing together creatives from both the UK and the US. The show was a huge success, and all the artists wore pieces from the Spring ’25 Sacred Drums collection.
I love the way that you combine fabrics and patterns (often in unexpected ways) to tell the story of your dual heritage. In the context of Sacred Drums, what was your process for selecting the materials, and what do they represent for you?
For Sacred Drums, the materials were chosen to reflect both my personal heritage and the cultural roots I’m inspired by. The colours of red, green, and gold tie back to reggae culture, and I was particularly drawn to the stories these colours tell across the Caribbean, especially in Jamaica. The tartan we created in Ireland is a nod to my dual heritage, combining a traditional Scottish pattern with those key Jamaican colours.
This collection is a celebration of both personal and cultural histories, weaving together different stories through the fabric, patterns, and colours used.
This collection is a celebration of both personal and cultural histories, weaving together different stories through the fabric, patterns, and colours used.
This year marks the 10-year anniversary of your label. Looking back, what would you say has been the most important lesson you’ve learned along the way?
It’s been an incredible milestone. From my first collection in 2015, which I sold to Beams in Japan, to now, seeing the brand grow has been amazing. I’ve been fortunate to have support from organisations like the British Fashion Council, and personal achievements like the LVMH Prize and the BFC/GQ Award. Recently, we received the Pratt Visionary Fashion Designer of the Year award in New York, which was a big honour.
Looking back, the most important lesson I’ve learned is the value of perseverance and building a strong, supportive community. It’s been a journey full of celebrations, hard work, and learning. I hope what I’ve created can inspire future generations of designers and creatives to follow their own paths.
Looking back, the most important lesson I’ve learned is the value of perseverance and building a strong, supportive community. It’s been a journey full of celebrations, hard work, and learning. I hope what I’ve created can inspire future generations of designers and creatives to follow their own paths.
As your label continues to grow, how do you envision its evolution in the next few years? Are there any new directions or concepts you’re excited to explore?
We’ve got some exciting collaborations lined up for this year and next. We’re curating a stage at the Gala Festival with the legendary DJ Theo Parrish, and we’ll be releasing special edition merchandise. We’re also working on a stage at Glastonbury with our family-rooted soundsystem, co-curated with my wife, Nabihah Iqbal.
We’re also looking forward to continuing our global presence by showcasing collections in Paris, New York, London, and Japan. There are some exciting partnerships, like with Flower Mountain and Clarks Originals, where we’ll be exploring footwear design.
Another project I’m passionate about is working with Chelsea Football Club as the Creative Director for the Blue Creator Fund, supporting the next generation of creatives by providing them with funding for their journeys.
We’re also looking forward to continuing our global presence by showcasing collections in Paris, New York, London, and Japan. There are some exciting partnerships, like with Flower Mountain and Clarks Originals, where we’ll be exploring footwear design.
Another project I’m passionate about is working with Chelsea Football Club as the Creative Director for the Blue Creator Fund, supporting the next generation of creatives by providing them with funding for their journeys.
