Bill Gorton is director at Elkin Skirts, a Macclesfield-based family owned skirt brand.
Established in 1956, the business has the UK’s only steam auto-clave machines, which create its trademark sharp pleats and have powered the achievements of the mill, which has manufactured garments for designers such as Paul Smith, Comme des Garçons and British sub-culture fashion brand, Underground.
Selling skirts and kilts direct to consumers online is a new direction for Elkin, which will also channel the range through independent retail partners. The brand says it also supports local industries and promotes sustainable fashion practices, with all fabrics used in their skirts and kilts sourced from British mills, supporting local communities and reducing the brand’s carbon footprint.
Here, Gorton takes us behind the brand to share more about Elkin…
What does your brand do in a nutshell?
We’re a luxury skirt manufacturer and pleating specialist based in Macclesfield. Established in 1956, we’ve worked with global fashion brands for many years and this year launched our in-house Elkin tweed and tartan skirt designs for the country fashion market. Other sides of the business cater for pleated curtains for transport specifiers and high-end schoolwear.
Can you bring us up to date with the company’s latest performance and headcount numbers?
We launched the Elkin tweed skirt brand just this spring and it’s off to a strong start. Ambitious plans for the future!
What key factors have contributed to your recent growth?
Collaborations with fashion influencers have exposed us to markets in the US and aligned our brand with established names in the UK countrywear market. We had tremendous success at the recent Game Fair at Blenheim Palace where Elkin Skirts were chosen for influencer outfits alongside pieces by Fairfax & Favor, Le Chameau wellies and Clare Haggas silk scarves.
How do you differentiate your brand from competitors in the market?
We highlight that we’re a family business and that our skills are rare and the best anywhere in the world. Preserving Britain’s heritage textile mills and the talent we employ is at our heart. We only use 100% British pure woolen tweed and prioritise sustainability, minimise waste and keep a low carbon footprint.
How do you cultivate a positive and productive company culture?
By believing in the vision my grandfather, Arthur Elkin, brought to life in the 1950s. That British textile manufacturing is the best anywhere in the world and that we’re poised to reap the rewards of industry moving away from offshore, often unethical fast-fashion sourcing.
What’s the most important part of the company’s marketing mix?
Social media is hugely important for forging a personal connection with our customers. Kenland Media Relations looks after this for us and we work as a team posting daily updates on behind the scenes footage from the mill, new fabrics in stock, styling ideas and customer testimonials. Instagram and Facebook are the main platforms we use.
To what extent does the company use the support of external agencies?
Emma Starrs at Kenland Media Relations handles our PR, marketing and social media. Be Creative Media built our website.
Where do you hope the brand will be in two years’ time?
That Elkin will be the go-to name for high-quality tweed skirts among the country fashion set in the UK and overseas. We’d like to be stocked by selected countrywear stores and online merchants too. In the past we’ve worked with names like John Lewis, DAKS, M&S, Comme des Garçons and Paul Smith, so the quality is up there with the best.
