• Sami-K



Sami-K is the latest creative business to take up residency at The Crossing. Founded by London-based, Cornish Designer Sami Armstrong, Sami-K is a sustainable, unisex clothing brand that seeks to challenge the way we buy, wear and value clothing. We caught up with Sami to find out a bit more about her brand and what to expect from her pop-up store.

What inspired you to start your Sami-K? 

It has always been a dream of mine to start my own brand. I studied design and have over 7 years of fashion industry experience working for both smaller luxury and large high-street brands. Having had a very simple and wholesome rural upbringing in Cornwall, I have always had a focus and energy toward living as sustainably as possible. I found the consumptive qualities within both the fashion industry and our consumer culture incredibly frustrating. There are so many amazing opportunities out there to encourage more responsible production that even the bigger brands choose to miss. I broke away wanting to challenge our consumptive relationships with what we buy and to create products with meaning, joy and full consideration on people and the planet. So much time and skill goes into garment production, and sharing knowledge about the true value of what we wear sits at the core of Sami-Ks beliefs.

As an independent what is it about your Sami-K that sets you apart from other clothing labels?

I create every-day, unisex pieces that can keep up with happy busy lives and be easily passed on or shared across siblings and partners. Our collection maintains our unique identity, accommodating everyone with simple, adaptable sizing and joyful design. This approach has created a brand community with both our suppliers and our customers, which we are all really proud of.

We use only locally sourced organic materials, and our design process incorporates CAD & illustration alongside fabrics and pattern cutting in order ​to ​minimise waste without compromising on style.

What are your current favourite pieces in the Sami-K range?

Our Reversible Kay coat is definitely my favourite right now! It’s relaxed, classic shape makes it such an easy to wear piece and I love the ability to wear it two ways. It’s also great with a cosy knit for those cooler months or slightly chilly spring evenings. 


The Kay coat is probably closely followed by our latest Sac bucket Bags. I designed these using some offcuts from our shackets and made sure that there was plenty of space for our family blankets and picnic essentials ready for those spring and summer picnic days I know we are all so excited for. 


What are you hoping to gain from the Sami-K residency at The Crossing? 

I developed and evolved Sami-K during the 2020 lockdowns and having officially launched in spring 2021, taking up residency at the Pop-up is a fabulous chance to properly meet both new and existing customers and become more involved with our local communities too.  I am so excited about our first collection and being able to physically present the range and gather a new perspective is so incredibly valuable for a ‘newbie’ like me.

What does the future hold for Sami-K? 

This year I will continue developing our range online while bringing the brand into the community as much as possible as Covid restrictions allow us to do so. I also have a really exciting series of limited products that are developed using offcuts from our other products, maintaining our zero-waste production cycle. We donate 50% of their profits from these pieces to local conservation charities so I am really keen to maximise opportunities in making a difference here too.

Our brand print was part of a really successful collaboration with a local print designer last year. New ways of collaborating with local businesses and creatives is definitely an area I would love to explore again in the near future too.

Find out more at www.sami-k.co.uk


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