Can you introduce yourself and Sassy Squid?

Of course - I’m Em. I was lucky enough to grow up in the South West of England and now live in London. I’ve always been obsessed with travelling and seeing the world, which I think comes from my parents meeting on a plane to Africa and their shared love of exploring. Whenever I saved up enough money, it would go straight towards my next trip.

Over time, I realised my clothes would either wear out or go out of fashion, so while I was at Newcastle University, I set myself the challenge of creating sustainable, timeless women’s linen pieces that would last for years and feel relevant on every sunny trip. I don’t have a background in fashion or design, so everything comes from what I feel is missing when I’m on holiday. I’ve always loved being creative, and I started sketching my first designs in my university bedroom during my second year.

Sassy Squid is a sustainable women’s linen clothing brand that launched in Summer 2024, with everything made in small batches in London by an incredible family-run factory. Each piece is crafted from 100% linen or deadstock fabrics, making many of them limited edition. The focus is on timeless design and longevity - pieces that won’t wear out or go out of style, and that only get softer and better with time.

Longevity and quality are at the core of what you do, what drew you to using linen as the primary material for your clothing?

As I was focusing on summer clothing, linen felt like the obvious fabric to turn to. It’s naturally breathable and cooling, making it perfect for warmer climates, but it also aligns with everything I value in terms of longevity and sustainability.

Linen requires significantly less water and fewer pesticides to grow compared to many other fabrics, and it’s incredibly durable. It washes well, holds its shape, and is naturally antibacterial - all while having a minimal impact on the planet.

What I love most is how it evolves over time. It’s strong, yet softens beautifully with wear - like a fine wine, it only gets better. It’s also one of those rare fabrics that always makes you look effortlessly put together, whether you’re on the beach or heading out for dinner.

My dream would be to one day grow my own flax here in the UK and turn it into a limited Sassy collection - bringing the process even closer to home.

Falcon Enamelware is rooted in timeless, functional design. There seems to be a parallel to this within your pieces. Something made to last. How do these ideas shape your work?

It’s at the core of everything Sassy stands for - I want nothing more than for my pieces to last.

Growing up in the countryside, with my mum growing much of the food we ate - fruit and veg from her garden, eggs from the chickens, and honey from her bees - we became very aware of our carbon footprint, the importance of eating seasonally, and the impact of supporting local farmers.

I wanted that same mindset to carry through into Sassy. From the very beginning, it’s been about supporting British businesses across every stage of the supply chain, while creating pieces that feel like a true investment - something to be worn and loved for years to come. No fast trends, just timeless designs made from the best materials by the best makers.

It took over a year to find the incredible family-run factory we now work with in London, and we’ve built such a strong relationship. I feel very lucky to work so closely with them and to have all our pieces made here in London.

The British seaside seems to feature prominently in your shoots. How much does this inspire your designs?

I was lucky enough to grow up by the sea in the South West, so my summers were always filled with beach BBQs after school and on weekends. That lifestyle is a huge part of why I wanted to start a sustainable linen clothing brand - to create timeless summer pieces I could wear year after year, that would never go out of fashion and would truly last.

With everything also being made here in the UK, it feels really important to shoot many of our pieces here too - rain or shine. We’re incredibly proud to be British, and I love capturing that sense of the seaside and countryside in the brand wherever we can.

Whenever the sun comes out in the UK, there’s nowhere I’d rather be than my favourite beach in Dorset - cooking hand-dived scallops (caught by my partner or friends) on the BBQ, served on Falcon Enamelware, of course. Add in a cold sea swim and drinks at sunset, all while wearing a Sassy linen shirt or dress - feeling effortlessly put together and knowing the pieces I’m wearing will only get better with time.

Do you have any exciting plans for Summer 26?

So many! I only left my job in September, so this is the year I’m really trying to give Sassy my all. Without giving too much away, we have two separate collections coming up (which are completely different), as well as something we’ve never done before - one of which will be particularly fitting for Falcon Enamelware, which I’m really excited about.

However, the main focus throughout this year is staying true to our roots: small-batch production and working only with the very best materials, suppliers, and manufacturers, while keeping everything proudly British.