Some of the best creative projects start with two friends who just can't stop making things together. That's exactly the vibe behind Clever Disguises, the fashion-meets-art playground built by best friends Ellie Brown and Katie Hoy - and it's already catching the eye of some seriously cool names, including Clairo and Robyn.
DIY with a capital D
At its heart, Clever Disguises is a love letter to handmade fashion. Brown and Hoy are leaning into the messy, joyful, deeply personal process of making clothes that feel like you - not like an algorithm decided what you should wear this season. In a moment when so much fashion feels either ultra-luxury or fast-fashion throwaway, there's something genuinely refreshing about a project rooted in craft and creativity.
The duo treat their work less like a traditional brand and more like an ongoing art project - one that invites people in rather than keeping them at arm's length. That open, collaborative energy is a big part of what makes Clever Disguises feel different from the usual fashion launch.
Why this kind of project matters right now
We're living through a real DIY renaissance. Between the explosion of upcycling content, the resurgence of sewing and textile crafts, and a growing collective exhaustion with throwaway trend cycles, people are hungry for something more intentional. Clever Disguises taps directly into that appetite.
There's also something deeply appealing about the friendship at its centre. Fashion built on a genuine creative partnership - rather than a corporate brief - tends to carry a warmth that you can actually feel in the work. It shows.
Already on the radar
The fact that artists like Clairo and Robyn are already paying attention says a lot. Both have cultivated fanbases that care about authenticity and individuality, so their interest in Clever Disguises feels like more than just a celebrity co-sign - it's a signal about where the cultural conversation around personal style is heading.
For anyone who's ever customised a jacket, rifled through a charity shop looking for something to transform, or just felt that mainstream fashion doesn't quite speak to them - Clever Disguises feels like it was made with you in mind. Keep an eye on these two. This is just the beginning.
Source: i-D Magazine
