In 2006, while working in wardrobe for film and TV, Jude Feller visited local boutiques in search of detail-oriented, casual clothes that were both functional and attractive, and came up empty-handed.
Never one to shy away from challenge, the self-described tomboy left her job and set out to create quality pieces that she would want to wear. The result?
lily + jae, a line of young women’s contemporary street wear designed for the prototypical girl next door: energetic, innocent, and playful. A year and a half later, lily + jae has become known for soft hoodies, flirty dresses, flattering coats, and expertly tailored high-waisted trousers.
Lily and jae celebrates their fourth season of production and their clothes have been seen on stars such as Lily Allen, Amy Smart, Ashlee Simpson, and Sarah Polley to name a few.
Images courtesy of lily + jae.